The Essence Festival of Culture, or Essence Fest, is one of the largest annual celebrations of Black culture, music, and empowerment in the world. Held every summer in New Orleans, the festival brings together tens of thousands of generational attendees for a multi-day experience featuring live music performances, inspiring panel discussions, technology, wellness and beauty activations, and Black-owned businesses. In 2021 we created a virtual experience thanks to COVID, but 2022 and 2023 brought back the joy of “stepping out” and coming together. Scroll on for an overview of AT&T at Essence Fest 2022 & 2023.
AT&T Afrotropolis 3.0 at ESSENCE Festival 2022
In July 2022, AT&T Dream in Black returned to the ESSENCE Festival of Culture with its boldest activation yet: Afrotropolis 3.0. Designed as a future-forward cultural hub, Afrotropolis was an immersive 70x70-foot experience housed within the Ernest N. Morial Convention Center. It was a vibrant, tech-integrated world where Black creativity, connectivity, and innovation took center stage. Here, attendees could discover the greater possibilities that exist from connecting and building their network. “Connection Changes Everything”
Objectives
Deepen connection with Black women (“Her”) through culturally authentic, empowering experiences.
Drive brand love and product engagement with AT&T Fiber and 5G.
Generate meaningful first-party data through immersive tech and interactive touchpoints.
Reinforce AT&T as a leader in tech and DEI through storytelling, talent, and product innovation.
Afrotropolis 3.0 featured a fully integrated design inspired by Afrofuturism with captivating immersive video screens, towering LED visuals and branded, story driven scenic elements.
AT&T at Essence Festival 70 x 70 Front View
A few experiential design highlights.
AT&T Fiber Front Row area to host execs & VIP consumers
AT&T Language of Curves was integrated in booth design and Afrotropolis skyline
Best-in-class 66’ 1.87mm video screens to create an immersive experience with AT&T journey to Afrotropolis and product content
Through the Looking Glass video activation captured the AT&T immersive AR experience to generate brand love and for consumers to share
AT&T Beacon with audio tone made AT&T visible from afar and captured consumer attention for on-stage moments and giveaways.
Tree of Dreams was an iconic “light house” that allowed consumers to share a message of joy while showcasing AT&T Fiber
AT&T at Essence Festival Performance Ashanti
AT&T at Essence Festival Panel discussion with AT&T Talent and Influencers
AT&T #EssenceFest 70 x 70 Footprint 3D Render View
AT&T #EssenceFest 70 x 70 Footprint 3D Render View
AT&T #EssenceFest 70 x 70 Footprint 3D Render View
Signature experiences included: Tree of Dreams, Through the Looking Glass, The Beacon QR Giveaway, Fiber Front Row, NFT Video Booth (Tech Summit)
Tree of Dreams powered by AT&T Fiber: A glowing digital baobab tree displaying over 1,200 joy messages submitted by guests—100% of whom opted into future AT&T marketing. The tree also served as a curious beacon from across the massive convention hall and an undeniable insta-trap.
Through the Looking Glass: Consumers lined up for the easy, shareable, latency-free photo and immersive video booth leveraging 5G to highlight AT&T’s high-speed tech in a creative, social-first format. It generated over 1200+ group posts and countless likes, tags, and reposts.
The Beacon QR Giveaway: This Surprise & Delight moment, sponsored by AT&T Fiber, attracted guests into the 70x70 footprint throughout the day, rewarding them with the chance to win exclusive DiB merchandise and a Samsung 22+. Guest would scan a QR code on the screens to enter and have to be present in order to claim their gift.
Fiber Front Row: An exclusive branded VIP space for performances and panels, bringing top-tier AT&T visibility to premium audiences.
NFT Video Booth (#EssenceFest Tech Summit): Collaborated with NOLA artist Jade Meyers to offer mintable custom NFTs, connecting traditional culture with emerging digital trends.
Road to Essence & Digital Ecosystem: Leading into the festival, AT&T ran a national sweepstakes campaign held Road to Essence pop-up events in LA, DC, and Chicago, and deployed a targeted microsite that served as a content and data hub for retargeting along with social channels. Influencer-led Twitter parties elevated sweepstakes entries, surging 31%.
Talent & Influencer Integration
A dynamic cast of cultural icons and creators brought Afrotropolis to life:
Influencer 5G Squad: Court & Lex, Coco Jones, Ebonee Davis, Ray, and Ragin drove social momentum and festival excitement—sharing content from private jet arrivals to giveaways on the ground.
