As the annual ESSENCE Festival of Culture™ gears up in New Orleans, the event is set to reach an even wider audience through its renewed partnership with Hulu. The streaming service has carved a niche for itself as a preferred platform for live events, and this year, it’s delivering the ESSENCE Fest Primetime to its subscribers without additional charges.
One of the main attractions is the star-studded lineup featuring prominent artists such as Ms. Lauryn Hill, Missy Elliott, and Megan Thee Stallion, among others. These performers will be accompanied by a host of veterans including Doug E. Fresh, Ludacris, and Salt-N-Pepa, as well as newer voices like Ice Cube and Remy Ma. The five-hour nightly live show promises to be a robust showcase of musical talent.
In addition to the musical performances, the festival is also offering highlights from daytime experiences and exclusive content available only through the virtual platform. The festival is to be hosted by well-known personalities like Rocsi, Ed Lover, and Big Tigger.
The ESSENCE Festival of Culture™ has always been a significant event, and this year it holds special meaning as it celebrates the 50th anniversary of Hip-Hop. Hulu’s VP Brand Partnerships & Synergy, Adia Matthews, expressed excitement over Hulu’s collaboration with ESSENCE for this landmark occasion. Similarly, Pauline Malcolm-Thornton, Chief Revenue Officer at Essence Ventures, mentioned that this partnership showcases the media industry’s movement towards a more integrated physical and digital presence.
Moreover, Hulu has been establishing itself as the destination for live music events since 2020. Following the ESSENCE Festival of Culture™ in July, Hulu is scheduled to stream other notable festivals including Lollapalooza, iHeartRadio Music Festival, and Austin City Limits Music Festival, through October.
Furthermore, Disney is joining this year’s ESSENCE Festival of Culture™ as a major entertainment sponsor. While the specific details of their participation are yet to be announced, Disney’s involvement indicates the significance of the event in celebrating Black culture and community.
ESSENCE Fest Primetime is scheduled to livestream on Hulu from Friday, June 30 to Sunday, July 2, from 7:00 pm to 11:59 pm CT.
This year’s ESSENCE Festival of Culture™ is an example of how technology can effectively bring cultural experiences to a wider audience. Through this collaboration with Hulu, the festival is ensuring that its rich lineup of artists and discussions can be accessed by viewers across the country, thereby contributing to the broader appreciation of music and culture.
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