Revelry is returing to New York City for a two-day Cannabis Festival at Pier 36 on Sept. 12-13. It's the ninth year of the event that was previously called On the Revel.
We asked co-founder Jacobi Holland a number of questions about how they book the talent for the festival that takes place on Saturday. The first day is industry only. Day 2 is open to the general public.
Your headliners – Grammy nominee Durand Bernarr and Phony Ppl – are R&B acts. Last year you had rapper Joey Bada$$. No hip-hop/rappers this year? How come?
“Hip-hop is always in our DNA – our DJs will be spinning plenty of it – but this year we wanted to bend the mold. Everyone expects New York cannabis culture to be about rap or jam bands, but our community and cannabis consumers in general, are more eclectic than that. Durand Bernarr and Phony Ppl bring a vibe and an energy that cut across genres. Even if you’ve never heard their music before, you’ll feel it. Revelry is about celebrating all sides of the culture, and this lineup reflects the diversity of our audience’s tastes.”
How do you pick your headliners. What’s the Revelry talent selection process like?
“The process really starts with our whole team. We throw every idea into the group chat – from Rihanna to Beyoncé to Madonna – no idea is too crazy. From there, we narrow it down by looking for artists who align with our ethos: people with a real connection to community, stories that reflect the diversity of New York and roots that mirror Revelry’s own.
"Once we’ve got a working list, I sit down with our talent bookers, Darren Delgado and Shaun Burton, and we figure out who’s realistic based on budget and access. Then we reach out and share our story – because for us, it’s not just about booking talent, it’s about curating an experience that expands the consciousness of what the cannabis industry looks like.
"I’m a big hip-hop head myself, but too often hip-hop pulls a mostly male crowd. We wanted to broaden the lens this year and book music that cuts across genres and audiences. That means early sets with fun, dancey energy and later sets that are soulful, vocal and instrument-heavy. It’s about building a vibe that feels good stoned – whether you’re on your feet or just soaking it all in.”
Black Thought from The Roots is on the bill. Will you be conducting a one-on-one interview with him like you’ve done in the past with Al Harrington and Styles P?
“This year I’m passing the mic. Chef Nikki – a friend of the Revelry community and a friend of Black Thought – will be leading that conversation. We’re excited to hear them together, because their relationship brings a different kind of authenticity. Besides the fact that I have no aspirations to be an MC, Black Thought is the kind of person I want to be when I grow up. For us, Black Thought represents the gold standard: an artist and entrepreneur who’s stayed excellent while staying connected to the culture.”
Jacobi Holland (photo by Mitchell Tucker)
"Too often hip-hop pulls a mostly male crowd. We wanted to broaden the lens this year and book music that cuts across genres and audiences... Even if you’ve never heard their music before, you’ll feel it."
Dos Flakos and Angel & Dren are DJs. How did you pick them?
“I’ve been a fan of both from the sidelines and watched their glow-up over the past few years. It was important to me that most of our lineup had real New York roots – and both Dos Flakos and Angel & Dren, from the Bronx, bring that flavor. Revelry is always about being multicultural and multidimensional and they add exactly that. Plus, their sets bring the fun energy we want right after the panels, to get the crowd moving.”
So, there will be panel discussions like last year?
“Yeah, of course – you know us. Education and access have always been foundational pillars at Revelry. The first three hours of the show are dedicated to panels, covering everything from legacy strains to how to actually read a product label to building an authentic personal brand in this industry. We want people to leave with both knowledge and community, not just good vibes.”
Should we expect any last-minute special guests?
“Absolutely. Revelry always attracts surprise guests – that’s part of the magic. You’ll see some hometown heroes with global names, someone from the Marley family and even a few viral New York personalities. The lineup on the flyer is just the beginning."
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