Essence Fest returns as New Orleans weighs its future
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Attendees file into Essence Fest's daytime activities in 2024. Video: Chelsea Brasted/Axios
Essence Fest kicks off Thursday in New Orleans with a Fourth of July weekend headlined by Michelle Obama, Cardi B and Patti LaBelle.
Why it matters: The city's contract with Essence is up for renewal this year, and organizers need to show they can throw a successful event worth millions in financial incentives from the city and state.
The big picture: Essence has been in New Orleans for more than 30 years and is promoted as the country's largest celebration of Black culture.
- It's stumbled recently, particularly last year, when attendees criticized late schedule announcements, pricing changes and delayed performances.
- Caroline Wanga, the former Essence CEO, filed a defamation lawsuit, accusing leadership of not "correcting the devastating public narrative" last year.
- Festival organizers have also said it's been harder to attract sponsors.
Zoom in: This year, Essence hired Teyana Taylor and her company, The Aunties, to curate the programming.
- "I want it to feel like how it used to feel," Taylor said at an Essence event in New Orleans last month. "I want to bring that color back into it."
- She said she's focusing on improving the atmosphere at the convention center, where the festival's free programming is held.
- The music headliners perform at the Caesars Superdome and require a paid ticket.
Zoom out: Essence wants to expand its presence in Louisiana and make its cultural and economic impact "something that lasts all year," said Kirk McDonald, CEO of Sundial Media, Essence's parent company.
- "But first, we intend to deliver an extraordinary festival this summer and earn the opportunity to build what comes next with you," he told Mayor Helena Moreno and city leaders at the event with Taylor.
- Essence is seeking about $12 million to have a year-round presence in Southeast Louisiana, writes Blake Paterson with The Times-Picayune. This year's festival is getting at least $1.7 million in public money.
- The city's seven-year contract with Essence ends in September, and Moreno and organizers are negotiating what comes next.
If you go: The events at the convention center — film premieres, author panels, BeautyCon, brand giveaways and more — start Friday and are free to attend.
- The Global Black Economic Forum is hosting its events there too, with economic, political and health-focused panels.
- New this year: A wrestling event, which requires a ticket.
- Musical headliners at the Superdome include Cardi B, Patti LaBelle, George Clinton, Latto, Brandy and Monica.