​On the night of July 4th, New Orleans’ main thoroughfare, Poydras Street, was blocked with stand-still traffic for almost a mile, the sidewalks packed with people. Some tourists in their red white and blue finest looked around, perplexed, because the crowd was overwhelmingly made up of Black people from across the diaspora, descended on New Orleans for Essence Festival. Most non-black tourists had no idea they were in the middle of the decades-old event weekend.

ESSENCE Magazine’s “Party with a Purpose” has grown over 25 years to one of the premiere gatherings for Black music, entertainment and culture, drawing averages of 500,000 attendees annually. But even as the event continuously hit record numbers, it remained somewhat of a secret outside of the demo, even in the age of music festivals. Among those who were aware of the weekend, it was long considered something for the older set; an “auntie” destination because of the festival’s (and magazine’s) core demo: Black women.

The 2017 blockbuster hit Girl’s Trip helped dispel that notion and broaden the event’s awareness, driving record levels of groups dressed alike in custom t-shirts to the Big Easy in 2018. And other entertainment entities started to finally take note: Ava Duvernay retweeted the official City of New Orleans account touting the Festival bringing in $4 billion dollars of revenue to the city over its history, saying “(I) remember when I had to plead with my studio PR clients to see the value in exposing films to Black women here. They didn’t get it. Now it’s a film, TV, content must-stop. Happy to be back. There’s no place like #EssenceFest.”

This year, yet more fans, brands and gatekeepers recognized the power of the festival — which is ultimately the consumer and influencer power of Black women — and got in the game. Essence Festival was bigger than ever, with more performances, more activations and activities, and entertainment brands like HBO, Spotify and BET taking up residence for the weekend. All things Black culture are now working to carve out a space during the weekend. So why did it take so long for new-comers to catch on to what over 400,000 people already knew?

One of the reasons Essence flew under the festival radar so long is that it isn’t a typical music festival weekend. There is a specific vibe; Essence has traditionally been a soul and R&B event, with a set culture and tradition. For example, instead of donning flower crowns, attendees were in their best all-white attire for Frankie Beverly and Maze on closing night. But it’s much bigger than a girl’s trip destination for the 40-and-over demo. Attendees flock to Essence because it’s a massive multi-generational family reunion. Essence Fest is one of the richest and most authentic celebrations of Blackness and the Black experience, and the energy permeates throughout New Orleans during the Fourth of July weekend.

“EssenceFest has always been one of the only festivals that you, your mother, and grandmother, can attend together and everyone will enjoy just the same,” explains Ashaunna Ayars, founder and owner of The Ayars Agency, which represents mutli-year headliner Mary J. Blige and partners with the festival on activations and show production. “Platforms like Girls Trip have expanded the reach of the festival to an even more multi-generational and global audience. I think the Essence team recognizes that and worked to program the main stages, super lounges, and off-site experiences to offer something for everyone.”