In March 2019, Williams and the city of Virginia Beach announced the launch of a three-day music and cultural festival titled Something in the Water, to be held during College Beach Weekend, April 26–28, on the Virginia Beach Oceanfront. The festival, created by Williams as a solution to years of violence on the Oceanfront associated with the aforementioned College Beach Weekend, also featured activities such as an Adidas Creator Park; conferences on technology, racial equality, and the music industry; and a pop-up church service featuring 20 local churches and performances by nationally renowned Gospel artists such as Kirk Franklin and Mary Mary. The festival featured solo performances by Travis Scott, SZA, J Balvin, Chris Brown, Anderson .Paak, Jhené Aiko, Kaytranada, Pusha T, Charlie Wilson, Teddy Riley, D.R.A.M., Rosalía, A$AP Ferg, and Mac DeMarco, in addition to the "Pharrell and Friends" set that closed the festival's second day, featuring Williams and a lineup of guests, including Jay-Z, Snoop Dogg, Diddy, Missy Elliott, Timbaland, Usher, N.E.R.D., Busta Rhymes, and Tyler, the Creator. Additional guest appearances during the festival's final day included Trey Songz, Fabolous, Lil Duval and members of SWV and BLACKstreet. Acts such as the Dave Matthews Band, Migos, Janelle Monáe, and Lil Uzi Vert were slated to perform on Friday, August 26, but were cancelled due to severe thunderstorms.
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