THE STORY BEHIND FREAKNIK’S ‘RETURN’

Atrium owner: ‘It’s just another pool party.’

Social media has been abuzz this week at word that Freaknik was making a comeback, although a little investigation suggests we’ve actually been tweeting about what could be just another weekend party, albeit one with a clever branding campaign.

Instead of the rolling party revelers (and commuters) may recall from back in the day, this one is planned for a a venue in Stone Mountain, The Atrium. The facility hosts a wide range of cultural events, family reunions, weddings and other gatherings. The so-called “Freaknik” gathering planned for Sept. 3 is actually a pool party like so many others The Atrium hosts.

Only this one has some impressive marketing heft behind it.

“I’m getting calls from people asking if it’s for real,” said promoter Danny Hefner. “It is real. We’re expecting a lot of people from all over the country.”

Hefner didn’t attend the original Freakniks – he’s only 20 – but his mom did, and he’s heard stories.

He and his fellow promoters thought bringing back the party for a new generation would be fun.

“This is going to be wild, fun, just like parties used to be,” he said. “We’re expecting thousands of people.” Really? Well, we’ll see. Atrium owner Terry Brantley sounded bemused at all the attention this one party is receiving, when his facility has stayed busy for more than two decades hosting a range of cultural events. Recent offerings there have included a performance by R&B vocal group the Delfonics and reggae artists Richie Spice & The Elements Band.

“It’s just another pool party at the Atrium,” he said of the supposed Freanik 2.0. “We do this routinely.”

AJC FILE PHOTO Freaknik attendees use ancient contraptions known as video cameras during the rolling party’s mid-1990s heyday. A supposed comeback appears to be just another party with a clever marketing campaign.