Roots Picnic and Michelle Obama’s When We All Vote Are Bringing Voter Registration to Hip Hop’s Greatest Festival

Live Nation Urban and When We All Vote are teaming up for the fourth year to meet voters where they are and launching a sweepstakes for VIP tickets

Today, Live Nation Urban and When We All Vote announced their partnership to bring voter registration to the Roots Picnic. They also launched a new sweepstakes for two free VIP tickets to see this year’s Roots Picnic powerhouse lineup. Individuals can enter the sweepstakes for Silver VIP tickets and a travel credit by getting registered and ready to vote through one of three actions: registering to vote, checking their voter registration status or signing up to volunteer with When We All Vote.

Adding to the musical and cultural experience created by GRAMMY® Award-winning multi-platinum hip-hop luminaries The Roots and Live Nation Urban, When We All Vote will be on the ground registering voters during the two-day festival at The Mann in Fairmount Park in Philadelphia, PA, on Saturday and Sunday, June 1-2, 2024.

“Bringing voting to the culture is one of When We All Vote’s superpowers. If you’re showing up at Roots Picnic, we want to ensure you’re showing up at the ballot box,” said Beth Lynk, Executive Director of When We All Vote. “When We All Vote has big goals for 2024 to close the race and age voting gaps and we are proud to call The Roots and Live Nation Urban our partners in this work.”

When We All Vote and The Roots launched their partnership in 2020, with When We All Vote Founder and Co-Chair Michelle Obama co-hosting the virtual Roots Picnic. Through this partnership, more than 35,000 people started or completed the voter registration process. This partnership provides an exciting entry point into democracy for one of the most underrepresented communities in the political process — eligible Black voters between the ages of 21 and 35. When We All Vote and The Roots share a common goal to educate and inspire communities to use their voices and vote to make a difference.

This year’s Roots Picnic lineup unites a cohort of generational voices with some of the culture’s most influential rising acts. The festival headliners include multi-Grammy Award-winning legend Lil Wayne with The Roots delivering a set highlighted by decades of definitive hits, and powerhouse Jill Scott, who is coming off the heels of a massive 20th anniversary tour, and will continue to captivate with spirit, style and soul in her hometown of Philadelphia.

The notable Roots Picnic lineup also includes Victoria Monét, André 3000, Nas, Tyla, Smino, Babyface, Adam Blackstone featuring Fantasia and Muni Long, Cam’ron, Wale, Robert Glasper featuring Yebba, Tasha Cobbs Leonard and more.

At a time when fewer young people are identifying with political parties, the work of nonpartisan organizations like When We All Vote has never been more critical. The organization will continue its work to close the race and age voting gap through a three-pronged strategy: 1) register 500,000 Americans to vote — especially Black, Brown and young voters; 2) reach and mobilize 5 million new voters to cast their ballots; 3) change the culture around voting through music, sports, entertainment and media with our partners and celebrity Co-Chairs and Ambassadors.