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See How the Essence Festival Celebrated Its 30th Birthday

The annual event featured daytime programming and evening concerts along with brand activations and experiences that included nods to the past three decades.

July 22, 2024

Coca-Cola Company has been the presenting sponsor of the festival since 1995.Photo: Courtesy of Coca-ColaNEW ORLEANS—At the 2024 Essence Festival of Culture presented by Coca-Cola, attendees celebrated the event’s 30th birthday with a look at the past, present, and future of Black culture.

As usual, the four-day event took place in New Orleans July 4-7, with daytime experiences held at the Ernest N. Morial Convention Center and an evening concert series at Caesars Superdome. It featured headlining performances from Usher, Janet Jackson, Charlie Wilson, and Victoria Monét.

Once again, the event featured different zones including returning faves such as the Essence Food & Wine Festival, Beautycon: @EssenceFest Edition, Afropunk Blktopia, Essence Film Festival by Essence Studios, Essence Stage, Soko Mrkt by Essence, Essence Authors, Essence GU Creators House, and GBEF HQ, as well as new ones such as Essence Hollywood House and the Suede: Men’s Experience (formerly known as “In His Zone").

For this year’s festival, Mark Stephen Experiential Agency was tasked with creating Beautycon: @EssenceFest Edition, the Wellness House, the Essence Authors, and Soko Market. “With Instagram and TikTok permeating our day-to-day lives more than ever, we knew that this year needed to be all about the photo and video moments,” said Mark Testa, founder and CEO of the agency.

“From a unicorn statue guests could sign to banners with impactful statistics, each of our environments enabled Essence Fest attendees to fully immerse themselves in the festival, with countless opportunities to document it all,” he said.

In addition to title sponsor Coca-Cola, other major partners included AT&T, L’Oréal, McDonald’s, and Target.

Keep scrolling to see more from inside this year’s Essence Festival...

The event took place in New Orleans July 4-7, with daytime experiences held at the Ernest N. Morial Convention Center and an evening concert series at Caesars Superdome.

The event took place in New Orleans July 4-7, with daytime experiences held at the Ernest N. Morial Convention Center and an evening concert series at Caesars Superdome.

Photo: Aaron J. Thornton/Getty Images for ESSENCE

Essence unveiled a new brand campaign titled “We Love Us” at the festival.

Photo: Paras Griffin/Getty Images for ESSENCE

Attendees hit the pink carpet at the convention center.

Attendees hit the pink carpet at the convention center.

Photo: Paras Griffin/Getty Images for ESSENCE

Essence Ventures CEO Caroline A. Wanga and Vice President Kamala Harris chatted during the festival.

Essence Ventures CEO Caroline A. Wanga and Vice President Kamala Harris chatted during the festival.

Photo: Arturo Holmes/Getty Images for ESSENCE

Beautycon: @EssenceFest Edition

Beautycon: @EssenceFest Edition

The Beautycon: @EssenceFest Edition activation at the entrance welcomed attendees to the area with giant beauty blenders, mirrored lighted pods, and images of diverse beauty.

Photo: Courtesy of Mark Stephen Experiential Agency

The stage was crafted with similar LED light boxes, offering a platform for creators, industry voices, and celebrities like Serena Williams to discuss the beauty trends, issues, and solutions driving the industry forward. Photo moments inspiring self-love were stationed around the environment, including heart-shaped selfie mirrors.

The stage was crafted with similar LED light boxes, offering a platform for creators, industry voices, and celebrities like Serena Williams to discuss the beauty trends, issues, and solutions driving the industry forward. Photo moments inspiring self-love were stationed around the environment, including heart-shaped selfie mirrors.

Photo: Courtesy of Mark Stephen Experiential Agency

Wellness House

Wellness House

Soothing blue and purple hues, soft lighting, and floating egg chairs welcomed attendees who were looking for a place to lounge. Mark Stephen Experiential Agency built booths where attendees could speak with professionals and check in on their health and well-being, including “Check Yourself” stations for minor physical health checkups, “Mind Over Matter” to discuss mental health topics, and “Let’s Talk about Sex” for sexual health discussions.

Photo: Courtesy of Mark Stephen Experiential Agency

The lounge doubled as a meditation center, offering comfortable beanbag chairs and an illuminated semitranslucent sphere light that emulated a moon.

