AT&T and Broccoli City launch new R&B experience in Virginia

AT&T and Broccoli City are launching Holding Hands: An R&B Experience on Sept. 19, 2026, at Jiffy Lube Live in Bristow, Virginia. The debut event will feature Summer Walker, Elmiene, kwn and other R&B acts, with tickets starting at $39.

Why it matters: - The new event adds another R&B-focused live music option for fans in the Washington, D.C. region and beyond. - Broccoli City is positioning the experience as both a concert and a community-building event, not just a single-night show. - AT&T is using the partnership to deepen its presence in music and live experiences tied to culture and community.

What happened: - AT&T and Broccoli City announced Holding Hands: An R&B Experience on June 24, 2026. - The inaugural event is set for Saturday, Sept. 19, 2026, at Jiffy Lube Live in Bristow, Virginia. - Summer Walker will headline the first lineup. - The lineup also includes Elmiene, kwn, Destin Conrad, R&B ONLY (J Rich & Jabari), Club 1B and additional artists and experiences to be announced. - Tickets start at $39. - Presales begin Wednesday, June 24 at 10 a.m. - Public on-sale starts Friday, June 26 at 10 a.m. - A limited number of round-trip shuttle passes from Washington, D.C., will also be available.

The details: - The event comes from the team behind Broccoli City Festival. - Organizers say the experience will combine live music, immersive elements and shared moments centered on R&B. - Broccoli City says the event is designed to celebrate the culture, community and connection associated with the genre. - Brandon McEachern, co-founder of Broccoli City, said the event is the next step in the brand’s mission to build community impact through culture. - Sabina Ahmed, assistant vice president of sponsorships and experiential at AT&T, said the partnership with Live Nation Urban and Broccoli City is meant to create memorable shared moments for fans at Jiffy Lube Live. - More event information is available at bcfestival.com and on Broccoli City social channels. - Live Nation Urban is named as a partner in the announcement.

Between the lines: - The launch extends Broccoli City’s festival model into a more focused genre event, which could help the brand reach R&B fans outside its core festival audience. - The lineup blends established and emerging artists, suggesting an effort to appeal to multiple generations of R&B listeners. - The pricing and shuttle option point to a regional draw, with Washington-area fans likely the primary audience. - The announcement leans heavily on community language, signaling that the organizers want the event to stand for more than a concert calendar date.

What's next: - Presale and public ticket sales will determine early demand for the first edition. - Additional artists and experiences are still to be announced. - Organizers are expected to release more details through Broccoli City’s website and social accounts as the event date approaches. - Shuttle pass availability may expand access for attendees traveling from Washington, D.C.

The bottom line: - AT&T and Broccoli City are betting that an R&B-centric live event with a strong lineup and community pitch can become a new annual draw in the Virginia market.