Culture Meets Court: San Antonio's Free Final Four Music Festival Brings Star Power to the City
By Leroy Adams
San Antonio’s turning up the volume for Final Four weekend—and the vibe feels like a mix between the NBA All Star Weekend and ACL, with a cultural twist. From April 4–6, the March Madness Music Festival will bring Grammy-winning artists, emerging creatives, and fan-favorite performers to Tower Park at Hemisfair, just blocks away from the heart of the NCAA action. And yes, it’s all free.
Presented by the NCAA, TNT Sports Live Events, and sponsors AT&T, Coca-Cola, and Capital One, the three-day festival celebrates the culture that surrounds college basketball—where hoops meet hits, and the court meets the culture.
Friday, April 4 — AT&T Block Party
Grammy Award-winner Pitbull brings the party as Friday night’s headliner, but it’s the opening acts that have our attention. Rising rap phenom Doechii, whose explosive mixtape Alligator Bites Never Heal shook the culture, is set to hit the stage alongside the ethereal and genre-bending Ravyn Lenae.
Time: 4:30 PM – 10 PM
Pro Tip: AT&T customers can use the Fast Lane for quicker entry—just show the AT&T icon on your phone.
Saturday, April 5 — Coca-Cola LIVE!
Southern grit meets global stage with Jelly Roll, the genre-blurring artist headlining Saturday night. Joining him is the one and only T-Pain, whose timeless hits are guaranteed to get the crowd moving. Also on the bill is rising country artist Willow Avalon, kicking off the day’s performances.
Time: 3 PM – 9 PM
Sunday, April 6 — Capital One JamFest
Grammy Award-winner Chris Stapleton headlines JamFest, bringing country soul and southern storytelling to the San Antonio skyline. Sunday’s lineup also includes Benson Boone, whose single “Beautiful Things” has become a TikTok favorite; Nathaniel Rateliff & The Night Sweats, delivering high-energy soul-rock; and Brothers Osborne, six-time CMA Vocal Duo of the Year.
Time: 2:30 PM – 10:30 PM
Capital One cardholders can skip the line via Cardholder Priority Access and unwind in the exclusive lounge.
Why This Festival Matters
The Final Four may bring basketball, but San Antonio is bringing the culture. The March Madness Music Festival is a stage for music, community, and celebration. It’s a place where Doechii's genre-pushing style and Chris Stapleton’s gritty vocals can live in the same weekend. Where local fans and travelers gather not just for a game, but for a full-on cultural experience.
The last time the Final Four came to San Antonio in 2018, we saw names like Maroon 5, Imagine Dragons, and Panic! at the Disco grace the stage. This year’s lineup leans even more into diversity, energy, and cross-genre appeal, reflecting the modern fan’s playlist: genreless, global, and unapologetically Black, Southern, country, and everything in between.
Whether you’re here for hoops or the hits, Final Four Fest is where the city shows out. And like every great destination, San Antonio is proving that culture isn’t just the backdrop to travel—it’s the reason for it.
