On Saturday, August 19, 2023, What Hoboken Sounds Like held the first Summer Blockfest at 770 Jackson Street: the first festival in Hoboken to celebrate the city's hip-hop and R&B culture, held in honor of hip-hop's 50th year. More than 700 people came out.
The announcement
WHSL announced the festival in July 2023: Summer Blockfest, August 19, 2 to 7 PM at 770 Jackson Street, with vendor space for more than 60 vendors offering clothing, art, food and accessories, live music from DJs and performances from artists of all genres. Vendor and sponsor inquiries went to whathobokensoundslike@gmail.com, by DM or to team members @youngemeljay, @iron.manda_, @chaseland201, @rizzyray11, @taina.belen and @therealbigalow__yb.
The lineup
The performers were announced in three rounds in late July and early August. The final bill: @chaseland201, @pootie______, @oneshotonce, @kyyinthecut, @phatrob310, @reallucaso_g3_, @dopeboidrew, @harlemcam, @od_reek, @bigbossgunner_, @rara2wavy, @indigosmorale333, @mp14._, @b.more24, @njpaperchaser, @automatic_mula, @jonboiiera, @mr.deranged, @general__ace, @angeloctaves, @richdoublem, @jaynadestinyx, plus a very special performance by School of Rock Hoboken. Live music came from DJ Dug Spin and DJ BriPee (then @bripee07), and Hoboken's legendary MC Meny Myndz hosted.
The sponsors
Gold: Little Linguists Hoboken, Vail Stones, Design Mafia Inc., Motivate You, The 6 Borough, Chaseland, Street Friends, WOW Kids Center, The Green Room NJ, School of Rock Hoboken, Hoboken Business Alliance.
Silver: 3rd Ward Councilman and Council Vice President Michael Russo, Hive Athletic.
Bronze: @glugeth_pierguidi, Elite Bully Collective NJ, Council President Emily Jabbour, Tommy the Detailer, The Gregory Family, Spine & Sports Health Center, Fit Foundry Hoboken.
School of Rock's contribution secured the festival's audio, and Trim Hoboken donated as well. Even after sponsor submissions closed, WHSL kept accepting donations for the festival and future events. Swoon also donated drinks for the staff; the brand had just teamed up with Mattel on an exclusive pink lemonade featured at the Barbie premiere.
The DJs
On July 25, WHSL announced the festival's DJs: DJ Dug Spin and DJ BriPee (then @bripee07).
The countdown alerts
At the end of July, WHSL ran a series of numbered alerts. Alert #1: vendors wanted for August 19 (inquire by email or DM). Alert #2, a fun fact: "This is the first festival in Hoboken ever to prominently feature hip-hop artists and more. Be a part of the history!" Alert #3: still accepting sponsors, because "your sponsorship helps make a difference towards our impact" (the flyer listed an August 4 deadline).
Victor framed it plainly: "August 19th I welcome all to witness what's been missing, the diversity of a genre that has been excluded from our great city for so long. August 19th we change the city forever as Hoboken is no longer a city that will restrict a culture of music that isn't celebrated!"
The vendors
In late July, WHSL put out a series of vendor alerts: tag a local nonprofit organization you'd like to see at the festival (Alert #4), a local food vendor (Alert #5, with all food truck spaces already taken) and local arts and crafts businesses (Alert #6), with limited spaces available.
In the week before the festival, WHSL thanked each official vendor:
- Food: Tastebuds Hoboken
- Desserts and treats: The Cupcake Carriage
- Beverages: Nute Juicery
- Coffee and donuts: Do Good Donuts & Not Ur Regular Coffee
- Vendors: @addsumcolorr, @prezmadethis, @kreateakustom, @dessertpixie, @theroyal.press, @sweet_lyfe02, @boutique.du.flan, @thegreenroomnj, @4l_brand, @2wrldzent, @feirapop, @communitylifestyle, @eatswithambs, @hellogtk, @angunique_, @hobokensmilespecialists, @theofficialoutlaw, @mitali.henna, @hobokenprints, @asiajcloset, @readystrongmeals, @leilasplants, @wickedscentshoboken, @tohempwithit, @spinwith_the_queen, @amazing_truthsocietyhoboken, @kindsoulswellness, @anitasfashionjewelry, @sstopdropnroll, @workintogetherllc, @thriftedhob
The press
TAPinto Hoboken broke the story of the festival. "It's time to show what real diversity sounds like, musically and more!" On the day before the festival, WHSL was featured statewide in the Jersey Journal with a full-page spread on page 8, thanks to Jim Testa.
The Jersey Journal story by Jim Testa, "Hip hop, R&B to take center stage in Hoboken Summer Blockfest," published August 16, 2023, and went out as a NewsBreak notification. WHSL called it a huge milestone two years into its mission of highlighting the diverse artists in the city: "We are all truly honored and look forward to this Saturday!"
Happy birthday, hip-hop
On August 11, 2023, hip-hop's 50th birthday, WHSL noted that just eight days later Hoboken would celebrate with its first hip-hop and R&B festival. The final promo listed more than 40 vendors spanning food, art, clothing and more.
History made
"Words cannot express how grateful I am as the founder of What Hoboken Sounds Like to see this all come to life," Victor Lopez Jr. wrote the next day. "What started as a mere idea just a year ago became a complete reality yesterday! With well over 700+ in attendance, we just made history for not only hosting our very first festival but Hoboken's first-ever Hip-Hop and R&B festival."
He gave praise to God for picking him up when he doubted it was possible, and recalled countless days and sleepless hours with his wife designing, promoting and building sets for the artists. He thanked his team for their "blind leap of faith," the city, the OEM staff and the police, the DJs and host, the vendors who believed in the vision, every performer and every sponsor. "I honestly never expected this turnout! Thank you Hoboken for the massive amount of support and love." Additional clips came from Hoboken Families and @nneighbors_.
In another post a few days later, Victor described being on that stage "with nothing but emotions running wild": he cried at the beginning, cried halfway through and finished strong and proud. "August 19th and the address of 770 Jackson will forever have a place in my heart now," he wrote. "As a proud young Latino man from the projects, I'm proud to say that together we did it!" He thanked his team for trusting his vision, everyone in attendance, everyone who congratulated him and "those who never said a word," and closed with the words of senior advisor Carmelo Garcia: "We Can, We Will, Watch Us!" Photo by @roberto_rosa3rd.
WHSL also thanked TAPinto Hoboken for its article on the history made that Saturday. "See y'all next year for the Summer Blockfest!"
The host
WHSL introduced the host on August 5: "the legend himself" Meny Myndz of GIDDT AVM, one of Hoboken's many hip-hop legends, who would graciously introduce every performer.
It was a complete honor to have one of Hoboken's legendary MCs, Meny Myndz, host the first festival. He was among the trailblazers of Hoboken hip-hop in the early '90s, and he introduced each and every artist who took the stage. Filmed by Tato With The Camera.
Read how School of Rock saved the first Summer Blockfest, how Dreamville inspired it, and about Summer Blockfest 2024.
Read the performer spotlights and about everything else that happened in Hoboken on August 19.
Follow @whathobokensoundslike on Instagram for more.