Celebrity Appearances: Janet Jackson, Ashanti, Jordin Sparks, LeToya Luckett, Kierra Sheard Kelly, Terrence J, and more anchored high-energy performances, panels, and meet-and-greets.
AT&T Executives: Played visible roles across panels and activations, underscoring the company’s commitment to DEI and tech equity.
Social & PR Impact
Over 73M+ social media impressions and 388K+ engagements
1.5B+ PR impressions from 60+ media placements
96.5% positive sentiment on campaign-related content
Top-performing posts included behind-the-scenes talent moments and consumer-created content from the booth
Drive to Retail
Our drive to retail plan included the sweeps promotion across all 5,330 stores. Signage for 530 targeted stores and 10 local NOLA stores received team colors and access to Essence concert tickets for gifts with a premium purchase. We also opened a 20 x20 pop-up shop at Essence Festival, which included AT&T retail space and AT&T Small Business Hub/Office Hours where Small business owners had the opportunity to connect with the AT&T brand and network 1-on-1 with AT&T Executives and celebrity entrepreneurs.
Shops @ Essence - AT&T Essence Festival 20 x 20 Retail Business Booth Render
Retail Wins include over 700 local AT&T retail sales tied to local NOLA activations activations and the Essence Festival of Culture footprint
Design Elements and System Brief Overview
Inspired by AT&T Black Future Maker and self-taught multidisciplinary artist Georgie Nakima, the AT&T Dream in Black design direction introduces a bold and vibrant color palette that reflects the energy, resilience, and interconnectedness of communities with their environments—both locally and globally.
Rooted in the principles of Afrofuturism, the palette creates a rich visual ecosystem, weaving together color theory and geometric patterns as symbolic expressions of unity, hope, and strength across the African Diaspora. It serves as a vivid reminder of our shared, intersectional world—one that flourishes through harmony and balance, much like a blooming field in spring.
Drawing from Africana influences, fluid artistic expression, and the unifying rhythms of humanity, this design direction is a powerful celebration of the beauty, depth, and future-forward spirit of Black culture.
AT&T Dream in Black Afrotropolis 3.0 Theme inspiration
AT&T Dream in Black Afrotropolis 3.0 Build Screen Cross Section
Dream in Black Premiums + Staff Uniforms - Fashion forward uniforms enhanced BA confidence while boldly and proudly representing the AT&T Brand. The exclusive bowling shirt, served as a conversation point attracting passersby to the footprint. Premium Merchandise items, such as the tote bag and baseball cap, served as high incentive for GWP sales within the PreFab booth.
Conclusion
AT&T’s Afrotropolis 3.0 was a masterclass in cultural marketing and experiential storytelling. By fusing immersive tech with authentic community engagement, AT&T not only celebrated the power of Black culture—it demonstrated how connectivity can elevate, empower, and inspire. The campaign left a lasting impact, setting a new bar for brand activations at ESSENCE Festival and beyond.
EssenceFest 2023 AT&T Hip Hop 50 Block Party
EssenceFest 2023 AT&T Hip Hop 50 Block Party
The Essence Festival of Culture is the grandest celebration of Black women, culture, and communities in the U.S. Our mission was to ignite love for the AT&T brand among the Essence Festival audience by forging an emotional connection to AT&T's purpose.
Unifying our vision under the idea "Joy is made even better through connection," we were inspired by the 50th anniversary of Hip Hop and birthed the “AT&T Dream in Black Block Party" concept. Our culturally rich activation paid homage to the past, present, and future of Hip Hop—while showcasing the powerful role technology plays in amplifying Black voices and storytelling. We created an innovative fusion of technology, music, and fashion that sparked the imagination of festival goers, unveiling the limitless possibilities and sheer joy that arise from forging new connections.
Objective
To honor 50 years of Hip Hop culture while reinforcing AT&T’s commitment to innovation, cultural connection, and community empowerment through the Dream in Black platform.
Deepen a cultural connection through culturally authentic, empowering experiences.
Drive brand love and product engagement with AT&T’s 5G and Fiber technology.
Generate meaningful first-party data through immersive tech and interactive touchpoints.
Reinforce AT&T as a leader in technology and making meaningful connections through storytelling, talent, and product innovation.
