Article by Laura Trott with photography by Fitz
Lead photo of Jarrell Williams at Three Ships Coffee in Virginia Beach.
I have had a lot of people ask me recently, what’s Nomarama, and who is Jarrell Williams? After stalking his Instagram account (@_nomarama_) and Facebook page, plus watching all of the available Nomarama videos on Youtube like some late-night creep, I finally had the pleasure of talking to him face-to-face to figure out who he is and what Nomarama is.
In person, initially he seemed a bit reserved and maybe preoccupied, but that’s fair considering the scope of his project and the amount of work it requires. Once we got talking, he opened up more about Nomarama with the same passion and energy you’d be familiar with after watching his online videos. He is thoroughly invested, and at times maybe a little bashful but humble. This is something I like about Jarrell; he is genuine and definitely not bullshitting anybody. That on camera persona is him, and he was just as friendly and charming as I was expecting him to be. He cares a lot about Nomarama and the people he connects with, and considers himself an emotional philanthropist. Just don’t call him a journalist.
Jarrell Williams at his home in Virginia Beach
You might have noticed Nomarama being referred to as a “burger club”, which is not necessarily untrue. In the early beginnings, Jarrell and his friends just wanted to eat good burgers, so the burger club was more of a burger-centric get together with friends. Nomarama had a brief existence as a burger pop-up, however Jarrell felt like while he liked what he was making he wasn’t in love with it, and at the same time he was pretty stoked about what other chefs in the area were doing.
According to Jarrell, he isn’t a chef and didn’t want to discredit the industry so he thought maybe it would be better to put a spotlight on the local chefs and restaurants he enjoyed. With that in mind, he endeavored into promoting local food and culture through video documentaries, food events, and chef’s competitions.
He definitely had in his mind to do four documentary episodes, and one of them is available now to watch on the internet along with an assortment of reviews and visits to various local spots. As for the other three, we will have to wait a little bit on those. Jarrell’s original partner Chris Conway was at the time in charge of the technical side of the episodes, and when prodded, all Jarrell would tell me was that he had too much on his plate at the time, and may have underestimated the amount of technical work it takes to actually produce an episode. With even more prodding, Jarrell hinted at the next episode maybe containing guest hosts and more collabs, and is definitely excited about it when it does see the light of day.
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Wasserhund Brewery Company presents the 2nd Annual Oktoberfest Event for all of Coastal Virginia and beyond on September 16th from noon till 6pm at Hunt Club Farms. This event will serve as the quintessential Oktoberfest for our area featuring over 20 breweries, traditional German food and fair, festival rides, and so much more. For more info click the flier above or visit squadup.com/events/wasserhund-oktoberfest-2017
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What else is he up to? Some of you out there may have been familiar with the Nomarama Slider Burger Battle hosted at O’Connor Brewing, which also happened to be his first act of philanthropy. “We eat really well – some people out there don’t,” Jarrell explained when asked about his work with the Foodbank of Southeastern Virginia; “It sucks that people have to go through that.” As we discussed poverty right here in Norfolk, he explained to me briefly about his childhood and growing up in poverty while waving his long-fingered hands in emphasis. His mission, it seems, is to make caring cool; the Slider Burger Battle yielded a substantial donation to the Foodbank, and future events will have similar charitable ends.
It is important to mention that Jarrell and Nomarama did not just pop up out of nowhere. In his earlier days you could regularly find him at Elm and Oak, a local design, apparel and art shop. He would stay there for hours watching all the artists and getting so much exposure to the scene that he became a recognizable face himself, receiving invites to local shows. All he knew is that he had to be a part of it somehow. He had to start putting something out and being a part of that scene. Jarrell picks up on the energy and passion of other people, and I would go as far as to say that it is what fuels him and Nomarama. This is not to say that he does not have any energy and passion of his own; he just funnels it into finding those that are interesting and cool and putting a spotlight on them.
Jarrell Williams judging BBQ WARS: Hampton Roads at Wasserhund Brewing Company
From an outsider or natives point of view at first glance, Norfolk and the surrounding area might seem boring without much to do. If you have been following Nomarama’s videos, however, you should know better. According to Jarrell, the real food scene here is a little hidden away. His response when asked why is both critical and filled with frustration. “Certain people and restaurants are getting glorified when they shouldn’t be. Lots of local chefs here are doing great stuff.” And his rant doesn’t end there. Exasperated, Jarrell explained that he hears a lot of people saying they wish certain types of food were here, that we had them available to us. “We do! You have to find it. [There is] so much to do, so much to see, so much to eat here. Virginia sucks, Norfolk sucks […] no dude, you suck!” he blurts out, waving his hands.
Jarrell’s frustration is justified, the hot spots in Norfolk can seem to be nonexistent at first, but they’re definitely there. They just need to be found and recognized for what they are. Jarrell is a big proponent of you never know if you don’t try, recommending newbies and natives alike to just travel, ask questions, spark conversations, and at least search online to see what’s here. This might be what is at the heart of the sometimes ambiguous Nomarama; refocusing the lens on local chefs and under the radar restaurants that deserve the recognition is something I can definitely get behind.
Figured out exactly what Nomarama is yet? Don’t feel like you’ve missed the bus on this one if you haven’t. In fact, I’m not sure that Jarrell always knows what Nomarama is himself. He is genuinely passionate about what he’s doing and enjoys showcasing the passion in others. For now, Jarrell prefers not to label Nomarama which is suitable, as I’m not sure how to label it either. Part promoter, part food show personality, Jarrell Williams and his cheeky grin are here to remind us what is cool on the local level, and hopefully will be doing so for the next several years.
For more on Jarrell Williams and Nomarama visit nomarama.org
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