The 2024 ESSENCE Festival of Culture™ presented by Coca-Cola®, is proud to celebrate a three decade legacy of boundless Black joy, rich cultural heritage, and “loving us”. From July 4-7, 2024, in New Orleans, this four-day event promises to be an unparalleled experience blending legacy and evolution. Presenting sponsor Coca-Cola® and major sponsors AT&T®, L’Oréal Groupe, McDonald’s USA, and Target Corporation will continue the festival’s commitment to uplifting the Black community, as returning partners to the festival in its 30th year.
To commemorate the festival’s milestone birthday, ESSENCE unveils a new brand campaign titled, “We Love Us”, as a testament to the festival’s enduring commitment to enriching our cultural and social fabric. In 1995, ESSENCE planted a seed in the rich cultural soil of New Orleans to serve as a one-time celebration to commemorate the 25th anniversary of the magazine that would blossom into the present-day ESSENCE Festival of Culture™, the go-to destination for Black people year-after-year. The festival does not just celebrate three decades of heritage, but elevates the joy of being Black, solidifying the festival as a beacon of hope and unity amid today’s cultural challenges. As the ESSENCE Festival of Culture™ has evolved and expanded from its origin as solely a music festival, so have the ways that Black people, culture & heritage are showcased there, by highlighting music & entertainment, health & wellness, entrepreneurship & empowerment, diversity, beauty, and the community that we love and serve. All of the elements that we love about us will be front and center at this year’s festival, which promises to be a celebration where the music we grew up on, the education we need, and the affirmation we seek – all come together in a space that feels like home.
“Marking three decades of the ESSENCE Festival of Culture™ presented by Coca-Cola®, alongside our valued partners and sponsors is key to building meaningful experiences that prioritize capital, capacity and community, hence our new tagline 'We Love Us'”, said Caroline Wanga, President and CEO of Essence Ventures. “The revolution must be financed at the right value in order for equitable community commerce to manifest. At the intersection of joy and justice, we generate revised narratives that affirm Black culture as the driver of all culture. We proclaim true equity for our global presence in the key determinants of wealth, and we unapologetically celebrate global diasporic accomplishments big and small with audacity and intentionality. The full spectrum of our tapestry will once again be the center of attention as we employ 'Black Birthday Behavior' in our forever home, New Orleans. Our trust currency and brokerage is the price of entry for any organization that chooses to engage us on behalf of the community. Therefore, we don’t have sponsors, we have partners. That partnership is fueled by an understanding of our impact prerequisite combined with their impressions and expectations, as the algorithm for sustainable growth and prosperity. So we here at Essence Ventures offer both gratitude and fortitude to the partners that align to our values and intent.”
The 2024 sponsors of this year’s festival will present strategic activations that stand as a testament to the enduring love for Black culture over the past 30 years including:
The Coca-Cola® Company - Presenting Sponsor
The Coca-Cola® Company is honored to continue its support of Black women’s culture, community, and legacy as the presenting sponsor of the Essence Festival of Culture™, in its 30th year.
AT&T® - Major Sponsor
Through panels, performances, interactive programming and themed giveaways, AT&T® will connect festival goers to a rich celebration across 30 years of the culture that fosters community and inspires greater possibility.
L’Oréal Groupe - Major Sponsor
L'Oréal Groupe is proud to honor 30 years of the ESSENCE Festival of Culture™ and the celebration of Black Joy in the shared mission to promote a more inclusive vision of beauty.
McDonald’s USA - Major Sponsor
McDonald’s USA remains dedicated to uplifting Black culture by sponsoring EFOC for over two decades. The brand is honored to unite communities through culture, fashion, activations, and more to commemorate this historic moment.
Target Corporation - Major Sponsor
For all the “Black women who love Target,” (#IYKYK). Thank you for making us part of YOUR circle just as much as you bring joy and style to OURS.
Attendees can look forward to a diverse array of daytime experiences at the Ernest N. Morial Convention Center. From returning fan-favorites 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, GBEF® HQ, to the newly introduced ESSENCE Hollywood House™ and the Suede: Men’s Experience™ (formerly known as In His Zone), there will be something for everyone to enjoy. The evening concert series at the Caesar's Superdome will pay homage to the festival’s rich history while looking towards the future, featuring headlining performances from some of the biggest names in entertainment including R&B superstar USHER, global icon Janet Jackson, the legendary Charlie Wilson, 3x Grammy-Award winner Victoria Monét, and a special performance of Birdman & Friends Presents 30 Years of Cash Money Millionaires along with a full star-studded line-up.
Tickets for the 2024 ESSENCE Festival of Culture™ are now available at ESSENCEFestival.com. Virtual attendees can join in on the celebration at ESSENCE.com and ESSENCEFestival.com, as well as join the conversation on social media at @ESSENCEFest on X, Facebook, and Instagram.
ABOUT ESSENCE COMMUNICATIONS, INC.
ESSENCE Communications is the number one—and only 100% Black-owned—media, technology and commerce company at scale dedicated to Black women and communities. With a community of more than 31 million Black women, ESSENCE inspires a global audience through diverse storytelling and immersive original content rooted in Culture, Equity and Celebration. The brand's multi-platform presence in/ publishing, experiential and online encompasses its namesake magazine; digital, video and social platforms; television specials; books; and signature live events, including Black Women in Music, Black Women in Hollywood, ESSENCE Black Women in Sports, Fashion House, Street Style and the ESSENCE Festival of Culture™.
ABOUT ESSENCE VENTURES
A multi-faceted ecosystem that uplifts the Global Black experience through frictionless, borderless economic advancements at the intersection of community and culture, ESSENCE Ventures is a member of the Sundial Group of Companies and is the parent company for ESSENCE Communications, Inc., AFROPUNK, Beautycon and Essence Studios.
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