The lounge doubled as a meditation center, offering comfortable beanbag chairs and an illuminated semitranslucent sphere light that emulated a moon.

Photo: Courtesy of Mark Stephen Experiential Agency

Essence Authors

Essence Authors

The bookstore highlighted the work and voices of Black authors and publishing professionals. Banners with statistics about Black authors and publishers appeared above the bookcases.

Photo: Courtesy of Mark Stephen Experiential Agency

The stage area featured comfortable seating where attendees listened to author panels and other guest speakers.

The stage area featured comfortable seating where attendees listened to author panels and other guest speakers.

Photo: Courtesy of Mark Stephen Experiential Agency

Soko Mrkt

Soko Mrkt

Black entrepreneurs in art, fashion, literature, home goods, and more came together to share ideas and showcase their products at Soko Mrkt. The stage served as the gathering place for the community to share advice and inspiration for building businesses and generating wealth.

Photo: Courtesy of Mark Stephen Experiential Agency

Coca-Cola

Coca-Cola

The Coca-Cola stage in the convention center featured performances by J.T., Musiq Soulchild, and Keyshia Cole, along with panel discussions.

Photo: Courtesy of Coca-Cola

Cooking demonstrations were hosted by Alex Hill, Nyesha Arrington, and Donnie Stykes (pictured) in the Coca-Cola Kickback Kitchen. Attendees were able to donate to Vincent’s Vault Food Pantry, an organization that addresses food insecurity, benefiting students in need at Xavier University of Louisiana. The Coca-Cola Foundation matched each donation up to $30,000.

Cooking demonstrations were hosted by Alex Hill, Nyesha Arrington, and Donnie Stykes (pictured) in the Coca-Cola Kickback Kitchen. Attendees were able to donate to Vincent’s Vault Food Pantry, an organization that addresses food insecurity, benefiting students in need at Xavier University of Louisiana. The Coca-Cola Foundation matched each donation up to $30,000.

Photo: Courtesy of Coca-Cola

Coca-Cola Company has been the presenting sponsor of the festival since 1995.

Coca-Cola Company has been the presenting sponsor of the festival since 1995.

Photo: Courtesy of Coca-Cola

AT&T Dream in Black

AT&T Dream in Black

The AT&T Dream in Black connected stage featured a range of performances from artists, DJs, and entertainers, including Jeremih, Jadakiss, Mýa, Cari Champion, KevOnStage, Arin Ray, Affion Crockett, and more. Each night paid tribute to the past three decades: Night one headlined by Jadakiss recognized the '90s; night two honored the 2000s with headliner Jeremih; and night three celebrated 2020 and beyond with Mýa (pictured).

Photo: Courtesy of AT&T

The activation space included an interactive hub featuring performances, panels, photo opportunities, and giveaways.

The activation space included an interactive hub featuring performances, panels, photo opportunities, and giveaways.

Photo: Courtesy of AT&T

Delta Air Lines

Delta Air Lines

Delta made its inaugural appearance at this year’s festival. Attendees were welcomed by the airline as they arrived at the Louis Armstrong New Orleans International Airport with special touchpoints including onboard announcements, greetings from Delta brand ambassadors, musical performances, a local second-line band, and coffee from Portrait Coffee.

Photo: Courtesy of Delta Air Lines

At the festival, Delta presented its Fly Girl Travel Confessional, an interactive booth where attendees had the opportunity to record their travel stories and identify their 'Fly Girl' persona—Foodie, Cultured Queen, Turn Up, Planner, or Social Plug. While at the booth, attendees also had the opportunity to taste specialty cocktails from Black-owned vendors that Delta partners with in-flight, such as Du Nord Social Spirits and La Fête du Rosé. Participants were also given specially curated Fly Girl merchandise including satin pillowcases, sweatshirts, and more.

At the festival, Delta presented its Fly Girl Travel Confessional, an interactive booth where attendees had the opportunity to record their travel stories and identify their "Fly Girl" persona—Foodie, Cultured Queen, Turn Up, Planner, or Social Plug. While at the booth, attendees also had the opportunity to taste specialty cocktails from Black-owned vendors that Delta partners with in-flight, such as Du Nord Social Spirits and La Fête du Rosé.  Participants were also given specially curated Fly Girl merchandise including satin pillowcases, sweatshirts, and more.

