Why Smart Businesses Are Watching Essence Fest 2025 Closely

Forbes

10-07-2025

Fans attend the ESSENCE Festival of Culture at Caesars Superdome in New Orleans, Louisiana.
Essence Festival of Culture found itself at an unusual crossroads this year—equal parts cultural reflection and corporate case study. Some headlines applauded the juggernaut for its intentionality about Black womanhood, but others took a more critical tone and none was more polarizing than the image of Lauryn Hill performing in a near-empty Caesar's Superdome at 3:47 in the morning.
The internet, never one to wait for context, responded with swift certainty, and social feeds lit up with familiar refrains: Hill was late again. She kept fans waiting—again. The same narrative was recycled, almost ritualistically, whenever the enigmatic artist took the stage.
But this time felt different. So much so that neo-soul icon India Arie didn't mince words when she wrote on Instagram that 'Essence has lost its essence,' reflecting discontent among artists who've helped shape the legacy of Black music and culture. For three decades, ESSENCE has been a space built by and for Black people, so when the brand's management posted a statement defending Hill on social media, affirming that 'we protect our own,' reactions were immediate, and divided.
Cultural critic Lindsay Tramel is one of many who didn't hold back on her opinion.
'I'm always here for protecting Black women, especially our legends,' Tramel said, 'but this fell flat. Defending Lauryn wasn't a smart business model; it was a brand move that left many people questioning whether their time, dollars and culture were truly valued. Let's not forget, Essence Festival was built for us, by us; it is a cultural cornerstone that's supposed to feel like a family reunion with 500,000 cousins, but this year some Black creators and local vendors were left out, while more palatable Black creators were leading the movements, almost like someone slapped a sponsorship on it and hoped no one noticed."
Atlanta-based PR strategist Kera Felton echoed a similar sentiment.
'I think their response came from a place of protection and pride, but it didn't fully land. Essence made it clear that the delay wasn't Lauryn's fault, which is important,' Felton said. 'She's been heavily criticized over the years for lateness, and ESSENCE took a public stance to protect her reputation, but what they missed was the audience. Black women drive trends, influence buying behavior, and spend intentionally with brands that make them feel seen and ESSENCE has always been a staple, but that loyalty can't be taken for granted."
Inside the organization, leaders like Chief Content Officer Michele Ghee are aware of the stakes of producing an event of this scale.
'As you can imagine, putting on an event of this magnitude takes coordination across multiple teams, transitions and real-time logistics,' Ghee said. 'There were technical difficulties that led to Ms. Hill's performance being delayed. Her team was incredibly gracious and worked closely with us throughout.'
NEW ORLEANS, LOUISIANA (L-R) Deja Vu, Lynn Whitfield, Luke James, Arielle Chambers and Traci A. ... More Curry speak onstage during the ESSENCE Festival of Culture presented by Coca-Cola at Ernest N. Morial Convention Center in New Orleans, Louisiana.
But even with ESSENCE's transparency about the technical delays, the moment gave room for more questions about accountability, consumer trust, and what that looks like for their target audience.
'Black women are the culture and the cash flow,' said Patrice Williams Lindo, CEO of Career Nomad. 'Protecting us isn't charity; it's strategy and a community-building lever. Was it culturally necessary to defend Lauryn? Yes. But protecting Black women means protecting us as consumers, too. People felt unheard when they raised concerns about what they got versus what they paid for—and let's be real, the ticket prices aren't small.'
Ghee emphasized that the brand's mission remains dedicated to the community, even as it adapts.
'Essence Festival of Culture exists because of the community that has shown up for it year after year, and that support means everything to us, and as the festival evolves, we are working to balance legacy with innovation,' she said. 'Not every change will feel perfect in real time, but we are listening and making adjustments to reflect what our audience needs and deserves.'
ESSENCE remains one of the most trusted cultural platforms in the country; its ability to adapt while staying rooted in its mission is precisely why many in the business world continue to invest in its influence.
For Dana James Mwangi, a digital coach from Nashville, the brand's response was a step in the right direction—but insufficient.
'Yes, it was smart. But it can't be the only move,' Mwangi said. "Protecting a legend is one thing, but protecting the hearts of your audience is another. People want to know that ESSENCE doesn't just ride for talent but for the community that built this brand and protecting Black women looks different than it did 20 years ago. The little Black girls who grew up on ESSENCE are grown now. We understand contracts, we understand logistics, but we also understand when a brand stops talking to us."
Ghee noted that at the heart of protection is the ability to listen, even when the conversations are difficult, even when the feedback is hard to hear.
'Protecting our own means listening, understanding, and taking action to benefit the community we serve,' she said. 'We are not here to silence conversation; we are here to hold space for truth, acknowledge when we fall short, and show up with clarity and intention.'
For LaToya Evans, owner of LEPR Agency, the response was the best the brand could do in a volatile media environment. 'They honored the artist, owned the issue, and responded with integrity. In an economic climate where DEI initiatives are being rolled back, ESSENCE held the line.'
'We're proud to be a space where Black women come together to celebrate and be celebrated. That mission hasn't changed, but how we live it must evolve,' Ghee said.
Despite offering over 21,500 minutes of free programming, supporting 300 Black-owned vendors, and generating $346 million in economic impact for New Orleans, ESSENCE still left many consumers wanting more. It's a dynamic that hasn't gone unnoticed. PR strategists, brand experts, and corporate partners alike—many already navigating the backlash against DEI—are watching closely, not just to see how ESSENCE responds, but to understand what this moment signals about the evolving expectations of one of America's most influential consumer groups: Black women. When cultural trust is strained, companies that sponsor or align with legacy brands like ESSENCE begin asking tougher questions: What happens when credibility is no longer guaranteed? What does 'protection' mean when inclusion and accountability are now non-negotiables?
NEW ORLEANS, LOUISIANA - A general view of the crowd from above during the Essence Festival of ... More Culture at the Ernest N. Morial Convention Center in New Orleans, Louisiana.
ESSENCE's decision to take accountability reflects the platform's commitment to creating space for authentic dialogue, and in the end, its response to the Hill controversy may matter less than what comes next. The festival's true test won't be measured solely by Instagram comments or economic impact reports but in the small, yet meaningful moments that define consumer trust.