Few events in experiential marketing have commanded as much attention as ESSENCE Festival of Culture. Widely recognized as the most significant cultural festival in the United States, ESSENCE Festival of Culture is more than just an event. It is a vibrant celebration of Black culture, music and community deeply rooted in the heart of New Orleans.

This annual extravaganza, held during Fourth of July weekend, offers brands unparalleled opportunities to create immersive experiences and forge meaningful connections with a highly engaged audience.

Since its inception in 1995, ESSENCE Festival of Culture has grown exponentially, drawing hundreds of thousands of attendees from around the globe. It has become a multifaceted gathering featuring concerts, empowerment seminars, health and wellness expos, film screenings and a marketplace showcasing Black-owned businesses.

Brands like Disney and Coca-Cola continue to activate at ESSENCE Festival of Culture because of its virbrant community and growth over the past 30 years.

Michael Barclay II, head of experiential at Essence, says that brands participate “because there’s no other place to reach the audiences and communities are gathered authentically. It is, by per-day attendance, the largest festival in the United States. It’s not just a gathering of people but a celebration of culture.”

By aligning with the festival’s mission of celebrating and uplifting Black excellence, brands have enhanced their visibility, driving conversations and contributing to the broader narrative of empowerment and inclusion. Through innovative activations and strategic partnerships, marketers have played a crucial role in shaping the landscape, making Essence Fest a cornerstone of their experiential efforts.

Three decades of celebrating Black excellence

Over the years, ESSENCE Festival of Culture has featured some of the biggest names in music, including Beyoncé, Prince, Janet Jackson, Mary J. Blige and Aretha Franklin. These performances not only entertained but also celebrated the significant contributions of Black artists to the music industry. The festival is known for its empowering seminars on different stages, such as the New Voices Village, Essence Wellness House and GBEF HQ, featuring thought leaders, activists, and influencers.

These sessions address crucial topics such as racial justice, economic empowerment and mental health, providing attendees with valuable insights and inspiration.

Opportunities for brands

For brands, this year’s festival provided meaningful opportunities to connect with consumers. There were many ways to engage, such as sponsoring stages at Beautycon, hosting exclusive events at the Film Festival, or creating interactive exhibits at the Essence House Black Art Exhibit. Brands also took part in the festival’s digital initiatives, like live-streaming events and virtual activations, to reach a global audience.

Here’s a roundup of some of the most creative activations:

Higher Heights Sunday Brunch

The Higher Heights Brunch focused on Black women’s political aspirations, featuring speeches and panel discussions with influential figures. The event aimed to foster dialogue on the crucial role of Black women in politics and inspire increased engagement and representation. This highlighted the festival’s commitment to driving meaningful change in the political landscape.

The National Urban League 5th Annual Women in Harmony 

The Women in Harmony activation celebrated and uplifted women through panels, workshops and performances. It emphasized the importance of women’s contributions to music, business and culture, and highlighted the achievements of Black women. This initiative resonated deeply with the audience, reinforcing the significance of women’s voices in shaping the future.

Coca-Cola: The Essence Marketplace Experience

Coca-Cola has been a long-time sponsor of ESSENCE Festival of Culture. Returning to the festival, they created the “Coca-Cola Essence Marketplace,” allowing attendees to sample products, participate in activities and win branded merch. Serena Williams shared business insights at Beautycon: Essence Fest Edition. Actor Lance Gross and TV personality Terrance J. reflected on their HBCU education at the Suede: Men’s Experience. The Essence Authors experience featured politicians like Bakari Sellers and romance novel pioneers Beverly Jenkins, Brenda Jackson, and Donna Hill, highlighting the cultural influence of contemporary literature. The New Voices Entrepreneurs hub offered workshops and mentorship sessions, with a keynote from branding expert Mellody Hobson.

Disney Experiential

Disney’s activation stood out as a vibrant celebration of culture and creativity with its very own Disney House! Held at several locations throughout the weekend—Ernest N. Morial Convention Center, The Chicory, and Dooky Chase’s—the Disney Experience offered attendees an immersive journey through various aspects of Disney’s rich storytelling legacy. The activation featured a series of interactive exhibits and activities, including themed photo opportunities and workshops focused on animation and character design, appealing to both children and adults.

