24th annual Essence Music Festival hits record numbers
16th July 2018 · 0 Comments
By Kelly Parker
Contributing Writer
An impressive crowd of (mostly) women poured into the Good Vibes super lounge last Saturday evening (July 7), to see actor and heartthrob Idris Elba, who in a fitted grey t-shirt and sunglasses, showed off not only his good looks, but impressive skills on the ones and twos.
“I came to see him, because I’m a fan of his, and I love him, but I had no idea he was a DJ,” said Essence Fest first timer, Miegon Hatchett from Kentucky. “I’m a big fan of his movies, but he’s good! I’m jamming off his music right now.”
It wasn’t a movie. It was day two of the 2018 Essence Music Festival, at which Elba, who was a DJ long before rising to success as an actor, kept the super lounge crowd hype, all while expressing humbleness and gratitude to be a part of the happening, that included such acts as Mary J. Blige, Jill Scott, Janet Jackson, The Roots, Snoop Dog, Fantasia, H.E.R., Ella Mai and many more.
Essence President of Communications Michelle Ebanks shared the expectations of record-setting numbers for the 2018 event in the official Essence Festival press conference, that took place on July 5. The goals of this year’s event were impressively met.
It was announced on July 9 that over half a million attendees were a part of this year’s event, making it one of the largest gatherings in the 24-year history of the festival. For the first time ever, all three nights of concerts at the Mercedes Benz Superdome were sold out.
“This extraordinary gathering of nearly half a million attendees – on the eve of the Essence Festival’s 25th anniversary – speaks to the unmatched convening power of our culture,” Ebanks, said. “As one of the country’s largest; curated live experiences, the Essence Festival engages Black women globally, through a truly unique celebration of culture, connection to community and access to content that inspires and empowers.”
The potential of this event was evident even in its infancy. Starting out as a celebration of the 25th anniversary of the magazine which honors and inspires Black women, the inaugural Essence Fest took place on July 4, 1995. Strikingly, over 100,000 attendees heard powerhouse performers like Aretha Franklin, B.B. King, Mary J. Blige, and Luther Vandross, just to name a few.
Rev. Jesse Jackson, Cornel West, Rep. Maxine Waters, and the late Johnnie Cochran were included in the inaugural daytime empowerment seminar lineup.
The event also proved to give a lifeline to what was customarily a slow tourism period in the Big Easy. “The 4th of July weekend used to be the dog days,” former New Orleans Mayor Marc Morial said. “Nothing was happening in New Orleans. The hotels and restaurants were empty; and Essence Fest has been such a game changer.”
During his first year in office, he was presented with the idea of the event.
“The first meetings started in late 1994,” he recalls. “When (then) publisher of Essence, Ed Lewis and Editor-in-Chief, Susan Taylor visited my office, along with George Wein, the music producer proposed to me that New Orleans and the Superdome host what would be a one-year celebration of Essence magazine’s 25th anniversary. They proposed a three-day set of music events – something spectacular that would utilize all the space in the Superdome.
“My initial reaction was to be extremely excited,” he added, “because the Dome was really built for these types of events.” The first year was a great success: there were daytime activities at the dome in those big quadrant rooms. And the success led the organizers of Essence to say let’s do it again.”
Morial shares that the Essence Festival was pivotal to the efforts to expand the city as a destination for multi-cultural tourism and the increase of African-American events and conventions that would come to the city.
“But I must say, in the beginning, the hotel motel establishment was not necessarily enthusiastic about Essence,” he told The Louisiana Weekly.
Morial believes it was likely because they were not knowledgeable of the magazine or the tremendous economic power that the Essence constituency and readership had.
“They quickly got a good understanding after the first year, because the first year was more successful than anyone imagined. I thought it would be successful; Essence thought it would be big, but I don’t think anyone expected it to be as big as it was.”
Despite its current list of impressive sponsors that include Coca-Cola, Walmart, AT&T and State Farm, there was no sponsorship the first year.
“The festival was completely supported by ticket sales, and the organizers realized that by attracting the support of sponsorships, they could build a stronger and bigger event,” Morial told The Louisiana Weekly.
In the early days, it was not understood that New Orleans would be the home for the Fest. After year two, several cities sought out the position to play host. New York, Los Angeles, Atlanta, Chicago and Houston all approached Essence about bringing the event to their cities.
“I think the Essence leadership team began to think whether or not they had something that they could rotate, versus New Orleans being the permanent home. We convinced them to stay in New Orleans,” he says.
The only year the event was held outside the city was in 2006. The temporary relocation to Houston, due to Hurricane Katrina is well documented. However, threats to the Essence/NOLA marriage came as early as after year one.
After the agreement was made to return for year two, then Governor Mike Foster signed an executive order repealing Affirmative Action. Essence Fest hierarchy said that if Foster did not resend that order, they, understandably, would not return to the Crescent City.
On the heels of the Essence Fest’s inaugural success, Morial had recruited both the Urban League and the NAACP to hold conventions in the city. Since 2003, the native son has served as president of the National Urban League.
