NEW ORLEANS — For 30 years, the Essence Festival of Culture has brought together people from all walks of life and around the world to connect through conversation, shared experiences and, of course, music.
The country’s largest annual celebration of black culture was set to end on Sunday with musical performances by Janet Jackson and a special tribute to Frankie Beverly & Maze, a soul band that closed the event in the first 15 years of the festival. Beverly, now 77, said she is stepping back from performing live and that the group is on a farewell tour.
Others scheduled to perform included Victoria MonetTeedra Moses, Tank and the Bangas, Dawn Richard, SWV, Jagged Edge, Bilal and Anthony Hamilton.
Barkue Tubman-Zawolo, head of team, talent and diasporic engagement at Essence Ventures, told the Associated Press that the festival helps connect the global Black community.
“Historically, as people of color, sometimes we’re not sure where our heritage comes from,” Tubman-Zawolo said. “America is just one place. But within America there is a melting pot of different black cultures: Africa, Latin America, Europe, the Caribbean. Understanding this allows our power to be even greater.”
Tubman-Zawolo said these connections could be seen during this year’s Film Festival, held at the city’s convention center, where fans heard storytellers from Nigeria, Ghana and the Caribbean “who are directing our stories about us, towards us, globally. ”
She noticed similar connections through the Food and Wine stage, where discussions highlighted Caribbean and African cuisine; the Soko Market Place, where vendors from all over the world shared their crafts; and on the Caesars Superdome stage, which highlighted Caribbean and African artists including Machel Montano from Trinidad and Ayra Starr from Nigeria.
“All of this occurred over four days,” Tubman-Zawolo said. “But the beauty of it is that it doesn’t stay here. (Fans) take this with them.”
New Orleans Mayor Latoya Cantrell said this year’s “We Love Each Other” theme was appropriate.
“This whole ‘We Love Us’ theme brought us together to build communities,” she said.
The festival’s impact on the city and state has exceeded $300 million, with more than 500,000 people visiting since 1994.
Essence started the festival as a way to celebrate the magazine’s 25 years of history.
“Locals are being incorporated in a way we can see, touch, feel and smell. This has been part of the evolution of Essence,” said Cantrell.
The event’s current contract ends in 2026, but Essence Ventures CEO Caroline Wanga said the festival’s “forever home” is New Orleans.
“That’s what we believe too,” Cantrell said. “We have a foundation that has been laid over 30 years. The city is always ready and prepared to host this event and much more. I think staying in New Orleans is the best option and the best marriage, the best partnership.”
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