Beyoncé fans turn Atlanta into 'Cowboy Carter' central with events during her tour stop

USA Today

15-07-2025

ATLANTA – Beyoncé Knowles-Carter brought her "Cowboy Carter" tour to Atlanta, and fans made sure it was more than just a concert, turning the occasion into a weeklong cultural experience.
The Grammy-winning singer kicked off her first concert at Mercedes-Benz Stadium in Atlanta July 10, marking her first of four shows at the stadium on her Cowboy Carter and the Rodeo Chitlin' Circuit Tour. And throughout the week, the city buzzed with celebrations and fan-hosted events to mark the tour stop.
Atlanta native Deron Jordan, and self-proclaimed King of the Beyhive, has been hosting Beyoncé related events since 2018, and he made sure Beyoncé's "Cowboy Carter" era was no different. He collaborated with other Beyhive influencers to help organize fan-led events this time around.
"Atlanta got something special with four shows across five days. I saw that as a moment to create something bigger than just the concerts. I wanted fans to experience the era, not just the performance. So I put together a lineup of events for every member of the Beyhive," says Jordan. "I wanted people to make memories that would last beyond the stadium."
Those events included two brunches, a celebration dubbed The Hive Hoedown, a Beyhive choir rehearsal where fans sang and dances all of Beyoncé's hits, and a Beyoncé pop-up selfie museum.
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"For me, it has always been about community," Jordan said, adding he wanted to give Beyoncé's core fans "a safe space where they can be themselves, connect, and celebrate Beyoncé together."
"'Cowboy Carter' is about legacy, storytelling and reclaiming identity. I wanted the events to reflect that and to feel like a continuation of her message," Jordan said.
Each event featured music, dancing and vendors, including Darrelle Jones, who has been traveling to each tour stop and selling hand-held fans.
"When you think about line dance and you think about community – all of us being in sync, being together – and with how crazy the world is right now, we just need the joy. We need to come together, dance, have fun. And so if I could be a part of that by showing my creativity and selling fans and clacking them with some people, then I'm all for it," Jones said.
And these events certainly passed the vibe check, filled with community, connection and infectious energy that radiated throughout each one.
"The entire weekend is culture," said fan B Thompson while attending the The Hive Hoedown and Beyhive choir rehearsal July 12 at Atlanta's Believe Music Hall. "This entire weekend has been about celebrating Black culture and taking back what we own from the beginning."
And other attendees like Robin Bonney, who traveled from Montgomery, Alabama, seemed to agree.
Bonney went to Beyoncé's third "Cowboy Carter" concert in London but says "I had to see her a second time."
She added, "It was phenomenal, but to come to Atlanta and to be of the community and the vibes is so much different. I had to be here, and it exceeded my expectations. Coming to events like this, everything was very inclusive, it was very friendly and nobody is left behind."
Jordan puts it plainly, "Beyoncé loves Atlanta, and we love her right back. It was important for this city to show up and celebrate her properly." Meanwhile, William Gilmour called the vibes of entire the week "immaculate."
Beyoncé first debuted her "Cowboy Carter" tour at SoFi Stadium in Los Angeles on April 28 with a 39-song set list. Her shows – filled with family, fashion and different music genres – will end in Las Vegas July 25 and July 26.
"By the time the tour wraps up this month, I will have attended 10 shows in five cities. Every single one has been unforgettable, and each city brought a different kind of energy," says Jordan.
With the tour approaching its end, fans in Atlanta are feeling the bittersweet reality.
"It's definitely a mix of emotions. On one hand, I'm sad, because when the tour ends, Beyoncé usually goes quiet. But I also know that when she goes quiet, she is working on something major," Jordan says.
Bonney echoed the same sentiments, saying, "I'm so hurt that it's ending. It's not going to be the same but I'm going to be looking forward to what she has for Act III, 'cause baby, Act II is the one for the books."
Follow Caché McClay, the USA TODAY Network's Beyoncé Knowles-Carter reporter, on Instagram, TikTok and X as @cachemcclay.