Dope Thinkers Only

Dope thinking and dope vibes were on full display from the Kulur Group. The event featured a live discussion—”Dope Thinkers Only Discussion: It’s Time to Close: Ending Racial Health and Wealth Disparities in America.” It focused on community building, networking and collaboration in education, healthcare, tech, and entrepreneurship. This initiative, produced by both the Kulur Group and CMG, emphasized the importance of networking across and networking up while elevating black excellence.

AT&T: Dream in Black

AT&T’s “Dream in Black” activation celebrated Black culture and achievements. The brand created an interactive booth featuring live performances, art installations, and social media photo opportunities. Attendees were encouraged to share their dreams and aspirations, which were displayed on a digital wall. This activation engaged attendees and generated a wealth of user-generated content that extended the campaign’s reach.

As we commemorate 30 years, brand owners have a unique opportunity to reflect on the journey of Black excellence and reaffirm their commitment to fostering inclusive spaces and amplifying marginalized voices. ESSENCE Festival of Culture continues to be a beacon of inspiration and empowerment, where brands play a crucial role in honoring the past, celebrating the present, and shaping the future of Black culture. This iconic event will continue to inspire, empower, and connect, making it an essential part of any brand’s experiential marketing strategy.

The residency paves the way for the Globetrotters to experiment with a new format to replicate in other markets worldwide, according to Keith Dawkins, president of the team and Herschend Entertainment Studios.

In anticipation of their 100th anniversary in 2026, the iconic squad is transforming from a “tour only” business to a multifaceted entertainment brand to reach more people at greater scale.

“All of our moves over the last few years have been geared towards two ideas: reaching the audience wherever they are, and diversifying the way we do business—in other words, diversifying revenue streams,” says Dawkins. “We believe that those two ideas support each other, but we had to reimagine the way that we look at ourselves to get there.”

To that end, the Globetrotters have struck several new deals. These include American Dream, in which the Globetrotters found a liked-minded partner focused on connecting with kids and families in immersive ways.

A separate agreement with Hearst resulted in a return to television with the Emmy-nominated Harlem Globetrotters: Play It Forward.

Before that, the team had largely faded from public consciousness. These days, they’re back in the game, forging deals with Jersey Mike’s, Spalding IMG. Microsoft, Comic Relief USA, Viral Nation and the U.S. State Department.

Dawkins says The Globetrotters have a growing content development slate to bring more stories to the marketplace.

“I’m excited about the overall new trajectory of our business. We still want to be the beloved global IP that brings joy, hope, possibilities and innovation to everyone that we touch. The only difference is that now we are doing all that we can to connect with a larger number of people in a variety of different ways.”

“Netflix House” sounds like the name of the streamer’s latest reality show. But it’s actually a place. Well, it’s going to be a place. And it’s coming to a mall near you.

Next year, Netflix will transform two empty department stores—one at King of Prussia in Pennsylvania and another at Galleria Dallas—into massive experiential entertainment venues dubbed Netflix Houses, with more locations to follow.

These are not pop-up events, which Netflix has done plenty of over the years (one of the best being the recent Bridgerton balls, where fans dressed up as their favorite characters from the Shonda Rhimes period drama and partied like it was 1813).

Each Netflix House is here to stay—a permanent marketing hub intended to “bring our beloved stories to life in new, ever-changing and unexpected ways,” according to a statement from Netflix chief marketing officer Marian Lee.

“At Netflix House, you can enjoy regularly updated immersive experiences, indulge in retail therapy, and get a taste—literally—of your favorite Netflix series and films through unique food and drink offerings,” she says.

Basically indoor theme parks, each installation will offer fun, immersive activities for fans. These include chances to compete in the infamous Glass Bridge challenge from the dystopian Korean drama Squid Game, and waltz through a replica of a posh set from Bridgerton.

On-site eateries will provide meals and nibbles inspired by Netflix shows, and fans will be able to stock up on merch from their favorite shows.

It’s a major investment, but Netflix House sounds like a win for everyone. While each venue provides Netflix with a long-term, year-round way to connect with subscribers, it gives fans, who are craving in-person experience and connection, the chance to do some really fun things. (As much as it scares me, I am dying to try the Glass Bridge challenge.)

Latching onto the experiential economy could also be a boon for malls across the country as big department stores struggle.

Fri is chief development officer and executive creative at Mycotoo, the entertainment development company behind HBO’s SXSWestworld Experience, Netflix’s Stranger Things: The Experience, and Star Wars: The Mandalorian Experience.

