From The Hill To ATL’s Piedmont Park: How FAMU Alum Jason “J” Carter Built ONE Musicfest Into A Cultural Institution

Jason “J” Carter remembers arriving at Florida A&M University with ambition, ideas, and a deep curiosity about the world. What he didn’t know at the time was how much the Hill would shape his voice, his vision, and eventually, his legacy.

“FAMU taught me how to move confidently in every space,” Carter told OffTheYard. “It gave me a foundation of excellence and reminded me that we, as Black people, can create at the highest level. That confidence has carried me through every boardroom and onto every stage.”

Today, Carter is the founder of ONE Musicfest (OMF), the nation’s largest Black-owned, open-air music festival. The annual Atlanta event, which returns October 25–26, 2025, at Piedmont Park, attracts over 100,000 fans each year and generates more than $61 million in economic impact for the city. Beyond the numbers, it has become a cultural touchstone, uniting generations through music while amplifying Atlanta’s role as a global hub of Black culture.

This year’s lineup underscores that mission. Future will headline with a rare hometown performance. The Roots will return to OMF after a decade, joined by Mary J. Blige for her festival debut. Ludacris will celebrate the 25th anniversary of his debut album with a star-studded set, and the event will honor the late Rico Wade with a historic Dungeon Family reunion. Rising artists such as Grammy nominee Doechii will perform alongside Jazmine Sullivan, Kehlani, Busta Rhymes, Ari Lennox, Jagged Edge, and gospel legend Marvin Sapp — making for one of OMF’s most cross-generational lineups yet.

“Atlanta is our home, and this year we’re celebrating it in the biggest way possible — with Future, Ludacris, and a historic Dungeon Family Reunion honoring the life and legacy of Rico Wade,” Carter said. “ONE Musicfest has always been about uniting legends, elevating new voices, and creating unforgettable cultural moments.”

Before he became a festival founder and marketing executive trusted by brands from Adidas to Michelle Obama’s When We All Vote initiative, Carter was a student soaking up the HBCU experience at FAMU. He credits the university not just with preparing him academically, but with shaping his entrepreneurial spirit.

“FAMU gave me more than an education; it gave me a network, a community, and a mindset,” said Carter. “When you come from an environment where you see excellence all around you, it becomes second nature to demand that from yourself. That’s the Rattler hustle.”

For him, the bond among alumni is proof of how deeply the school imprints on its students. “People always say FAMU is like a cult — and in some ways, it is,” he laughed. “Once you’re in, you’re in for life. There’s a connection, a pride, an energy that never leaves you. That same energy is what I try to recreate at ONE Musicfest: thousands of people coming together, moving as one, and celebrating culture in a way only we can.”

Beyond OMF, Carter has spent more than 20 years in lifestyle marketing and business startups. Through his companies — One Venture Group and SoL Fusion Media Group — he has built campaigns for global brands like Toyota, BMW, Heineken, Bacardi, and Jack Daniel’s. His ability to translate culture into commerce has earned him the City of Atlanta’s Phoenix Award and recognition as Coors Light’s Brand Marketer of the Year.

But while the accolades matter, Carter says the real measure of success is impact, particularly for Black-owned businesses. More than half of the vendors and partners supported by OMF each year are Black-owned — something Carter describes as intentional. “At FAMU, we were taught that success is not just about what you achieve for yourself,” he said. “It’s also about what you build for your community. That’s always been my compass.”

Carter remains deeply connected to his alma mater and the broader HBCU community. His career is a reminder of how the lessons learned at historically Black colleges resonate far beyond the classroom.

“Everything I do goes back to what I learned at FAMU,” he said. “The confidence, the creativity, the fearlessness — that’s the HBCU spirit. ONE Musicfest is proof that when you nurture those values, you can build something that not only entertains but also empowers.”

As OMF heads into its 16th year, Carter is expanding his vision into digital media and content creation, with plans to continue telling authentic stories for the upscale urban market. But at the heart of it all, he still sees himself as a Rattler first.

“FAMU showed me that nothing is impossible,” Carter said. “Every time the lights go up at ONE Musicfest, I see that same energy reflected back — the belief that our culture, our music, our stories belong on the biggest stages in the world.” Get your tickets for One MusicFest here.