Experience Highlights included block party vibes, powered by tech, live performances and talent moments, tech infused interactive installations, and influencer + executive integration.
Breakdancers worked the booth as both brand ambassadors and performers
360° 3D photo video booth - Create a memory to share by joining your fiends in one of 5 iconic hip hop cities
DJ sets kept the audience engaged in the footprint and delivered memorable brand moments to consumers
Block Party Vibes, Powered by Tech
Guests were transported into a block party-style activation that fused nostalgia with next-gen connectivity. From graffiti art and breakdancers to a 360° photo video booth and DJ sets, every element brought the essence of Hip Hop to life—with AT&T’s 5G and Fiber technology at the core.
AT&T Hip Hop Block Party Essence Festival Performance
AT&T Essence Festival Panel Crowd
AT&T Essence Festival Panel: Terrence J, KJ Smith, Lance Gross, Andre McClain
Live Performances & Talent Moments
The stage featured emerging artists and icons, surprise performances, and moderated conversations highlighting Hip Hop’s legacy and its influence on social justice, entrepreneurship, and creativity.
Using image recognition consumers could interact with signage like “Excellence Crowns Us” to interact with AR storytelling experiences
Interactive Installations
Activations like a digital graffiti wall, sneaker customization stations, and an AR-powered storytelling wall allowed guests to create, connect, and share their love for Hip Hop—real time.
Influencer + Executive Integration
Influencers, AT&T 5G Squad members, and Dream in Black ambassadors engaged audiences online and in-person, while AT&T executives participated in panel discussions and meetups, reinforcing the brand’s cultural credibility and leadership.
Essence Fest 2023 - AT&T Dream in Black Hip Hop 50 Block Party Stage Visuals
Igniting a cohesive narrative across an expansive 80 x 80 footprint, the on-screen visuals came to life, immersing the audience in a captivating world that exalted the essence of culture.
AT&T #EssenceFest 80 x 80 Footprint 3D Render Views
AT&T Essence Festival 20 x 20 Retail Business Booth Render
AT&T Staff Uniforms Day 01 - Fashion forward AT&T branded hip hop track suit
AT&T Staff Uniforms Day 02 - Fashion forward AT&T branded hip hop baseball jersey
AT&T Essence Festival Dream in Black 2023 Limited Edition Hip Hop 50 Merchandise
Creating FOMO, our custom merch had consumers waiting for their opportunity to bring home limited edition AT&T Hip Hop 50 gear.
Dream in Black Premiums + Staff Uniforms - Fashion forward uniforms not only connected to Hip Hop culture, but they enhanced BA confidence while boldly and proudly representing the AT&T Brand. The exclusive track suit and baseball jersey served as a conversation point attracting passersby to the footprint. Premium Merchandise items, such as the tote bag, cap, and exclusive t-shirt served as high incentive for GWP sales within the 80x80 footprint and 20x20 AT&T pop-up shop booth.
Design Elements and System Brief Overview
Design Elements and System Brief Overview
Inspired by AT&T Black Future Maker and artist Handel Eugene, the AT&T Dream in Black design direction presents a dynamic brand color palette that exudes vibrancy and boldness. With elements sparked by Africana, free-flowing expression, and the connecting currents of humanity, it beautifully celebrates the richness of Black culture.
At its core, the design direction revolves around an AT&T Blue centric color palette, accompanied by lively and flowing secondary colors, all adorned with an iconic typeface that signifies power, possibilities, and joy. The hero brushstrokes, featuring AT&T Blue, Purple, and Cobalt, symbolize the profound connection between us and technology, uniting us in a shared journey.
Embellished with gold paint accents, our design palette not only enhances but also frames captivating stories. By reflecting the essence of both the AT&T brand ethos and the profound joy of the Essence Festival, it unites us in a celebration of limitless expression and the boundless possibilities that await us.
The free flowing textures effortlessly connect the thriving urban neighborhood, bring our idea "Joy is made even better through connection," to life in the Hip Hop 50th Anniversary Block Party.
Conclusion
The AT&T Hip Hop 50 Block Party at ESSENCE Festival 2023 wasn’t just a celebration—it was a movement. It bridged generations, blended culture with connectivity, and spotlighted Hip Hop as a powerful force for expression, identity, and innovation. Through Dream in Black, AT&T once again proved its dedication to honoring legacy while shaping the future.