Photo: Courtesy of Delta Air Lines

The Walt Disney Company

The Walt Disney Company

The brand’s “We Came To Play” booth showcased the new Lookout Cay at Lighthouse Point in the Bahamas that guests aboard the Disney Cruise Line can experience.

Photo: Marcus Ingram/Getty Images for ESSENCE

...and the new Tiana’s Bayou Adventure ride at Walt Disney World and Disneyland Resort.

...and the new Tiana’s Bayou Adventure ride at Walt Disney World and Disneyland Resort.

Photo: Marcus Ingram/Getty Images for ESSENCE

PDC Brands

PDC Brands

Conversate Collective worked with PDC Brands, including Cantu, Dr Teal's, Eylure, and Bodycology, to create a beauty and wellness oasis for attendees at the festival. Guests were able to pose at an augmented reality photo experience featuring actress and Cantu brand ambassador Skai Jackson; get false eyelash applications from Eylure; create a signature scent by layering fragrances from Bodycology; and receive a hand or shoulder massage from Dr Teal's. Attendees also received a full-size product plus a gift bag containing samples.

Photo: Courtesy of Conversate Collective

Jackson (pictured left) made an appearance at the activation, which was followed by an invite-only lunch that included a fireside chat where she discussed her haircare tips and career.

Jackson (pictured left) made an appearance at the activation, which was followed by an invite-only lunch that included a fireside chat where she discussed her haircare tips and career.

Photo: Courtesy of Conversate Collective

Refinery29

Refinery29

Refinery29 alongside R29’s Unbothered and Somos joined their sister brand at this year’s festival. (Refinery29 and its brands were acquired by Sundial Media Group, which owns Essence, Girls United, Afropunk, Naturally Curly, and more, earlier this year.) The activation included nail techs from Black woman-owned, New Orleans-based nail salon Lab & Lounge who provided manicures and accent designs.

Photo: Rheanna Gaskin

At the Refinery29 Fit Check Booth, attendees could flaunt their outfits, showcase their nails, and take in the affirmations.

At the Refinery29 Fit Check Booth, attendees could flaunt their outfits, showcase their nails, and take in the affirmations.

Photo: Kai Tsehay

Janet Jackson headlined the final night of the festival.

Janet Jackson headlined the final night of the festival.

Photo: Solaiman Fazel

Lillet transformed West Village eatery Boucherie into a charming bistro like those seen on the show.

Bonjour! See Inside Maison Lillet’s 'Emily in Paris' Pop-Up Experience

Studies show that people sleep best at about 65 degrees, so IKEA brought that temperature component to life in an icy room—complete with icebergs made from hanging comforters—where guests can immediately feel a chill when they walk in. The space showcases IKEA's new cooling mattress and other cooling products.

IKEA’s Dreamy ‘Sleepeasy’ Is a Whimsical Ode to a Good Night’s Sleep

The Betty Blooms pop-up overtook Chelsea’s Starbright Floral Studio on Aug. 7 and will be open through Aug. 20. Designed to promote Blake Lively’s summer blockbuster, It Ends With Us, the pop-up also promotes Lively’s sparkling beverage brands: Betty Buzz and Betty Booze.

Inside the Fizzy, Flower-Filled Pop-Up Hosted by Blake Lively's Beverage Brand

Between sets, some 100,000 guests per day traversed the steamy, sunny festival grounds in Grant Park.

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Experiential Marketing, Activations & Sponsorships

Bonjour! See Inside Maison Lillet’s 'Emily in Paris' Pop-Up Experience

The aperitif brand brought Parisian chic to NYC with the Netflix series-inspired "Café de Lillet.”

Lillet transformed West Village eatery Boucherie into a charming bistro like those seen on the show.

Experiential Marketing, Activations & Sponsorships

IKEA’s Dreamy ‘Sleepeasy’ Is a Whimsical Ode to a Good Night’s Sleep

The brand’s clever pop-up features immersive rooms showcasing how the right mix of comfort, light, air, and more can transform your sleep—and how IKEA products can help.

Studies show that people sleep best at about 65 degrees, so IKEA brought that temperature component to life in an icy room—complete with icebergs made from hanging comforters—where guests can immediately feel a chill when they walk in. The space showcases IKEA's new cooling mattress and other cooling products.