“They were not going to come either,” he stated. “There was a huge march in Baton Rouge, and a lot of protests, and boycott threats. The Governor relented, and modified his order, and the rest is history.”
It was at this time, Morial suggested the day events be moved to the Convention Center, to allow more space and the opportunity for the events to flourish.
“Which they did,” he states. “The growth of the day events/Empowerment expos and all that takes place down there has grown consistently over the last 20-plus years.”
Michelle Ebanks shared that this year the daytime footprint was expanded to 900,000 sq ft of the Convention Center, the largest footprint ever. This year, the content expanded beyond the Convention Center, throughout the downtown area. The new E-Suite served as a complementary event to the Empowerment Experience, which allowed Black women, executives and entrepreneurs to network exclusively, while having powerful conversation about business and entrepreneurship.
The day seminars/expos have transformed into and an experience – a festival highlight that provides resources and content in the areas of health, wealth, beauty and commerce, and the stage for such change agents and speakers as Oprah Winfrey, Depak Chopra, Iyanla Vanzant, Ava DuVernay and, most recently, the return of Congresswoman Maxine Waters.
“I heard Maxine Waters speak (at Saturday’s seminars) and I told everybody I don’t need to see anyone else; I’ve reached the mountain top,” North Carolina resident Cynthia Worth said. “I just saw this woman giving her life for others. It reminded me of a modern Martin Luther King…basically standing because no one else will stand. I was so moved.”
Before the music and the messages, the 2018 Essence Music Festival began the year’s festivities with paying it forward to the event’s host city. The Essence Festival continued its tradition of giving back to the New Orleans community, by playing a major role in the revitalization and rehabilitation of an area neighborhood. This year’s Day of Service, in partnership with Mayor Latoya Cantrell’s office, event took place in Central City at the Dryades YMCA, kicking off with a pep rally led by the Singleton Charter school band. The day of service highlights included youth center beautification projects, empowerment and entrepreneurship workshops for women and girls, that kicked off with a second line clean up parade down O.C. Haley Blvd.
“Every city should have this – every city should have a day of service,” Savannah, Georgia resident Shameka Howard told The Louisiana Weekly.
The unexpected and great collaborations are likely what come to mind regarding the epic stage performances of 2018.
To the surprise of many, the opening night saw Snoop Dogg joined by gospel notables such as John P. Kee, Fred Hammond and the legendary group, The Clark Sisters.
The Root’s jam session brought together two of the Fest’s favorite queens – Eyrkah Badu and Jill Scott – for what many believed to be one of the best collaborations of artists the main stage has seen in some time. What few knew was that Anthony Hamilton and Kirk Franklin would join the lineup.
“The concerts were wonderful – Erykah Badu just blew me away with her range; I didn’t know she had range like that,” Cynthia Worth told The Louisiana Weekly. “She took it to another level. And all of the surprises that night! And seeing Fantasia (Sunday night) bring out her brother in the wheelchair. So emotional.”
Xavier Barrino, Fantasia’s younger brother was critically injured in a motorcycle accident last year and was told by doctors he would struggle to learn how to walk again. She ended her set with her hit, Lose to Win, paying tribute to her brother.
The following nights didn’t disappoint. Queen Latifah’s Ladies First set showcased a lineup of some of the most celebrated females in hip hop and R&B, including Missy Elliott, MC Lyte, Yo-Yo, Salt-N-Pepa, Monie Love, Remy Ma and Brandy. Though she’s mostly known as a rapper, Latifah showcased her versatility, opening with a song from the hit film and musical, “Chicago,” and a rendition of Phoebe Snow’s “Poetry Man,” which she dedicated to her late mother.
“Queen Latifah was a highlight for me,” says Thomasina Snowden, from Roanoke Va. “Bringing out Brandy and MC Lite and YoYo… and then Salt-N-Pepa and Remy… and Monie Love at the end…I mean, that’s something you probably won’t see anywhere, if at all again,” Snowden said.
She also appreciated Latifah’s variety in the set. “I was cool with her coming out with a little Jazz, I know a lot of people don’t, know her for that, or know that she was on Broadway, but I liked it.”
Brandy, along with Queen Latifah, MC Lyte, and Yo-Yo, brought hip-hop fans back to 1994, with the mega hit “I Wanna Be Down.”
Essence Fest’s most familiar face, Mary J Blige, served as the closer for Saturday evening.
“And Mary is just so real. I just love how her songs relate to everything going on in her life,” Cynthia Worth said.
Mary J. Blige is true Essence royalty, consistent with her popular, classic hits, her signature dance moves, and real talk. “You can only have one queen, not two or three,” she told the men in the audience. “Kings, take care of your Queens.”
Sunday’s highlights included the return of New Jack Swing from the 90’s, thanks to Teddy Riley and Aaron Hall, along with SWV, Wreckx-n-Effect, Dave Hollister and a treat for many, balladeer Keith Sweat. The 80’s were represented in Riley’s set as well, with MC Lyte, Kool Moe Dee, The Human Beat Box, and Doug E. Fresh.
