It was the fall of 2018 and hip-hop star and pop icon Pharrell Williams had a vision for Virginia Beach's College Beach Weekend. In the past this weekend has had a bad reputation. Something needed to change. That change came with Pharrell's vision called Something in the Water. As over 35,000 people flocked to the Oceanfront stage at Fifth Street on Friday, Saturday and Sunday, SITW quickly became the largest music event Hampton Roads has EVER seen. It was a MAJOR success and is already on track for next year. Same place, same time.
This big vision, turned reality, started with a concept that comes from Pharrell's roots here in Virginia Beach. Williams said the name reflects what the world knows about Virginia: "there's something special in the Hampton Roads water," creating some of the most impactful artists, scientists, athletes, and entrepreneurs. And he was bold enough to hold the three-day event during College Beach Weekend. He wanted to prove that Virginia Beach could make something good out of this weekend. The goal was to give all the visitors a lot of stuff to do. Activities ranged from art, music, educational seminars and feature programs. In addition, Sunday morning offers a Pop-Up Church held on the beach. A time to rejoice and be thankful. William's multi-venue experience thus became the East Coast version of SXSW. I think I agree.
Thousands of people are set to flock to Virginia Beach next year for The Something in the Water Festival. It offers so much more than great music. It is a game-changer. It will be the catalyst to elevating Virginia Beach to international prominence as a cultural hub of music, art and technology. Come see what all the buzz is about at this year's event.