Sheila E takes part in car karaoke at the 25th annual ESSENCE Festival
Photo: Ford Motor Company
For the 11th consecutive year, Ford was the exclusive automotive sponsor of the ESSENCE Festival, which celebrates the multitudinous achievements of black female artists and entrepreneurs. This year’s event celebrated the 25th anniversary of the ESSENCE Festival, and the theme of “Paint the Future Proud” fit hand-in-hand with Ford’s new Built Ford Proud ad campaign.
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“Ford is proud to show its continued support for all women who demonstrate strength and leadership in their community, and there is no better way to highlight the spirit and beauty of the community than through art at the ESSENCE Festival,” said Ford Multicultural Marketing Communications Manager Dee Guerrero. “The power to positively impact the African American community and share in culture is amazing.”
Ford’s presence at the 25th anniversary ESSENCE Festival included sponsorship of the Hot Right Now lounge, which hosted performances from artists including Jacquees, Aluna George, Queen Najia, and Normani. Ford also was the name sponsor of the main stage, which broadcasted the SiriusXM shows Bevelations, Heart & Soul, and Kirk Franklin’s Praise and featured panel discussions including a panel on art hosted by hip-hop legend MC Lyte.
Ford also held virtual test drives through its Drive 4UR Community program, donating $20 to the Tom Joyner Foundation and the New Orleans African American Museum and another $20 to provide rides to cancer patients for each drive taken. Other Ford activities included caricatures of guests, free lip makeovers, a Mustang-inspired photo booth, and car karaoke.
Earlier this year, legendary actress Angela Bassett starred in “The Essence of Pride,” a commercial spot promoting Built Ford Proud as well as the importance of ESSENCE magazine.
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