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For the artists performing on AT&T‘s Dream in Black stage at this year’s Essence Fest, it was all about celebrating the 30 years of history behind the annual celebration of Black culture and community. The festival takes place in New Orleans and among the major sponsors is AT&T, which has been a long-standing partner since 2018.
To show its support for Essence Fest’s major milestone, the telecom brand featured a powerful lineup of performances and programming throughout the festival weekend through its Dream in Black division, a signature AT&T platform built in 2018 that supports and empowers the Black community to envision a better tomorrow.
Programming consisted of panels touching on film, business, culture and empowerment workshops for young women. For the musical performances, the AT&T team leaned into the 1990s, mid-2000s and beyond with a lineup that included Grammy-winning artists Ambré and Mýa.
Ambré, a New Orleans native, was part of the celebration NOLA: A Love Letter presented by AT&T Dream in Black, while Mýa wrapped up the weekend programming with a performance of her hits that dominated millennial hearts in the audience.
Mýa made her debut in the 1990s and won a Grammy for her collaboration with Lil’ Kim, Pink, Christina Aguilera and Missy Elliott for their cover of “Lady Marmalade” in Moulin Rouge. Ambré, an R&B singer-songwriter, has nabbed Grammy wins and nominations for her work with superstar H.E.R.
Mýa and Ambré sat down with ADWEEK to discuss their partnership with AT&T, what they look for in brand partnerships, and advice for today’s brands on forming meaningful connections with the Black community.
This interview has been edited for length and clarity.
ADWEEK: Tell me about your partnership with AT&T and Essence Fest.
Mýa: Right off the bat, I thought it was an interesting idea, the Dream in Black [platform] celebrating Black culture. And New Orleans itself is a beautiful place with so much culture and a place that everyone comes to. It’s also Essence’s 30th celebration, a huge milestone. I love being a part of cultural events. All the aspects of Essence Fest—I love what it stands for. It’s motivating, it’s inspiring, it’s empowering.