The best of Black culture’s policymakers, thought leaders, creatives, spiritual gurus, business moguls, health experts and, of course, musical talent are set to converge in New Orleans over the Fourth of July weekend for the Essence Festival of Culture. The annual event kicks off Thursday and runs through Sunday, marking 30 years of entertainment, networking, and thought-provoking conversations aimed at inspiring solutions for issues facing urban communities. As always, the festival rests on the principle of purposeful partying.
Vice President Kamala Harris is scheduled to hold an in-depth conversation with Essence CEO Caroline Wanga during the Global Black Economic Forum on Saturday at the festival. Harris’s appearance comes amid ongoing discussions about the future of the Democratic presidential ticket following debates between President Joe Biden and former President Donald Trump. Attendees can expect a myriad of such dialogues covering a wide range of topics throughout the event.
“This experience was built to celebrate 25 years of Essence magazine and Black womanhood,” said Hakeem Holmes, Vice President for the Essence Festival of Culture. “Black women built this festival, poured into it, enjoyed it, made relationships, and networked—all here. Then, they took what they learned back home with them.”
Since its inception, the festival has evolved into a multi-generational event designed to engage the entire Black family, offering a diverse array of activities for everyone, Holmes added. Much of this evolution owes thanks to the city that has hosted the event every year except one. In 2006, Houston hosted the festival while New Orleans was recovering from Hurricane Katrina.
Lisa Alexis, Director of Mayor Latoya Cantrell’s Office of Cultural Economy, emphasized the festival’s significant economic impact on the city. “Thirty years of Essence have contributed $327 million to the city’s economy,” she said. “It began as a party with a purpose, but has expanded over the years. We now have the Black Global Economic Forum, a film festival, wellness areas, and a marketplace. Our businesses have the opportunity to be part of the vendor market, allowing for mutual sharing and support as our cultural entrepreneurs aim to grow.”
This kind of community support and growth is what keeps the festival relevant, according to Holmes. “Relevancy is driven by our relationship with this community,” he said. “We are constantly listening. We include what people want to see throughout the event. We have discussions on actionable steps attendees can take when they return home. And, of course, we have the parties!”
Holmes admitted that keeping long-term fans engaged is always a challenge. “It’s about offering something new while maintaining the familiar,” he said. “It’s like going to church every Sunday. You’re hearing a different sermon from the same person, but each time it touches you differently. That’s the essence of this festival. It’s a community gathering, a homecoming, a reunion.
. That’s what attracts and keeps people engaged.”
For those unable to attend in person, the festival will also be available virtually via essence.com. “We’re giving folks everything they want in a consolidated amount of time during the day, and then at night, they can have a good time,” said Holmes.
The festivities include a Friday night concert at the Superdome featuring Bryan “Birdman” Williams and Friends as they celebrate 30 years of Cash Money Records and its Millionaires. Performers include Juvenile, Busta Rhymes, T-Pain, The Roots, and Mannie Fresh. R&B singers Jacquees and Ari Lennox, as well as country artist Mickey Guyton, are also slated to perform.
Usher headlines Saturday’s concert, celebrating the 20th anniversary of his “Confessions” album, which includes hits like “Yeah,” “Burn,” “Caught Up” and “Bad Girl.” “Confessions” has sold over 10 million copies in the U.S. Other performers include Charlie Wilson, Ayra Starr, Big Boi, Donell Jones, Lloyd, Method Man, Sheila E., and TGT—a trio featuring Tyrese, Ginuwine, and Tank. Usher will also be headlining the halftime show of the NFL Super Bowl 58 in February 2024 in Las Vegas.
Janet Jackson is set to headline Sunday, the festival’s final night. Additional performers include Victoria Monét, Keke Palmer, Teedra Moses, Tank and the Bangas, Dawn Richard, SWV, Jagged Edge, Bilal, and Anthony Hamilton. The four-day event will wrap up with an all-white party and a special tribute to Frankie Beverly & Maze, curated by Grammy award-winning producer and songwriter Bryan-Michael Cox. Beverly has announced he will step away from performing live, and the group has been on a farewell tour.
For the festival’s first 15 years, Frankie Beverly & Maze closed the event with a grand performance, drawing thousands who sang along to the group’s hits, including “Before I Let Go,” “Joy and Pain,” and “Happy Feelin’s.” In 2010, a new event producer ended this tradition, much to the disappointment of many festgoers, despite other high-profile acts like Beyoncé, Mary J. Blige, and Lionel Richie being tapped to close the event.
“This is our big send-off to Frankie & Maze,” Holmes declared. “It will be a mix of him singing and others singing to him. This will be a true, here-are-your-flowers moment.”
This year, festival organizers aim to celebrate significant milestones. “Having Usher and Janet Jackson on the same bill is monumental. These are pioneers in their genres,” Holmes said. “What we’re witnessing in this 30th year is a passing of the torch in culture and music. Having Victoria Monét performing the same night as Janet Jackson reflects a chronology of acts that speak to multiple generations, giving people the artists they want to see.”
