And then you have folks then trying to attain an aesthetic that is not attainable because it’s not real. And so, the intention behind the work we’ve done in terms of our brand, our mission, is that it’s important that we allow consumers that freedom, and we create the space for consumers to go on a personal journey, inward, and then really define for themselves how they want to express outward.”
The (Hip Hop) revolution will be televised
In 2022, for the first time in its history, EFOC partnered with Hulu to livestream its Evening Concert Series, allowing audiences to watch headliner (and icon) Janet Jackson perform from the comforts of their own homes and anywhere in the country.
The streamer will be back this year in a larger capacity to celebrate Hip Hop’s milestone, according to Malcom-Thornton, bringing with them Ed Lover, Rocsi Diaz and Big Tigger, whose connection to the genre and the culture date back to the 90s as hosts of popular cable shows Yo! MTV Raps, and BET’s 106 & Park and Rap City, respectively.
“Last year, we had close to 2 million unique attendees for Essence Festival, which was record-breaking. That’s both in-person and streamed audiences … so we’re super-excited to have that partnership, because it plays such an integral part in expanding who sees [us] and who engages with our brand across the country.”
‘Seeking long-term partnership: serious inquiries only’
While the festival’s cache has drawn several brands willing to buy-in to have a presence at weekend-long event, the challenge has been convincing many of them to keep the same energy year-round and go the distance with the full entity that is Essence Ventures.
“A lot of our partners are really invested in partnering with us 365. We are coming up with content together and all sorts of ways that we can continue to engage and support a community that is often overlooked by the big brands.”
She continued: “I just want to ensure that festival is just one of the many touchpoints that we have for Essence as a brand and for Essence Ventures. It’s an incredible one and it’s a huge one.”
Malcom-Thornton told Adweek the company will be presenting their 2024 Media Upfront at the EFOC kickoff on June 29—eschewing the usual April-May timeline followed by most media companies. With a captive audience and a full portfolio of brands and content offerings available to experience, it is an efficient plan that removes the guesswork for companies still on the fence and gives current partners an opportunity to hit the ground running to secure new agreements and begin planning for next year’s 30th anniversary.
“We want to really bring our partners into our ‘Super Bowl’ and [into] our culture at large,” she said. “The ‘Super Bowl of Culture’ being Essence Festival. So, it’s really intentional that we’re inviting prospective partners and current sponsors to hear what’s next and new from a sponsorship perspective across our entire ecosystem of brands—including Essence Festival, but also Beautycon, Essence proper, AFROPUNK and Essence Studios.”