Of course, there was local flavor spread on all stages during the Fest. The youth empowering group, The Roots of Music was part of the opening for the Roots set on Friday night. And on Sunday, Fantasia’s performance included a rendition of Lil Liza Jane, that featured the (Instagram famous) footwork of Terrylyn Dorsey.
Local artists Mykia Jovan and the Queen of Bounce, Big Freedia, represented NOLA with super lounge sets that brought out impressive crowds. Big Freedia, with a fan base that extends across the country, had two sets Saturday evening.
“I came to see Big Freedia, Janet Jackson, and Fantasia,” Regina Jones of Jacksonville, Fl said.
The most anticipated act of the final night; and perhaps the weekend was that of Janet Jackson. The icon was the last act, but, proving she was worth the wait, brought the crowd to their feet, singing along as she performed timeless hits like “Nasty,” “Control,” “That’s the Way Love Goes,” “Got Til’ It’s Gone,” “The Pleasure Principle” and of course, her 1989 anthem, “Rhythm Nation.”
Before her up-tempo “Together Again,” she paid tribute to her late father, Joe Jackson, who died on June 27. Jackson shared with the crowd that her father would not want her to cancel the performance, or her tour. “I think my father would’ve said, ‘Janet, please finish what you’ve started. And I will be there with you every step of the way,’” she told the audience.
“Janet was wonderful,” Worth added. “I was wondering if she would cancel.”
Worth, came to Essence with her four friends from North Carolina. The group of girlfriends, affectionally known as the “N.C. Divas,” was influenced, like many, by last year’s hit film, “Girls’ Trip.” It wasn’t the first visit to the city for Worth, but it was her first Essence Fest, an item she looked to check off her bucket list.
“The whole experience was just so amazing – so many Black women, Black people, coming together; no negativity,” she said. “It was a wonderful bonding experience for us. It brought us closer together. And made me see that Black women are so powerful. We (the group) got back to the room and discussed politics, what we can do to contribute in our community – just trying to be a positive light for others.”
Beatrice Love, from Aurora, IL was happy to purchase one of the popular Fresh Dolls, from first time vendor, Dr. Lisa Williams, at the Essence Marketplace. The Fresh Dolls is a line of figures representing multi-cultural girls, promoting positive self-esteem.
“This is such a great event, with so many entrepreneurs, along with speakers. This is really an enjoyable experience,” she said.
New Orleans may have seemed to be the obvious place to host the three-day experience, because of its vibrant music community, but Morial believes it was the facilities and logistics that made the Big Easy a sure bet to call Essence home.
“I can’t understate the value of the Superdome,” Morial said. “Many cities do not have an indoor facility that can accommodate 40 to 50 thousand people comfortably. Cities have basketball-style arenas that can accommodate about 15 to 25 thousand people. The fact [that] the dome, with great acoustics, can accommodate concert-sized crowds, combined with the fact that we had supportive leadership from City Hall…I think it wasn’t a difficult sales job for me. I knew Susan Taylor, I knew Essence magazine. I understood the intrinsic power. I think also that the city had supportive African-American leadership also had a lot to do with it – of course the culture of New Orleans: the food, the culture, its music, its community. Essence Fest has become as permanent to New Orleans as Mardi Gras and Jazz & Heritage Festival.”
“My vision of goal for making New Orleans the leading city in the nation for multi-cultural tourism, has been achieved in many respects,” Morial said. “Because now, along with Essence Fest, we have many other festivals – the French Quarter Fest, which my Father (former New Orleans Mayor, the late Ernest Dutch Morial) spearheaded, Jazz Fest, Satchmo Fest and many other fest-type events that attract diverse audiences from all over the country. I think the impact of the Essence Festival has been one of the most important game changers in the modern history of New Orleans hospitality and tourism.”
The secondary impact of Essence is likely overlooked, according to Marc Morial.
“People do weddings, family and class reunions, have business events here, because of their Essence experience,” he said. “These events don’t always hit the main radar, but they are essential to hospitality and tourism, and that impact from people that return to the city because of Essence is not even calculated.”
The 2018 Essence experience was the first for Miami native, D’Vonne Green, who says she’s sure to come back.
“I just love the love here in New Orleans,” Green said. “This place is like no other and the vibe at this event is like nothing I’ve really experienced. I loved seeing so many beautiful Black people.”
Essence and NOLA now go hand and hand, Morial said. Michelle Ebanks agrees. “It wouldn’t be the Essence Festival if it weren’t in New Orleans,” she said during this year’s official press conference.
‘We love the hospitable energy of the city,” Worth told The Louisiana Weekly. “New Orleans has the friendliest people. Everybody was like: Hey baby! You don’t meet a stranger here, everywhere we went, we felt at home.”
The group is already discussing a return trip.
What can we look for in year 25? “Perhaps a four-day schedule of events,” Morial said. “Perhaps.”
This article originally published in the July 16, 2018 print edition of The Louisiana Weekly newspaper.