We spent two minutes with Fri to learn more about her background, her creative inspirations and recent work she’s admired.

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Fri, tell us …

Where you grew up, and where you live now.  

I’m Cameroon-born and raised, New York toughened, and now Los Angeles-living.

How you first realized you were creative.

Two distinct aha moments come to mind. The first was when I was a biology major at the University of Virginia. I was so deep into learning lines for my role in the spring musical—Cabaret—that it hadn’t even occurred to me to register or study for the MCATs in a few months. The second was in hindsight when I look at the many boarding school infractions that usually revolved around some sort of artistic contraband, like writing short stories instead of studying during study hours, or taking a “how do you know if you’re creative” personality test in high school to determine what kinds of colleges to apply to. If you have to ask, you’re creative!

A person you idolized creatively early on.

Oprah Winfrey. And anyone who embodied what it means to “don’t just be the talent, own the studio.” In my immediate circle, that honor would go to my mother, who single-handedly built the largest privately-owned grocery chain in West Africa in the ’80s and ’90s—she started it from our guest room. I watched her navigate bias, non-existent loans and logistical hurdles to build a brand from scratch. Now that’s creative!

A moment from high school or college that changed your life.

My first entry-level job after graduate school in Los Angeles, I got a job at a “theme park design” company. I had no idea that people actually designed theme parks. That role was the catalyst for where I am today and it totally changed my life.

A visual artist or band/musician you admire.

Laura Mvula, Lauryn Hill (her Miseducated era) and Jungle.

A book, movie, TV show or podcast you recently found inspiring.

I recently watched the TV show Origin and the film Zone of Interest, both of which wrecked my perception of the lasting legacy of normalizing extremism. I just revisited the entire Strike Talk podcast series and found myself reminded of the power of story to make others care—how powerful storytellers are in shifting culture. As for books—Arlan Hamilton’s It’s About Damn Time and Ann Napolitano’s Hello Beautiful reign high.

One of your favorite creative projects you’ve ever worked on. 

In my current role at Mycotoo, I’ve had the honor of working with an amazing team that focuses on creating world-class experiences. This includes serving as creative partner for the surprise announcement at the Star Wars Celebration 2022 event. We worked with Disney, LucasFilm and Fairview Portals to bring over 400 props, costumes, vehicles and artifacts from The Mandalorian to fans as part of a four-day immersive experience. It was the first time I actually earned street cred from my kids. And I got to reunite with a friend from undergrad who coincidentally is in the show. 

A recent project you’re proud of. 

One that ranks high that I’m proud of is our role as creative design partner on Netflix’s Stranger Things: The Experience.

Someone else’s work that inspired you years ago. 

I’m a lifelong theater student. That’s where I sharpened my sword, found my voice as a performer—and it’s where I feel seen. These spaces put a spotlight on our collective fears, dreams and questions. They allow us to see humanity through a different lens. Lynn Nottage was a defining playwright for me, whose words always danced off the page. I hope to work with her one day. But I still turn to her plays to make sense of the world.

Someone else’s work you admired lately. 

Lately, I’ve been obsessed with interdisciplinary designers, thinkers and innovators who use their gadgets and apps to drive impact. Examples include developers who have created geo-tagged apps that allow users to access banned books in specific areas like libraries. And scientists who build biometric sensors that let disabled people to think gestures into actions, and in so doing allow a man with ALS to DJ a live festival through an avatar. 

Your main strength as a creative person.

My ability to connect with people. One of the most important muscles an actor can flex is the ability to observe, listen and empathize by putting oneself in a character’s shoes to reveal the humanity in all of us. That is powerful. That is transformational.

Your biggest weakness.

Dessert. Put chocolate mousse-infused ANYTHING in front of me and loyalty goes out the window.

A mentor who helped you navigate the industry.

She was the first woman I met who owned the room with wit, humor and an unapologetic track record as a lawyer. She’s a mom, a drummer, an advocate, a connector who’s not afraid to say your name in a room full of opportunities. And she owns one of the most successful legal firms in IP entertainment and location-based strategy. Her name is Wendy Heimann-Nunes. She’s also a dear friend. She’d cringe if she knew I was going on and on about her.

How you’re paying it forward with the next generation of creatives.

