Success Story
Essence Music Festival
THE LEADERSHIP
"I know this well - how to take an emerging idea, understand the audiences that need to believe in it, build the narrative around it and create the relationships and visibility that help move it forward. The Essence Music Festival is a prime example."
THE CHALLENGE
A new music festival was being introduced in New Orleans.
There was no established event history.
No proven audience.
No established media narrative.
And multiple constituencies had to be convinced that this was something worth embracing.
THE STRATEGY
Sell the idea to the general public and niche segments
Engage stakeholders at grassroots and official levels
Cultivate relationships with media at local, regional, national and international levels
Produce creative promotions
Elevate the brand
