About The 404 Collective

Four Black-owned Atlanta organizations. One city-defining mission. The producers of Atlanta’s official cultural holiday.

The Mission

The 404 Collective exists for one reason: to celebrate and elevate Atlanta’s culture on the city’s own terms.

Every April, The 404 Collective produces 404 Day Weekend — a four-day cultural celebration rooted in three pillars: Celebration, Community, and Philanthropy. It is Atlanta’s official cultural holiday, named for the area code that has become a global symbol of creativity, ambition, and Black excellence.

This is not a music festival. It is not a corporate activation. 404 Day Weekend is a citywide movement — recognized by the United States Congress, the State of Georgia, and the City of Atlanta, which unanimously proclaimed 404 Day in 2021. From the Scholarship Gala honoring Atlanta’s most impactful leaders, to the 404 Day Parade marching down Peachtree Street, to the Block Party that opens Underground Atlanta to thousands — every moment is designed to give this city its flowers while investing in its future.

We don’t just celebrate Atlanta. We put money back into it. Through The 404 Fund, we’ve awarded over $215,000 in scholarships and grants to AUC students and Atlanta small businesses. Because the culture that defines the A deserves more than a hashtag — it deserves a holiday, and that holiday deserves a purpose.

The Story: How 404 Day Became Atlanta’s Official Cultural Holiday

People have casually acknowledged April 4th as “404 Day” for years — a nod to Atlanta’s area code, a social media moment, a reason to post. But there was never an organized, intentional cultural celebration behind it. No programming. No purpose. No lasting impact.

That changed in 2020. Read the full history of 404 Day.

2020: The First Official 404 Day

ButterATL and Atlanta Influences Everything, in partnership with ChooseATL, produced the first “Official 404 Day” — a curated celebration with intentional cultural programming that went beyond social media posts and bar promotions. This was the first time 404 Day was treated as what it should be: a real holiday for a real city, with real programming to match.

2021: Atlanta Makes It Official

On April 4, 2021, the Atlanta City Council voted unanimously to sign a proclamation officially recognizing 404 Day as the city’s cultural holiday. The proclamation was presented by Councilman Andre Dickens — now Mayor of Atlanta — at Wild Heaven West End. The resolution named ButterATL, Atlanta Influences Everything, and their partners as the organizers behind the official celebration.

This was not symbolic. It was a government body saying: this is real, these are the people behind it, and this city recognizes what they’ve built.

2022: The 404 Collective Forms

To match the growing scale of the celebration, The 404 Collective was officially formed — a partnership of four Black-owned Atlanta organizations: ButterATL, Atlanta Influences Everything, Trap Music Museum, and Finish First. Together, they launched the first 404 Day Weekend as a multi-day experience: the inaugural 404 Fund Scholarship Gala, the first large-scale Block Party, and a concert series that brought the city together across neighborhoods and generations.

The 404 Fund was established through the Community Foundation for Greater Atlanta, creating a permanent nonprofit vehicle to channel the celebration’s energy into scholarships, grants, and community investment.

2023-2024: Building Momentum

Each year brought bigger crowds, deeper partnerships, and more impact. Fortune 500 companies — Microsoft, Coca-Cola, Delta Air Lines, Adidas — signed on as sponsors. Media coverage expanded from local Atlanta press to national outlets. The 404 Fund continued distributing scholarships to AUC Consortium students and Maynard Jackson Small Business Grants to Atlanta entrepreneurs. See the full economic impact report.

2025: The First Parade and Congressional Recognition

404 Day Weekend reached a new milestone with the inaugural 404 Day Parade — a 1.1-mile march down Peachtree Street featuring over 60 organizations, marching bands, dance teams, floats, and thousands of spectators. The same year, 404 Day received formal recognition from the United States Congress and the State of Georgia, cementing its status as a culturally significant institution beyond city limits.

Total attendance across all events surpassed 100,000. Economic impact exceeded $2.7 million for the City of Atlanta.

2026: The Movement Continues

404 Day Weekend 2026 runs April 1-4, featuring the 3rd Annual Scholarship Gala honoring Kathy Waller — the first Black woman to serve as CFO of a Fortune 100 company — the 2nd Annual Parade, and the largest Block Party to date. The city that raised us keeps raising the bar.

The Four Organizations Behind 404 Day Weekend

The 404 Collective is not a corporation. It is a partnership of four independent, Black-owned Atlanta organizations that came together because this city deserved better than what it was getting. Each brings a distinct strength to the table. Together, they represent the full spectrum of Atlanta’s cultural identity.

ButterATL

ButterATL is Atlanta’s culture publication — covering the music, food, fashion, art, and community stories that define the city. Founded by Brandon Butler, ButterATL has established itself as the go-to source for Atlanta culture coverage, spotlighting the people, places, and movements that make the A what it is. As a co-creator of 404 Day and a founding member of The 404 Collective, ButterATL brings editorial vision, community relationships, and production leadership to the weekend.

