Recently Ad Age described the ESSENCE Festival as the Super Bowl of marketing to Black Women. LIQUID SOUL partnered with ESSENCE again this year for the 20th Anniversary of the ESSENCE Festival ™ in New Orleans (July 3-6), which garnered a record-breaking 550,000 attendees, to manage their Entertainment All Access [EAA] program within the Ernest N. Morial Convention Center. In its second year, the EAA program was designed to provide film and television brands the opportunity to engage with festival attendees and media outlets in four (4) main areas: Center Stage, the Screening Room, Radio Row and the Fan Zone.
LIQUID SOUL was instrumental in planning and executing activations for some of the top powerhouses in the entertainment industry like: ABC, Lifetime, Oxygen and Relativity Media to the festival to showcase their latest television and film projects.
OXYGEN drew a large number of gospel music fans and spectators with their FIX MY CHOIR flash mob stunt orchestrated by LIQUID SOUL featuring Deitrick Haddon and Michelle Williams.
ABC introduced their new family comedy, “black-ish” starring Anthony Anderson and Tracey Ellis Ross.
Lifetime lit up Center Stage with the lovable Dancing Dolls and their no-nonsense coach Miss D from the hit show BRING IT!
to celebrate and promote their second season that premieres on July 23rd drawing one of the largest spectator crowds during EAA. In addition, Lifetime screened the new controversial reality show titled BAPS scheduled to make its debut on July 23rd as well.
Relativity and Universal Pictures provided sneak peaks at their upcoming films Beyond the Lights featuring Nate Parker and Gugu Mbatha-Raw in theaters November 14th and the James Brown biopic Get On Up starring Chadwick Boseman in theaters August 1st respectively.
In addition to managing the Essence Festival EAA Program, LIQUID SOUL developed retailtainment panels on behalf of our client Walmart featuring two  dynamic celebrity panels and autographs sessions. On Friday, July 4th, the ROB HARDY’S AMAZING STORIES panel featuring: Anthony Anderson, Ludacris, Malcolm D. Lee and Laz Alonzo garnered the largest spectator crowd to the Walmart stage and over 10MILLION Twitter impressions!
Then on Sunday, July 6th to close out the festival, Bishop Lester Love hosted the BLACK LOVE & RELATIONSHIPS panel featuring celebrity couples: David & Tamela Mann, Teddy & Tina Campbell and Warryn & Erica Campbell, along with a special performance by Tamela Mann that had the crowd rejoicing and singing along.