A Market Gap Hidden In Plain Sight

The argument wasn’t framed primarily as a moral case, even though the cultural stakes were real to Gee.

It was rather framed as a market opportunity.

"If there is a distinct focus on Black culture, if there's a distinct focus on building toward a macro niche, there's incremental revenue, there's incremental business that's being missed," Gee told me.

That single statement does a lot of work by reframing Black culture as an underbuilt category with its own scale of economics, not a niche audience that can be served reactively, but one that demands proactive consideration.

Gee was explicit that the dollars were only part of the case he was making.

"Let alone the incremental opportunity that I can provide to the culture, not just dollars and cents, through experiences and joy, through employment, through investment," he said.

That second half of the thesis, covering employment, investment, and experience, is what separates a one-off festival booking strategy from an actual division-level business case.

Gee describes the resulting strategy in stark terms.

"We're going to double down on Black culture," he told me, recalling the conversation with his Roots Picnic co-founders, Questlove and Black Thought.

"That's going to be our space that differentiates us not only locally within the competitive landscape, festival landscape that we were dealing with locally, but also nationally and globally," he added.

It suggests Gee wasn't pitching a single event with upside, but an entire infrastructure layer that didn't yet exist inside Live Nation's portfolio.

The timing detail matters as much as the content of the pitch.

Gee says it wasn't until roughly the last decade that Roots Picnic itself "really sort of hit our stride with respect to the mission of the picnic," and that this shift "coincided" directly with the start of his Live Nation Urban partnership.

Black Thought made a nearly identical observation in our recent interview.

"This year felt like the Roots Picnic had arrived," Black Thought said.

The comments suggest that the festival's growth and the formation of Live Nation Urban were unfolding in parallel, each reinforcing the other as the organization refined its vision and expanded its reach.

Made in America intensified competition in the regional festival market and reinforced Gee’s argument that differentiation, not scale alone, would determine long-term success.

This is a familiar pattern in how large companies build out new verticals, but it's rarely this traceable to a single competitive moment.

Most internal business cases for a new division get built retroactively, dressed up after the fact as foresight.

Gee's own account puts the sequence in plain view: increased festival competition, a market gap thesis pitched to leadership, and then a venture built specifically to occupy that gap before someone else did.

Building Beyond The Roots Picnic

Once the thesis was approved, the execution wasn't limited to one property.

Roots Picnic became the flagship, but Live Nation Urban evolved into a broader platform for Black cultural experiences.

Under Gee’s leadership, the division expanded across festivals, live events, and community-focused programming through partnerships with BET Experience, ONE Musicfest, Broccoli City Festival, and Mary J. Blige’s Strength of a Woman Festival & Summit, while also developing initiatives such as a week-long HBCU fundraiser in partnership with Robert Smith's Student Freedom Initiative.

That detail is worth sitting with, because it shows the venture wasn’t simply a label slapped onto Gee's existing relationships with The Roots.

It was capitalized and structured to originate new programming of its own, rather than simply leverage an audience that already existed.

A major company's leadership treated a competitor's market entry as evidence of an unaddressed category, rather than just a threat to defend against.

Gee's framing, that the absence of a distinct Black-culture focus represented missed "incremental revenue" and missed "incremental business," is the kind of argument that's easy to make in hindsight and genuinely hard to make convincingly in the room before the results exist.

Roots Picnic's subsequent growth, and the venture's expansion into HBCU programming, the Hollywood Bowl, and now international markets, suggests Rapino found the argument convincing at the time it mattered most.

Nearly a decade later, the competitive case Gee made internally reads less like an experiment that paid off and more like a thesis that's still compounding.