I do a lot of speaking at high schools and universities—from my alma mater Columbia to the University of Texas at Austin, and my recent invitation to Northwestern University’s MSLCE program. I’ve had the honor of serving on boards including the Big Break Foundation (providing opportunities to next-gen creatives in the themed entertainment industry), and Ryman Arts, a non-profit dedicated to transforming lives through visual arts.

What you’d be doing if you weren’t in advertising.

Funny, I don’t think of myself as being in advertising. I’m in the storytelling business. If I weren’t doing what I do now, I’d probably be running an arts program or school for girls in West Africa.

It’s a pretty impressive OOH effort generating lots of media buzz, part of a broader House of the Dragon activation at NYC’s iconic midtown tower.

The series employed 3D billboard dragon tech a few years back. That effort was, perhaps, more mod and dynamic.

But the current critter’s pretty darn scary-sharable:

Time to send in the biplanes. We still have some of those, right?

“One of the best ways to ignite fandom in entertainment is to bring the world of the show into the world we inhabit every day,” Monica Herman VP, ECD at Giant Spoon, which developed the campaign, tells Muse. “That meant translating the deep-seated rivalry between our key characters into real-world rivalries in which fans already had some level of emotional investment.”

To that end, the team targeted NYC, “inserting ourselves into existing cultural conversations around everything from sports teams to competing bars and bagel shops,” Herman says. “We rewarded fans with limited-edition swag and incited them to ‘Raise Your Banners’ in support of the teams they love—and by extension, the rival factions from our show.”

Because this formula was rooted in authentic human behavior, “‘Raise Your Banners’ became an infinitely scalable, global rallying cry that we could adapt in cities around the world,” she says. “We tapped into regional rivalries in 20-plus countries, creating ‘stunty’ shows of allegiance that ranged from massive physical and CGI banners on famous monuments like the Eiffel Tower—to an inflatable dragon installed on the mast of the Empire State Building.”

The 270-foot beast, Vhagar, clung to the structure via 153 rigging points. Giant Spoon worked with Bigger Than Life Advertising. That firm’s president, Mark Bachman, engineered the 1983 Kong installation at the celebrated Art Deco skyscraper.

Dearly beloved, we are gathered here today to watch Mr. Peanut escort a couple down the aisle, thanks to a contest from Miller High Life and Planters.

It’s called “Matches Made in the High Life,” and multiple winners will receive:

• A free marriage ceremony at their fave dive bar.
• A ride in the Nutmobile to said establishment.
• A “Champagne of Beers” tower and toast plus buffet.
• The mascot’s participation, as noted above.
• A wedding cake with collectible Mr. Peanut topper. (Sure to become a treasured heirloom!)
• Wedding accessories from the Planters/Miller “Tie Bar” collection.
• Alas, no Busch Guy to officiate. That’d be going off-brand.

That’s a $30,000 value. The brands say so. It must be true!

Should anyone know of any reason this couple should not be joined in matrimony … stow it and have another beer.

Phaedon developed the initiative.

The live event, taking place today and tomorrow at Saatchi Gallery, includes portraits by Jillian Edelstein. AI-generated images depicting possible future scenarios accompany the subjects’ photos.

For example, we meet Nina in the first shot below. Then, courtesy of AI, we see Nina in times to come, walking with her daughter in Japan.

“We landed on the idea for the Gallery of Hope when we talked about how we might bring to life what that idea of more time actually means to real people who are living with this disease,” says Bianca Eglinton, creative director at BMB. “The AI element helped us to envisage moments in the future, memories that haven’t yet happened but that, with the help of ongoing research, could one day become a reality for people who are given a secondary breast cancer diagnosis.”

“Events like this help us raise our profile so people can work with us to achieve our bold vision that by 2050 everyone with breast cancer lives and is supported to live well,” adds Deanne Gardner, assistant director of brand, marketing and communications at Breast Cancer Now.

Soccer legends can see you on the Jumbotron, munching Lay’s chips. Get down here right now and bring those salty snacks with you!

Last year, the PepsiCo brand introduced its “No Lays, No Game” mantra with stunts starring Lionel Messi and Thierry Henry. Those icons hobnobbed with regular folks—but only if the fans had Lay’s chips on hand.

That concept grows to new heights here in ’24.

In the film below, we watch Henry and David Beckham in the stands at Siro Stadium during last November’s UEFA Champions League tilt between AC Milan and PSG. When the chips are down—well, run out, actually—the all-time greats search the crowd of 75,000 to spot spectators enjoying Lay’s.

