BRISTOL, Va.-Tenn., (Aug. 28, 2025) – The Birthplace of Country Music (BCM), the parent nonprofit organization of the Birthplace of Country Music Museum, the annual Bristol Rhythm & Roots Reunion music festival, and WBCM Radio Bristol, proudly announces the hire of Richard Oakley as the organization’s new Festival Director. Oakley brings deep experience in large-scale event operations ahead of a major milestone for Bristol Rhythm & Roots Reunion.
“We are thrilled to welcome Richard to BCM and to the Bristol community,” said BCM Executive Director Melissa Roberts. “His depth of experience with high-quality festivals and events brings invaluable insight as we continue to innovate and elevate the festival experience at Bristol Rhythm & Roots Reunion, which celebrates its 25th anniversary next year. Richard’s leadership and operational expertise come at the perfect time to help us dream bigger, plan smarter, and deliver the very best to the fans, artists, and visitors who come from near and far to experience our historic city and the celebration of our music roots.”
Oakley will assume responsibilities previously managed by multiple staff members, including Baylor Hall, who has transitioned into her new position as BCM Deputy Director, and Leah Ross, Director of Community & Government Relations. Richard’s leadership will help streamline operations and enhance the impact of the festival moving forward.
A native of Raleigh, N.C. and graduate of Appalachian State University, Oakley brings with him an impressive resume of experience working with some of the largest and most well-known events in the country over the past decade. His work has spanned over 100 globally recognized music festivals such as Bonnaroo, Coachella, Lollapalooza, Dreamville, Outside Lands, Rolling Loud, and FloydFest, as well as high-profile sporting events including the NHL Winter Classic, F1 Las Vegas, NCAA March Madness, and others. He has served in key leadership roles in areas such as Ticketing, Credentials, Artist Relations, Transportation, Site Operations, Traffic Management, VIP Management and Guest Services.
“I am humbled to have been entrusted with Bristol Rhythm & Roots Reunion,” said Oakley. “I promise to honor the history that started with the 1927 Bristol Sessions, while leading Bristol Rhythm & Roots Reunion into the next century of a constantly changing live music landscape.”
Oakley steps into his new role as the festival team gears up for this year’s 24th anniversary event, with plans already in motion for future growth and continued excellence. With a focus on scalability and people-centered leadership, he plans to optimize both behind-the-scenes operations and on-the-ground experiences.
“My approach is based on building systems that work, and taking care of the people that work them. My intent is to direct teams with clarity and purpose, and deliver safe, exceptional experiences for patrons, artists, guests, contractors, and vendors alike.” said Oakley. “Whether in the box office or out in the field, my goal is to bring a calm, solution-oriented approach to the unpredictable world of live events.”
Bristol Rhythm & Roots Reunion is slated for Sept. 19-21 along State Street in Historic Downtown Bristol, Tenn.-Va. Visit the festival’s website at BristolRhythm.com for more information and to purchase tickets.
The organization’s flagship event, the 
