For Essence Festival’s 30th Birthday, AT&T Dream in Black created an immersive experience that connected guests to each other and the celebration of the past 30 years of Black culture. Throughout the 3 day activation, attendees were presented an electric lineup and engaging touchpoints that bridge Black storied legacy with the fresh, dynamic voices of today’s trendsetters.

Each day payed homage to a specific era with enriching experiences, panelists, and performances: Day 1 saluted the 90s, Day 2 honored the early 2000s, and Day 3 celebrated a new generation of music and creators building tomorrow for the 2020s and beyond.

While an AI photo booth, giveaways dedicated to each decade, and an interactive stage were huge highlights at the activation, it was hip-hop and R&B moments that stole the show. Guests enjoyed performances from Jadakiss, Jeremih, Arin Ray, and Mya, a live recording of R&B Money Podcast hosted by Tank and J. Valentine, and star-studded panels.