Before last year's inaugural Baton Rouge Funk Fest, organizers Adam King and Jason Choctaw Hall had no expectations.
Then, about 800 funk lovers showed up throughout the day at Tin Roof for the music, art, food and beer. Expectations or not, the Funk Fest was a hit.
"Right after the last one, people were like, 'Are you doing it again next year?' ” Hall said.
The answer to that question was: of course.
The second Baton Rouge Funk Fest starts at 11 a.m. Saturday at Tin Roof Brewing Co., 1623 Wyoming St. Doors to the brewery open at 10 a.m.
The free, family-friendly event features nearly 20 art vendors and food from Bouillababes, Danny Wilson, of Brickyard South, and Rock Paper Taco. The music lineup includes King and Hall's own band the Secret Black Society, Captain Green, Lemon Stevies and Brasshats. Tin Roof will also have a specialty funk-themed beer for sale during the festival.
What started as a fun afternoon concert by a group of guys looking to groove has quickly become a big event and project. After last year's success, Funk Fest organizers had a follow-up with Tin Roof, took a little time off, then got plans rolling in the fall for this year's festival.
"We didn't know what was going to happen last year," King said. "It was more people than we expected. For this year, we wanted to build on that. More food, more vendors, more funk."
In the early stages of planning for this year, Hall saw an increased response from bands wanting to be a part of the festival.
"This year, it was like, 'Hey can we get in?' ” Hall said, mentioning the festival even got an email from an Italian band requesting to perform. "Our social media reach has grown, too. On our event page, we had around 4,300 people interested in or going to the event. That, to me, speaks volumes."
Rather than blast the event through advertising, billboards and routine channels, Funk Fest has grown using guerrilla marketing and word-of-mouth.
"We've got Tin Roof and Slash Creative as partners, and the bands are willing to come play," Hall said. "We haven't pushed anything hard, either. Organically, it's happening."
The key, King said, is keeping the funk festival true to its Baton Rouge roots.
"Local is the big deal," King said. "The bands are local. We have a few New Orleans and regional acts, but they still have ties to Baton Rouge. The brewery is local. The vendors are local. Everybody is local."
Baton Rouge Funk Fest
WHEN: Doors open at 10 a.m. Saturday. Music runs from 11 a.m. to 10 p.m.
WHERE: Tin Roof Brewing Co., 1624 Wyoming St., Baton Rouge
11 a.m.: Quarx
1 p.m.: Noisewater
2 p.m.: Feral Errol
3 p.m.: The Secret Black Society
4 p.m.: Ugly
5 p.m.: The Field
6 p.m.: Rae and the Line
7 p.m.: Lemon Stevies
8 p.m.: Captain Green
Baton Rouge Funk Fest will also feature art and food vendors and beers from Tin Roof on sale throughout the event.