Essence Fest: What was Poppin’

Vivi Blog

August 3rd, 2023 By Vivi

Last month, Essence hosted their annual Essence Festival of Culture, a vibrant celebration of all things celebrating Black Culture: food, art, beauty, music and more. Brand activations are an integral part of the Festival, highlighting experiences that resonate with the everyday lives of Black consumers.  

Team Vivi was on the ground in New Orleans, and most were attending Essence Fest for the first time, giving them an opportunity to experience the festival with fresh eyes and offer up new perspectives. Here’s what our team had to say about the vibrant scene at the festival and the opportunities for brands: 

Alyssa Gauger, a smiling young Black woman with light eyes and curly, shoulder length, dark hair, wearing a black v-neck top, set against a teal background. A fuchsia quotation mark sets off white text that reads: “One thing that I was not prepared for, and that everyone should know, is that the lines are LONG. Brands should think of the line as an extension of their footprint and engage with the consumer. Hype ‘em up, educate them, anything to get Essence Fest-goers excited to see what is behind that wall!” – Alyssa Gauger (She/Her) // Creative Director.

“Essence Fest gave me life! I felt an astounding sense of energy from the moment I stepped into the convention center. One thing that I was not prepared for, and that everyone should know, is that the lines are LONG. Brands shouldn’t sleep on the queue line, though! Attendees standing tirelessly in line for a prolonged period of time trying to get into an activation are a captive audience. Brands should think of the line as an extension of their footprint and engage with the consumer. Hype ‘em up, educate them, anything to get Essence Fest-goers excited to see what is behind that wall!” 

– Alyssa Gauger, Creative Director  

Jerusha Williams, a young Black woman with shoulder length, curly, dark hair, smiling with her teeth and wearing a color blocked cream and tan top, set against a fuchsia background. A teal quotation mark sets off white text that reads: “Next year, I hope to see more brands giving Fest-goers the opportunity to leave their mark on the booth. I noticed a few sponsors had places for people to write on a wall or join a photo booth that displayed the images on a screen for everyone to see. People were really excited about posting on socials about their contributions.” – Jerusha Williams (She/Her) // Senior Account Executive.

“As an Essence Festival rookie, I don’t think I was fully prepared for all the fun and excitement that I had! There were so many great activations, food options, and local minority owned businesses that I felt honored to support. Next year, I hope to see more brands giving Fest-goers the opportunity to leave their mark on the booth. I noticed a few sponsors had places for people to write on a wall or join a photo booth that displayed the images on a screen for everyone to see. People were really excited about posting on socials about their contributions.”  

– Jerusha Williams, Senior Account Executive  

Markie McRae, a young Black man with short hair and a grin, wearing a blue crewneck shirt, set against a teal background. A fuchsia quotation mark sets off white text that reads: “Essence Fest gives brands a front row seat to an enormous Black audience. I can’t imagine a better opportunity for brands to listen to their Black consumers and hear what genuinely matters to them. Taking time to deepen their understanding of the Black community can help brands make a greater impact both culturally and in the market.” – Markie McRae (He/Him) // Account Executive.

“I was blown away! The city of New Orleans completely transformed into a celebration of Black culture in collaboration with Essence. It was truly mind boggling how many people participate in this event. Essence Fest gives brands a front row seat to an enormous Black audience. I can’t imagine a better opportunity for brands to listen to their Black consumers and hear what genuinely matters to them. Taking time to deepen their understanding of the Black community can help brands make a greater impact both culturally and in the market.” 

– Markie McRae, Account Executive  

Michael Duffy, a young white man with a ruffled hairstyle and a smile, wearing an eggplant and mauve striped crewneck shirt, set against a fuchsia background. A teal quotation mark sets off white text that reads: “The opportunity I see is a space for more culinary activations highlighting underrepresented Black chefs. There is a massive vacancy in the food space at Essence Fest where I believe we can show art in motion, highlighting not only the care and soul that goes into the preparation, but the artistry behind the whisk and pan.” – Michael Duffy (He/Him) // Associate Producer.

“Essence Fest creates a space to galvanize the Black community, so I felt it was important for me to act as an observer there – I didn’t want to take up space that wasn’t my own. Despite this choice, I was welcomed and felt the warmth created by a collective of people with such love and undying support of one another.  

“Essence Fest is also an incredible potluck of music, beauty, film, and providence of people. While the brand installations were strong, the opportunity I see is a space for more culinary activations highlighting underrepresented Black chefs. Only four Black chefs have been honored with a Michelin star, a massive oversight with the sheer volume delicacies served in Ethiopian, Nigerian and a litany of other Black establishments. There is a massive vacancy in the food space at Essence Fest where I believe we can show art in motion, highlighting not only the care and soul that goes into the preparation, but the artistry behind the whisk and pan.” 

– Michael Duffy, Associate Producer 

Essence Festival was a bustling and exciting event that does more than celebrate Black culture—it unites people. With more thoughtful design, leaning into the fun, and showing up to change culture, brands can truly leave their mark at Essence Festival! 

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