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U.S.-Originating ★ Essence Festival Draws 450,000 People to New Orleans
The weekend immediately preceding the U.S. Independence Day holiday on July 4th saw the Essence Festival, hosted by Time Inc.'s Essence magazine, take place in New Orleans, Louisiana. Centered around Black women spanning ages 20 to 80, the event drew 450,000 attendees from across the United States, enveloping New Orleans in a whirlwind of excitement for three days. Ad Age reported.
Essence magazine, a lifestyle publication targeting African American women, was first published in 1968. In 1994, to celebrate its 25th anniversary, the Essence Music Festival, a celebration of Black music, was held for the first time. Since then, attendance has grown annually, evolving into one of the world's largest music festivals featuring superstars like Stevie Wonder, Prince, Beyoncé, and Mariah Carey. Expanding beyond music to include diverse programs centered on African American themes, it dropped "Music" from its name in 2013, becoming the Essence Festival. This year, Oprah Winfrey, who enjoys the highest popularity and status in American television, delivered a speech to a packed audience on the importance of self-affirmation. Exhibitions themed around "Beauty & Style" and "Money & Power" were also held, further accelerating the festival's diversity.
According to Ad Age, the star-studded lineup of sponsors was particularly noteworthy. Leading the way as the presenting partner was Coca-Cola, joined by major corporations like Ford, McDonald's, State Farm, Verizon, Walmart, and Colgate. During the event, they conducted vigorous promotional activities, actively featuring prominent artists.
William Lord, Marketing Director for McDonald's USA, stated: "African American women are extremely important customers for us. This event is a perfect opportunity to honor these intelligent and beautiful women." Zakiya Holland, Senior Brand Manager for Coca-Cola North America, stated, "We hope they fall in love with Coca-Cola through the experiences we provide here." Each company is sending a strong signal of interest toward the African American community.
This year, as the first step in Essence Festival's global expansion, it is scheduled to be held in Durban, South Africa, in November. Essence President Michelle Banks expressed her enthusiasm, saying, "We are always striving for innovation. The event is diversifying, and if you compare it to the Olympics, it's like the decathlon."
Source: Ad Age
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