Essence Turns Annual Festival Into a Virtual Experience for the Black Community

Quantasy’s Will Campbell discusses producing the massive digital event for the first time

a poster for a concert with three black women
Coca-Cola sponsored Essence's first virtual festival. Essence
Headshot of Ian Zelaya

When the Covid-19 pandemic forced Essence to cancel its 50th in-person festival in April, the media, tech and commerce company quickly pivoted to produce an all-virtual experience to engage consumers during a time they’d normally be in the Big Easy.

ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.
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