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

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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.

The Essence Festival typically draws more than 500,000 people and makes a $300 million economic impact in New Orleans every July 4 weekend, making it one of the largest annual events for Black women. Essence held its first Essence Festival of Culture: Unstoppable Virtual Experience Presented by Coca-Cola on June 25-28 and July 2-5.

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