Dear Juice @juicedoc73, 

We kicked this off four years ago today. We set out in Huntsville, Al to give the elements of hip-hop somewhere to live from the emcee, dj, dancer, artist, and designer. We've accomplish that seven times from Huntsville, Brooklyn, Austin, and Jersey. We had the best emerging talent touch our stage and it's been a blessings.  We had people copy the concept, shut us down by pulling fire alarms, booking agents not being cooperative, sabotaging , and more. But we always made it work. This year we brought it to the cathedral back in my city, and brought the hip-hop culture there together. 

This past summer you made my mom a believer as she saw in person her nephew, my big cuddy,  @midnitethedj deejay, my little cousin @shadow_cfa come from Canada to dance, and her son curate the exhibition that they took place in. 

We've been featured on Tidal, BET, Mass Appeal, Vibe, shit I even went on @swaysuniverse to chop it up about it. @bkhiphopfest supported us these last three summers and brought us to a new level. 

Our journey is just beginning, but this December it's time to take us to new heights. It's time to get uncomfortable and challenge ourselves. That is the only way we are going to grow. This isn't hypebeast driven. It's culture driven and it's been like this since the inception. So our responsibility is deeper. It's time to attack content + product + the live experience. Stay humble, but put the number on the boards. This December we take our top off and quench the thirst of the culture. 

Thank you to everyone who has ever been apart, supported, invested, volunteered, and worked Juice. I truly appreciate it. 

One love.

JUICE. I can honestly say it changed my life. Before JUICE ever evolved into what it is today I knew that regardless of its size—large or small—I was all in. I’m truly blessed to have worked along side such amazing creators. Everyone that has ever taken part or even participated, you are truly appreciated. Everything is for the culture and the people that wish to witness, and that is solely why I personally try to continue to perfect the brand. Being able to walk into the event the day of, to see everyone’s face, and to just watch them enjoy such tremendous talent one day, one night, one venue: It’s the best feeling ever. It’s like getting to the bottom of your bag of fries and thinking that you’re done but you find one in the corner. Yeah, it’s that damn good!