Alright – so today we’ve got the honor of introducing you to Michael Robertson. We think you’ll enjoy our conversation, we’ve shared it below.

Michael, thanks for taking the time to share your stories with us today Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

The idea of Crawfish for a Cause started from something deeply personal. A few friends and I wanted to do something to honor our friend Cole, who lost his battle with depression. What began as a simple backyard gathering quickly grew into something much more powerful, a community coming together to celebrate life, raise awareness, and make mental health an open and honest conversation.
That first year, we thought maybe 75 people would come. Instead, around 150 showed up. We cooked about 200 pounds of crawfish, listened to live music, and spent the day surrounded by people who shared the same purpose. It was heartfelt, meaningful, and full of connection. By the end of that first event, we knew this was something special.
The next year, we planned for 400 attendees, but around 800 came. By the third year, we aimed for 1,000 and ended up with about 1,200. And this past year, in 2025, we welcomed around 1,500 people and cooked roughly 1,000 pounds of crawfish, making it one of the largest crawfish boils in Atlanta. What started as a small backyard event has evolved into a full-scale festival built on community, purpose, and a shared mission.
As our crowds grew, we realized we needed structure to support our passion. We formed committees for band selection, marketing, sponsorships, and logistics. We established a board to help manage finances and guide our long-term vision. One of the biggest steps forward was becoming a 501(c)(3) nonprofit organization. That move enabled us to raise funds transparently and opened the door to impactful sponsorships and partnerships, helping us grow sustainably.
From there, Crawfish for a Cause became the driving force behind the Mental Awakening Music Festival, an annual event focused on raising awareness and funds for mental health and suicide prevention. The festival blends music, food, and community to create an atmosphere that is both uplifting and purposeful.
We have learned as we have grown. None of us started out knowing how to organize a large-scale festival, but each year has taught us something new. We have learned how to negotiate with bands, coordinate volunteers and vendors, secure permits and insurance, and manage the logistics of hosting more than a thousand people. Every challenge has made us better, and every success has deepened our commitment to the cause.
At the heart of it all, this has always been about community. Crawfish for a Cause is about bringing people together and making it okay to talk about mental health, especially for teens and young adults who often struggle in silence. It is about using music and shared experience to create hope, connection, and understanding.
Looking back, it is incredible to see how far this has come, from a few friends cooking 200 pounds of crawfish in a backyard to an organized, community, driven event raising awareness for something that touches so many lives, and raising money for local nonprofits that can use those funds to make a real difference in the mental health community, focusing on teen and young adult mental health support. And we are still growing, still learning, and still committed to building a stronger community around a cause that truly matters.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’ve always had a passion for music, community, and bringing people together. I work in investment banking now, but my background is in accounting, which has come in handy for organizing and managing the financial side of large-scale events. Back in college, I helped run philanthropy events, so I’ve always enjoyed that combination of logistics, purpose, and people coming together for a cause.
Music has always been a big part of my life. I used to travel to see live shows and festivals all over the country. There’s something about the energy of live music that creates connection; it brings people together in a way that’s hard to replicate anywhere else.
When we lost our friend Cole to depression, that moment really changed things for me. It was painful, but it also lit a fire. I had stepped away from organizing events for a while, but that loss pulled me back in, out of “retirement,” so to speak. It gave me a reason to take everything I’d learned in business, event organizing, and community building, and use it to make a difference.
That’s how Crawfish for a Cause began. A few friends and I wanted to do something to honor Cole, something that would bring people together and raise awareness for mental health. It started as a small backyard crawfish boil and has grown into the Mental Awakening Music Festival, a full-scale event that now draws over 1,500 people each year and raises funds for local nonprofits focused on teen and young adult mental health support.
What I love most about this work is the balance between structure and heart. My professional background helps with the operational and financial side, building a board, managing budgets, organizing committees, and keeping things running efficiently. But the personal side, the music, the people, the sense of community, is what gives it purpose.
What sets us apart is that everything we do is driven by authenticity. None of this was built for recognition or business; it came from a place of love, loss, and wanting to make a positive impact. We’re creating something that not only celebrates music and food, but helps make mental health something people can talk about openly.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing our audience has been creating a genuinely great experience for the people who come. From day one, we’ve believed that if you focus on putting on a great event —one that’s well-organized, fun, and true to its purpose —growth will follow naturally.

For us, that means paying attention to the details. We make sure the event flows well, that people aren’t waiting in long lines or overpaying for drinks, and that the atmosphere stays laid-back and welcoming. We’ve worked hard to keep beer and drink prices reasonable, which we think is one of the big things that sets us apart from other festivals. We want people to feel like they’re part of something special, not just another crowded event.

The music is also huge. Each year, we’ve focused on bringing in great bands that fit the vibe and energy of the day, artists who not only sound incredible but also believe in what we’re doing. Pair that with quality vendors, good food, and a clear mission, and you end up with something people want to come back to and tell their friends about.

Authenticity has been our best marketing tool. People can tell when something is real, and from the start, Crawfish for a Cause and the Mental Awakening Music Festival have been about more than just music or crawfish; they’re about community and purpose. When attendees feel that, they become ambassadors for the event, and that word-of-mouth growth has been more powerful than any ad campaign could ever be.

We’ve learned that if you create a great experience, stay true to your values, and focus on community over profit, people will come —and keep coming back.

How do you keep your team’s morale high?

For me, it all starts with purpose and communication. When people understand why they’re doing something and feel connected to the mission behind it, they naturally stay motivated. At Crawfish for a Cause, everyone involved, from our board to our volunteers, knows that what we’re doing matters. We’re not just putting on a festival; we’re raising awareness for mental health and creating a space that brings people together. That shared sense of purpose keeps morale high even when the work gets stressful.

I’ve also learned how important it is to listen. Everyone on the team brings different strengths, and creating space for their ideas and input goes a long way. When people feel heard and trusted, they take ownership and pride in what they’re doing. That’s when the best ideas come out, and when the team feels like a true community rather than just a group of individuals checking boxes.

I try to lead by example and stay as hands-on as possible. Whether it’s loading in gear, checking on vendors, or making sure volunteers are comfortable during their shift/task and having fun, no task is too small. When your team sees that you’re willing to get in the trenches with them, it sets the tone.

Lastly, it’s important to celebrate wins, big and small. After each event, we take time to reflect on what went right, thank everyone involved, and just enjoy the moment. Gratitude builds culture. When people feel appreciated, they give even more the next time.

At the end of the day, the key to managing a great team is to make sure everyone feels connected, valued, and part of something bigger than themselves. When that happens, morale takes care of itself.

Contact Info:

• Website: https://crawfishforacause.com/
• Instagram: https://www.instagram.com/crawfish.for.a.cause/
• Facebook: https://www.facebook.com/CrawfishForACauseATL/
• Linkedin: https://www.linkedin.com/company/crawfish-for-a-cause

Image Credits

https://www.instagram.com/alexculbrethphotos/

Alex Culbreth