The Black Eyes Beans (BEB) or cowpea festival is a cultural festival in the Sofia region in the northwestern part of Madagascar, during which the organizers aim to promote the agricultural and cultural development of the region. This region is known as the Malagasy capital of BEB, whose farmers represent 80% of the region's inhabitants. The production area is mainly located in two districts: Port-Bergé and Mampikony. This work therefore aims to present the importance of black eyes culture but also to demonstrate the cultural richness in artistic music through the BEB festival in the Sofia region. To this end, many beneficiaries benefit from the organization of the festival. Mainly BEB producers for sale. It is a great opportunity for farmers and even for those who are not involved in the cultivation of said product to exhibit their productions. It is also a highlight for artistic festivities. Artists actively participate during the event by providing entertainment and making the days more festive. Thus, compared to other festivals in Madagascar, the BEB festival is typical of the Sofia region in view of the agricultural and artistic potential presented there. Behind this festival event lies an exploitation of enormous economic potential. Thus, recommendations are then proposed to all stakeholders, both farmers or producers, the organizer, and decentralized local authorities for the improvement and sustainability of the BEB festival.