They do so via “Chip Cam” (a live big-screen feed), ultimately inviting a dad and daughter to join them.

“We knew filming in front of a live audience would come with challenges, but we really wanted to capture the excitement, authenticity and intensity of a crowd showing up to a match to cheer on their favorite team,” Ciara Dilley, vice president of marketing for PepsiCo’s Global Foods Group, tells Muse. “We ended up filming the commercial fifteen minutes before kickoff, so we only had one chance to get it right.”

Agency Slap Global helped develop the “No Lay’s, No Game” platform, which seeks to tie the brand more closely to sports worldwide. Versions of the Beckham-Henry ad will air throughout UCL tournament season.

As part of the push, a digital “Lay’s Detector” gives fans the chance to win prizes by scanning QR codes on the brand’s social channels.

For over 30 years, event producer/DJ liL Ray has been a cornerstone of NYC’s House music culture—renowned for producing the annual Clubhouse Jamboree. And liL Ray’s Jamaica Frenzy delivers an exceptional event that seamlessly combines the energy and vibrancy of House with the laid-back charm of Jamaica.

We spent two minutes with liL Ray to learn more about his background, his creative inspirations and recent work he’s admired.

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liL Ray, tell us …

Where you grew up, and where you live now. 

I grew up in Kingston/St. Andrew, Jamaica. I’ve been living in Brooklyn for over 35 years.

Your earliest musical memory. 

I recall listening to my father’s record collection, which included Isaac Hayes, Barry White, Toots & the Maytals, Burning Spear, The Skatelites, Al Green, James Brown, Dionne Warwick and many other reggae and R&B singers. Also, my grandfather had a bar in downtown Kingston, where we went after school to wait for my father to drive us home. My grandfather had a jukebox with an extensive record collection of early ’50s and ’60s soul classics as well as country and western music. 

Your favorite bands/musicians today.

I listen to a lot of House music artists and producers, and enjoy Timmy Regisford, Louie Vega, Shino Blackk, Black Coffee, Mark Francis, Terry Hunter and many more.

One of your favorite projects you’ve ever worked on.

Jamaica Frenzy ’19. It was our first time going to Negril for our all-inclusive House music vacation experience with 150+ guests in two hotels, and an all star DJ lineup that included Timmy Regisford, Body & Soul, David Morales, Ultra Nate, Spinna, Spen, Kai Alce, Kemit and Salah Ananse. It was so much fun—we’re going back May 2-7, 2024.

A recent project you’re proud of.

Clubhouse Jamboree! It’s the longest running outdoor House music event in New York City, and we just celebrated 30 years on September 10, 2023. Along with the help of my wife, family and friends who volunteer their time and energy, I host every year and invite some of the biggest DJs in the world. The community event has grown from a gathering of friends and like-minded individuals into a behemoth. For many, Clubhouse Jamboree is now a “must attend” occasion with people coming from all over the world.

One thing about how the music world is evolving that you’re excited about.

House’s influence has left an indelible mark on modern music, electronic dance culture and broader society, illustrating the power of music to bridge gaps, celebrate diversity and provide a platform for self-expression. This makes it a truly global phenomenon.

We’ve seen recent, monumental global successes in House music, including Drake’s Honestly Nevermind (ranked among Billboard’s 50 Best Albums of 2022), Beyoncé’s Renaissance (Grammy winner for Best Dance/Electronic Album, 2023) and South African DJ/producer Black Coffee selling out Madison Square Garden in Oct. 2023. These superstars have expanded the genre’s global appeal while inspiring future generations to explore new sounds and experiment with this style. 

Someone else’s work, in music or beyond, that you admired lately.

Black Coffee. I admire his drive and work ethic.

A book, movie, TV show or podcast you recently found inspiring.

The Burial, starring Jamie Foxx and Tommy Lee Jones.

An artist you admire outside the world of music.

Denzel Washington for his acting and humanitarian ways.

Your favorite fictional character.

Robert McCall, The Equalizer.

Someone worth following on social media.

Follow Jamaica Frenzy on IG, FB and Twitter!

Your main strength as a marketer/creative.

My personality.

Your biggest weakness.

Saying “No.”

What you’d be doing if you weren’t in the music business.

I would be cooking in a restaurant or running my own restaurant.