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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.
Ambré: It came from wanting to celebrate Black culture and New Orleans culture specifically. That’s something that I always pride myself on. So it just kind of worked out that way. But I definitely support the message AT&T is putting out.
What do you look for when partnering with brands?
Mýa: The mission statement [of a brand] is very much the focal point and making sure that it’s not some ego-driven [partnership]. It’s about passion, empowerment, of course, and community. I love the arts and any way to bring people together from all ages and backgrounds. It’s also important to represent culture. But it’s always been about the mission statement for me.
Ambré: That’s something that I am definitely trying to be very intentional about: doing the research and making sure I do my due diligence and [know] what certain companies represent. I look for things that stand on integrity and mean something. It should come from a place that they have something they’re trying to share besides just selling. It can be a product, but what’s the message behind the product?
We are living in a moment where brands are getting called out for shallow advocacy. What is your advice to brands when it comes to genuinely supporting Black stories and culture?
Mýa: It’s all about being on the ground, or at least being connected to those that are from the culture so that the stories, the challenges and the lives are being represented correctly. [Make sure] it’s not just a check or exploitation or something that “looks good.” Be very authentic in what you’re trying to convey. Who are you trying to inspire? Even for fundraisers. We see it all the time. Are [the funds] really getting to people in your target audience? Or is it exploitation? There’s responsibility for brands.
Ambré: There’s no “one way.” Behind these companies, there are thousands of employees. It’s not just one person necessarily endorsing something or one person pulling the strings. Mistakes are going to be made when it comes to that because you can’t really cater to everybody. But it’s just more about knowing the integrity of the brand. I’m not an expert. But I personally feel it’s just reaching out to the community that you cater to.
