by Shawn Nowlin
Spaces specifically created for Black joy + selfless forces coming together = a great experience for all involved.
Presented by the Humble Hustle Company and Not Your Average Everything, Lost in the Flowers: Not Your Average Weekend took place June 6-8.
For four years now, this signature event has become a staple for individuals seeking cultural expression, intentional connection and unforgettable vibes.
Black spaces like this are much-needed, noted Kayla Smith. “Whenever the Humble Hustle Company is involved in an event, people know that it is going to be well-executed and a lot of fun. On all three days, everything centered around Black culture,” she continued.
Festivities for this year’s celebration took place at Century Plaza, Elmwood Park and One City Plaza, respectively.
On Friday, AfroBeats on the Avenue, an outdoor block party, kicked things off. The Black music diaspora set a tone for what was to follow.
From 5 p.m. to 10 p.m. the next day, the R&B Is For Lovers Festival happened at Elmwood Park. As soulful performances were delivered on stage, various vendors were present to connect with the community.
On Sunday, an adult brunch provided attendees one more opportunity to soak up all of the vibes.
“Our goal is to bring people together and introduce a big-city experience to a city that’s more than deserving of it. The most meaningful part is that it also gives back to our programs at the Humble Hustle Company,” Austin Bratton, Director of Brand Engagement, said. “Curating these moments, sparking new energy in Roanoke and making a real impact is what drives us.”
Last week’s celebration didn’t happen in a vacuum, but rather the culmination of countless hours of hard work behind the scenes.
For Walker, the opportunity to catch up with family and friends was worth the price of admission alone. “As I’ve gotten older, I’ve realized the importance of taking a quality or quantity approach with those closest in my life. It felt like we were all back in high school again,” he said. “The food was great, and the music was even better. If there is one thing I know, it’s what Black joy looks and feels like.”
Money raised from the three-day celebration will be used to fund the mission of the Humble Hustle Company. For additional information, visit https://www.thehumblehustle.org.
