OZY Fest Returns with Title Partner TikTok, Expands to Miami

Like all entertainment in 2020, OZY Media's annual OZY Fest had to pivot to a virtual model as Covid put a major stopper on all in-person productions. This year, the outdoor event—touted as "TED meets Coachella" by festival-goers—returns with a major title partner and a brand new, second location. On October 16 and 17, OZY Fest heads to Miami, Fla. This is the first time that the media brand will be expanding beyond the event's New York roots. I hope this event says that Miami is still fun, but it has some thoughts, too.—Carlos Watson, co-founder and CEO, OZY "We received lots of inquiries from different cities who wanted us to bring Ozy Fest there," OZY's co-founder and CEO, Carlos Watson, told Adweek. "I feel like Miami is entering a new phase. It's always been a sun-and-fun place, but I think when you see some of the things they're doing in the innovation space with tech, Bitcoin and even the Miami Book Fair, it felt like Miami was the right place to bring OZY Fest." Miami also holds personal significance for Watson as his hometown. "The idea of bringing it home where so many of the people who grew up still are, I love that," he said. In addition to the new scenery, OZY has secured TikTok as a new title partner for the popular event. “TikTok is home to a community of tastemakers, innovators, cultural mavens and creative explorers,” said Cheryl Gresham, U.S. head of marketing, TikTok. “From entertainment to thought-provoking conversations and creative expression, OZY Fest perfectly aligns with what we as a platform celebrate and believe in. This partnership brings our communities together in a really fun, exciting way.” A path forward With the theme "A Fresh Path Forward," this year's OZY Fest will be kicking off at Maurice A. Ferré Park. Though the guest list hasn't been publicly confirmed as of yet, past performers and speakers include President Joe Biden, H.E.R., Chelsea Handler, Dr. Anthony Fauci, Malcolm Gladwell, Padma Lakshmi, Mark Cuban and more. Brand partners like Chevrolet, Walmart and Famous Amos are expected to participate in some of the forum-like content along with on-site activations. Though OZY has no plans to move the festival away from New York, the company had to reconsider its approach to live entertainment with a city that was still recovering from the virus. The media company moved forward with a virtual event this past May in lieu of the Central Park event (and reached over a million viewers in the process), but there was still an eagerness to return to the in-person experience. Meanwhile, Miami has continued to host large public events amid the pandemic, which has garnered some scrutiny nationwide. Watson tells Adweek that OZY has maintained a close watch on Miami's activity as well as evolving CDC mandates. "We're going to be very careful on the front end in terms of making sure that people are vaccinated," Watson says. "And we're making sure that we've got appropriate medical facilities and staff on hand, which we always do and always have. It's super important to us." But even with more lax Covid precautions in sight, OZY remains mindful of the hesitance that lingers over many OZY Fest fans who still prefer to enjoy the event virtually for the time being. With that in mind, TikTok and iHeart will be streaming the event for users to enjoy from home. Watson hopes that the hybrid event will not only flex OZY's ability to adapt to change, but also Miami's nuanced identity. "OZY's about the new and the next, and I think Miami embodies that not just in tech, but in food, education, business and the environmental side," Watson says. "I hope this event says that Miami is still fun, but it has some thoughts, too." What 2021's Virtual OZY Fest Suggests About the Future of Events Marketing