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

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 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.