Experiential Marketing, Activations & Sponsorships

Inside the Fizzy, Flower-Filled Pop-Up Hosted by Blake Lively's Beverage Brand

The actress partnered with a floral designer to promote Betty Buzz and her new summer blockbuster, It Ends With Us.

The Betty Blooms pop-up overtook Chelsea’s Starbright Floral Studio on Aug. 7 and will be open through Aug. 20. Designed to promote Blake Lively’s summer blockbuster, It Ends With Us, the pop-up also promotes Lively’s sparkling beverage brands: Betty Buzz and Betty Booze.

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Lollapalooza 2024: 10 Pitch-Perfect Brand Activations From Ulta, T-Mobile, M&M'S, and More

Celebrating its 20th anniversary in Chicago, the music festival had its highest-attended set ever—and became "the Super Bowl of branded experiences."

Between sets, some 100,000 guests per day traversed the steamy, sunny festival grounds in Grant Park.

Experiential Marketing, Activations & Sponsorships

How e.l.f. Cosmetics Brought the Italian Beachside to Brooklyn—Nonnas Included

The beauty brand's pop-up was a case study in drawing inspiration from a destination, with actors playing Italian grandmothers as brand ambassadors.

The highlight of the Ame.l.f.i Coast Beach Club? The nonnas. Improv actors played the part of Italian grandmothers, who roamed the Beach Club “sharing their best-kept skincare secrets and local traditions with consumers,' according to Jamie D'Attoma, executive vice president and partner at creative agency SHADOW, the firm behind the pop-up.

Experiential Marketing, Activations & Sponsorships

See How This Food Festival Blazes a Trail Around the U.S.

Nationwide live-fire culinary event series Heritage Fire made an inaugural visit to Louisville, Ky., this year.

Established in 2010 in Napa Valley, Calif., and produced by event and marketing agency a21, the live-fire culinary event series aims to celebrate pasture diversity and local family farms.

Lollapalooza 2024: 10 Pitch-Perfect Brand Activations From Ulta, T-Mobile, M&M'S, and More

Inside the Fizzy, Flower-Filled Pop-Up Hosted by Blake Lively's Beverage Brand

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IKEA’s Dreamy ‘Sleepeasy’ Is a Whimsical Ode to a Good Night’s Sleep

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See How This Food Festival Blazes a Trail Around the U.S.

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Inside the New Experience That Takes You Into Bravo’s Reality TV Universe

The Diamonds and Rosé Experience offers dining, merch, photo ops, and weekly events inspired by Bravo’s mainstay franchises, including The Real Housewives and Below Deck.

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What You Might Have Missed During Summer 2024 in the Hamptons

Take a peek at the hottest events, pop-ups, and activations that took place in New York’s popular getaway spot this summer season.

Rosewood Mayakoba’s Topping Rose House Takeover

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Comic-Con 2024: 35+ Clever Ways Brands Engaged Pop Culture Fans in San Diego This Year

Here's how Hulu, FX, Adult Swim, Peacock, Paramount+, eBay, and other brands grabbed attention from the convention's 130,000-plus attendees.

Hulu's Animayhem

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Tales of the Cocktail 2024: See How These Spirits Brands Served Up a Good Time

Brands like Moët Hennessy, Diageo, and Pernod hosted a range of happy hours, dinners, parties, and tastings at the annual cocktail conference in New Orleans.

Creps y Mezcal al NOLA

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24 Cool Event Ideas You May Have Missed From Spotify, CÎROC, Instacart, and More

Here’s a look at some steal-worthy ideas we spotted in July 2024.

In one room, projection mapping showcased iconic concert moments, while another room spotlighted classic ‘90s sitcoms from the Max library. In a third space, various film and TV scenes were paired with music videos of the songs being played in the scenes. Guests could learn about the creative process behind the pairings.

Experiential Marketing, Activations & Sponsorships

How 'Bachelorette' Star Jenn Tran Hosted a Dream Sleepover for a Group of Key Influencers

To promote the new season of The Bachelorette and celebrate the franchise's first Asian American lead, ABC hosted an overnight gathering full of clever details and meaningful moments.

The overnight influencer event was hosted by Jenn Tran, star of season 21 of The Bachelorette.

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