ESSENCE Music Festival 2011

Role: Web Production
Focus: Layout Refresh, Engagement Features, Sweepstakes Integration

Project Overview

The Essence Music Festival is a cornerstone cultural event that celebrates Black music, culture, and community. For the 2011 festival, the website required a complete redesign to reflect the energy of the event and to better connect with fans across digital platforms. The goal was to create a visually compelling and interactive online experience that delivered key festival information while driving user engagement.

My Role

As part of the Web Production team, I played a central role in building and launching the redesigned website. I was responsible for implementing the new layout, integrating multimedia content, and ensuring all interactive features functioned seamlessly across devices.

Key Contributions

• New Layout Implementation: Built a modern, festival-themed layout that captured the energy of the event while improving navigation and usability.
• Speaker & Artist Info Pages: Developed dedicated areas for keynote speakers and performing artists, featuring bios, schedules, and links to video content.
• Video Integration: Embedded highlight reels, artist interviews, and promo videos to bring the festival experience to life online.
• Hotel & Ticket Info Sections: Made it easier for attendees to plan their trip with clear, accessible information and booking links.
• Social Media Feeds: Integrated live Facebook and Twitter feeds to keep the homepage fresh and connected to real-time conversations.
• Text Alert Opt-In: Added SMS sign-up functionality so users could receive key updates, last-minute schedule changes, and promotions.
• “R&B Star Sweepstakes”: Designed and implemented a contest entry area where fans could register for a chance to audition with R&B legend Pebbles, boosting user engagement and site traffic.

Results

• Significant increase in engagement: Opt-ins for SMS alerts and sweepstakes entries exceeded campaign goals.
• Boost in social traffic: Social media integration led to a 2x increase in shares and referrals from Facebook and Twitter.
• Stronger brand experience: The updated look and interactive features helped translate the excitement of the live event into a powerful digital experience.

Reflection

The 2011 Essence Music Festival redesign was a high-energy project that balanced content, community, and creativity. By focusing on functionality and fan engagement, I helped deliver a digital experience that amplified the spirit of the festival and empowered users to connect in new ways.