Atlanta Influences Everything (AIE)

Atlanta Influences Everything is more than a phrase — it is a cultural brand and community platform celebrating Atlanta’s outsized influence on music, fashion, language, and lifestyle around the world. Founded by Bem Joiner, AIE has become one of the most recognizable cultural identities in the city. As a co-creator of 404 Day and a founding member of The 404 Collective, AIE brings deep cultural credibility, brand power, and a loyal community that spans from Bankhead to Buckhead and far beyond.

Trap Music Museum

The Trap Music Museum is an immersive cultural experience in Atlanta that celebrates the city’s trap music legacy and its global impact. Founded by T.I., the museum has become one of Atlanta’s most-visited cultural attractions, drawing visitors from around the world who want to experience the genre and the city that created it. As a member of The 404 Collective, the Trap Music Museum brings massive cultural reach, a dedicated fanbase, and a direct connection to one of Atlanta’s most influential art forms.

Finish First

Finish First is a youth development and mentorship organization dedicated to empowering the next generation of Atlanta leaders. Through mentorship programs, community engagement, and direct investment in young people, Finish First represents the “giving back” pillar of The 404 Collective’s mission. Their focus on youth ensures that 404 Day Weekend is not just about celebrating the Atlanta of today — it is about building the Atlanta of tomorrow.

The 404 Fund: Investing in Atlanta’s Future

Every celebration during 404 Day Weekend serves a higher purpose. The 404 Fund is the nonprofit arm of The 404 Collective, established in partnership with the Community Foundation for Greater Atlanta, a 501(c)(3) organization (EIN: 99-4681104).

The 404 Fund channels the energy and resources generated by 404 Day Weekend into direct community investment through two primary programs:

AUC Consortium Scholarships

Each year, thousands of students of color in Georgia leave college because of financial gaps as small as $1,500. The 404 Fund Scholarship was created to change that. Scholarships are awarded to juniors and seniors at the Atlanta University Center Consortium — Spelman College, Morehouse College, Clark Atlanta University, and Morehouse School of Medicine — helping them stay on track to graduate and launch their careers.

Maynard Jackson Small Business Grants

Named for Atlanta’s first Black mayor and a champion of minority business development, the Maynard Jackson Small Business Grants provide direct financial support to Atlanta entrepreneurs. These grants invest in the small businesses that form the backbone of Atlanta’s neighborhoods and economy.

Since 2022, The 404 Fund has raised and awarded over $215,000 in scholarships and community grants. Additional community partners that have received support include The Grocery Spot, The Tender Foundation, and PAWKids.

All donations to The 404 Fund are tax-deductible. Learn more about The 404 Fund and how to contribute.

404 Day Weekend by the Numbers

Since 2022, 404 Day Weekend has grown from a local celebration into an economic and cultural force for the City of Atlanta.

100,000+ Total Attendees
$2.7M+ Economic Impact for the City of Atlanta
$215,000+ Scholarships and Grants Awarded
60+ Organizations in the 404 Day Parade

Official Recognition

United States Congress — Congressional recognition of 404 Day Weekend
State of Georgia — State-level recognition of 404 Day
City of Atlanta — Unanimous City Council proclamation (2021) officially recognizing 404 Day as Atlanta’s cultural holiday

Fortune 500 and National Partners

404 Day Weekend has attracted partnerships from some of the most respected brands in the world:

Microsoft
Coca-Cola
Delta Air Lines
Adidas
Atlanta United
Atlanta Falcons
Atlanta Hawks

Partners and Sponsors

404 Day Weekend is made possible through the support of partners and sponsors who share our commitment to celebrating Atlanta’s culture and investing in its communities.

Corporate and National Partners

Microsoft | Coca-Cola | Delta Air Lines | Adidas

Atlanta Sports Partners

Atlanta United FC | Atlanta Falcons | Atlanta Hawks

Local and Community Partners

Institutional Partners

City of Atlanta | Community Foundation for Greater Atlanta | AUC Consortium

Interested in partnering with 404 Day Weekend? Reach out about partnership opportunities.

Press and Media Coverage

404 Day Weekend has been covered by local, regional, and national media outlets, reflecting its growing significance as one of the most important cultural events in the American South.

Featured in: Forbes, The Atlanta Journal-Constitution, FOX 5 Atlanta, WSB-TV, 11Alive, Georgia Public Broadcasting, WABE, Axios Atlanta, Refinery29, The Atlanta Voice, Capital B Atlanta, Creative Loafing, Rolling Out, Atlanta Daily World, and Hoodline.

View our full press page and media kit.

Contact The 404 Collective

Whether you’re a member of the press, a prospective sponsor, a community organization looking to get involved, or an Atlantan ready to pull up — we want to hear from you.

General Inquiries: official404day@gmail.com
Partnerships and Sponsorships: bbutler@butteratl.com
Instagram: @atl404day
Website: 404weekend.com

Whether you grew here or you flew here — 404 Day Weekend is yours. Plan your weekend with our complete visitor guide or see what’s happening April 1-4, 2026.