By Kathia Woods | Special to The OBSERVER
The recent Essence Festival of Culture sparked significant online debate, with many questioning its altered appearance. The discussion, however, largely originated from individuals who had not attended and, in some instances, had never experienced the festival.
The erroneous charge that the event deviated from African American culture and centered Africanness, resulting in lower participation, circulated quickly. Deja Zhane, a makeup content producer, made a video saying the supposed shift was the root of the complaints, which contributed to the disinformation, especially since she was not in New Orleans and obtained her information through social media. Essence has continually employed Black women from around the diaspora, including the legendary Susan L. Taylor, who is of Caribbean heritage and covers global Blackness. The story is illustrated in the documentary “Time of Essence.”
While some individuals who shared their positive festival experiences were flown in by sponsors and treated as VIPs, local New Orleans residents and regular attendees who also eagerly anticipated participating in panels and shopping with vendors at the convention center. What initially started as valid criticisms regarding the direction of this year’s festival transformed into an ongoing campaign of misinformation.
The bottom line is that while certain aspects of Essence Fest could have been managed more effectively, significant business and political decisions were made that impacted the outcome.
Kelly Shulz, vice president of communications with New Orleans Co., told WGNO that this year, hotel occupancy near the convention was at 86%, a decrease from the usual festival levels. In 2024, the occupancy rate was reported at 91%.
New Orleans City Councilmember Helena Moreno also noted on her Instagram that the Essence Festival received nearly $2 million less in funding from the state of Louisiana compared to previous years.
This funding decrease can explain why parts of the convention center weren’t as full as in years past.
Supporting the festival, as in previous years, were major sponsors Coca-Cola and AT&T. However, one sponsor confused attendees: Target. Although the company is facing a decline in earnings according to its first-quarter report, it returned as a sponsor for the festival, which is in its final year of a multiyear agreement with the brand.
It created confusion because many believed Target had withdrawn its support because of its change in policy on diversity, equity, and inclusion. However, Target CEO Brian Cornell said July 5 in a statement to Essence: “The festival is much more than a singular event; it’s a celebration of culture, creativity, and commerce. We at Target are grateful for our continued partnership with Essence and extend our thanks to the team that brings this moment to life year after year. We’re especially grateful to the guests who visited us throughout the weekend – your presence, energy, and engagement made this experience truly special.
“Over the past few months, you may feel like you’ve heard more about Target than you’ve heard from them. And that’s fair. I’ve been listening to our team, our partners, our guests, and our communities; thank you for your honesty, your feedback, and your patience. Let me be clear: our commitment to opportunity for all and inclusion is unwavering. These values are foundational to how we serve our guests, support our team, and grow our business.”
The confusion grew further when popular influencers such as Lesha Gilchrist shared that she was going to Essence with Target. “Before the weekend gets crazy, I’m at ESSENCE Fest with @Target.” & No, I’m not hiding it,” she explained in a thread July 3. “I showed up because the Black women behind the scenes made this opportunity happen. I want to see firsthand what plans they have for our community! Stay tuned.”
Her supporters quickly expressed disappointment, feeling she prioritized personal financial gain over the community. That led to a broader discussion about the festival’s intended audience. Is it meant for the everyday woman who Essence highlights in its magazine? Or is it exclusive to the elite few who attended brunch and occupied VIP sections?
At the Superdome, there were some magical moments; however, technical difficulties caused significant delays for Lauryn Hill. GloRilla expressed frustration over her microphone not working properly, and even the legendary Stephanie Mills wrote a letter to Essence outlining her experience.
While there were hiccups, there were also positives. Contrary to social media, the public visited the convention center. Women rushed to Beautycon, gathered around the Coca-Cola stage to witness musicians like Loyd play, and received their mouse ears at Disney.
The convention center is an extremely essential feature of the event because it is free and accessible to all. Susan L. Taylor recognized this in 1995, as she states in the Essence documentary, “We needed something for the everyday person that couldn’t afford a concert ticket.”
Small business vendors, such as a group of women from Detroit with G.L.A.M Body Scrubs that was able to secure a booth via New Voices, sold out of physical products on day two. Juvia’s Place makeup had its first outing at Essence Fest, and it was a resounding success. The Lip Bar noted on its Instagram how successful a weekend it had, despite seeing sales dip due to the Target boycott.
The difficulties that must be addressed, such as time management, sound for the concert portion, and timely opening of the venue, have nothing to do with culture and are entirely managerial. Critics pointed out that the brand is experiencing an identity problem as it attempts to target Gen Z while neglecting Gen X. There is even real criticism about who should be on center stage and why the festival keeps bringing the same acts.
Essence once again has to find a way to bridge the gap, the way it did when hip-hop came on the scene. How does it make money without pricing out the customer who wants to have a getaway with her girlfriends, eat delicious food, partake in panels, and dance the night away at the Superdome? Those are the issues at hand.
The issues do not involve a cultural conflict over the dominant Black identity or harsh personal assaults on CEO Caroline A. Wanga, who has been on leave. Longtime Essence readers have always seen the magazine celebrate the diaspora. The magazine showcases cover girls like Iman and Naomi Campbell, conducts photo shoots in the Caribbean, highlights Black hotspots like Bahia, Brazil, and broadens the definition of Black womanhood through articles on Afro-Latinas.
Then there is the city of New Orleans, which hosts the festival and is a mixture of cultures from all over the world.
The festival is critical to the brand’s financial success, as the publishing and journalism industries are once again in crisis. Additionally, the Essence Festival is more essential than ever. Black people require community, but helping that group navigate these challenging times necessitates a pivot.
Recognizing everyday individuals and investing in organizers who can manage convention flow and deliver a smooth, pleasurable musical experience is essential. While VIP options and influencers are valuable in this new era, the brand has been built by everyday women. It is also crucial to remember that New Orleans relies on the economic boom, sharing its rich and beautiful culture with the world for one holiday weekend in July.