The First Time You Never Forget

Can a festival change your life?

If you were at Dreamville this year, you’d be forgiven for saying yes.

You could feel it in the air. Not just the music—but the energy. The optimism. The magic.

That sentiment was captured perfectly in a powerful opening speech by Grant Waring, ScoreMore’s Marketing and Content Manager, reminding the team that—for many—this would be their first real taste of something unforgettable.

The First Time Feels Different

If you’ve ever been lucky enough to go to a festival before the weight of adult cynicism kicks in, you’ll know:

The first time is electric.

You’ve just won the battle to convince your parents to let you go.

You’ve packed your gear, triple-checked your outfits, and planned your weekend like it’s a military op. The logistics alone are a rite of passage.

Then once you're through the gates—the world opens up.

It’s a sensory flood. A moment when strangers feel like allies and the music feels like a language you’ve always spoken but never heard out loud.

You look around and realise:

“These people are like me.”

Different, sure—but in the right ways.

And then the music hits.

And your world changes just a little bit.

Coming Full Circle in North Carolina

Dreamville was a first for me, too.

My first time at the festival.

But it wasn’t my first time in North Carolina.

Back in the '90s, I visited this part of the world to record General Johnson—the legendary voice of Chairmen of the Board—for a project called The Godchildren of Soul at Arthur Smith Studios in Charlotte.

During the session, I heard stories of what it was like for the General performing alongside Sam & Dave and other greats from the golden age of soul. The conversation left a permanent mark on me.

To come back to NC now—decades later—and witness a new generation commanding crowds with that same passion was powerful.

And that journey was led by none other than J. Cole.

J. Cole: From “The Ville” to the World

Few artists are more synonymous with a place than Jermaine Lamarr Cole is with Fayetteville, North Carolina.

He didn’t just put it on the map—he etched it into the story of modern hip-hop.

Signed by Jay-Z as the first artist on Roc Nation, J. Cole built his reputation on introspective, lyrical, and socially aware rap—always keeping his roots front and centre.

His label is named Dreamville

His iconic album 2014 Forest Hills Drive is literally named after his childhood home

And Raleigh’s Dreamville Festival? That’s his way of giving back—bringing major artists to NC and spotlighting local talent on a global stage

In doing so, he helped redefine North Carolina not just as a place to watch—but as a place where music lives.

The Sound of the South, Reimagined

Cole is part of a broader story.

North Carolina has long had a deep musical lineage:

Nina Simone and John Coltrane laid down the foundations in jazz and soul

9th Wonder, Rapsody, and the Little Brother crew helped establish an East Coast–Southern blend of hip-hop steeped in beats, storytelling, and community

The indie-folk scene in Asheville and alt-music roots in the Raleigh-Durham-Chapel Hill Triangle add to the diverse musical DNA

But J. Cole reframed NC’s cultural identity—not just for hip-hop fans, but for the music world at large.

And nowhere is that more evident than at Dreamville Festival.

From the Field to the Feed: Making That First Time Travel

But here’s the thing: before anyone ever goes to their first festival, they have to hear about it.

And in 2025, they don’t hear about it through a flyer or a TV ad.

They discover it on Instagram, on TikTok, through a shared story, or a soundbite that hits them emotionally.

Sound is what turns a scroll into a stop.

Sound is what makes someone say, “I need to be there next time.”

And that’s why Dreamville 2025 was a milestone for us at TagMix.

TagMix at Dreamville: Letting the Moment Speak for Itself

Thanks to Live Nation’s content team, Dreamville became the latest festival to embrace real-time sound enhancement.

We worked alongside their stellar crew to deliver a constant stream of high-quality clips, powered by TagMix—capturing pro-grade audio directly from the stage, perfectly synced with the videos shot on site.

What did that mean?

No more distorted vocals

No more “you had to be there” excuses

Just truthful, powerful, emotionally charged moments, shared instantly

And those moments didn’t just live on the feed—they travelled.

Would-be first timers watched them and felt something.

That first tug of excitement.

That “I want to be there next year” feeling.

The First Time You See It Is the First Time You Believe It

Festivals are full of life-shifting moments.

But now, the magic isn’t just confined to the field.

With the right tech and the right team, that magic becomes portable.

And if you’re a festival virgin on TikTok, swiping through clips from Dreamville…

Your first time might start right there.

So here’s to the first time you go.

And the first time you hear.

And making sure that when you hear it—it sounds like it really felt.