Essence Fest just wrapped. And like any family reunion with half a million cousins, it brought the heat... but also left some folks feeling burned.

From the energy on the ground to the digital aftermath, one thing was clear: something about the vibe this year felt off. The headline-worthy moment? Lauryn Hill’s late arrival (again) and Essence’s very public defense of it. Now listen—I will always advocate for protecting Black women, especially our cultural icons. That’s not up for debate.

But here’s where CX meets culture, and where brand decisions meet business consequences.

Defending Lauryn Was a Brand Move, Not a CX One

Lauryn Hill’s late arrivals are basically folklore at this point. Some folks expect it. Others have long clocked out. Essence’s response wasn’t just a defense of an artist—it was a strategic brand decision. But the move didn’t land the way they hoped. Instead of deepening trust, it left many wondering...

“Do y’all value our time... or just our ticket sales?”

Brand loyalty doesn’t survive on nostalgia alone. It needs care. It needs accountability. And above all, it needs respect for the people who’ve shown up year after year.

When Experience Starts Feeling Like Exploitation

One thing about Black folks—we feel everything. Joy, shade, subtext, softness, spectacle. And the people in the comments? They’re feeling exploited.

Because what once felt like a sacred celebration of Black womanhood now feels like a rebranded cash grab. Reports circulated about local Black vendors being excluded. Some content creators with deep cultural ties were sidelined in favor of more “palatable” influencers. The soul—the intention—felt missing.

Essence Festival was never just an event. It’s supposed to feel like walking into your auntie’s kitchen and hearing your favorite song at the same time. This year? It felt like someone slapped a corporate sponsorship on the potato salad and didn’t bother to ask who made it.

The Cost of Neglecting Customer Experience (Especially Black CX)

As a customer experience strategist, I look beyond surface-level backlash. I’m asking: what systems were in place to ensure this didn’t happen?

• Where was the pre-event sentiment analysis?

• Was there a CX strategy designed to listen and adjust in real time?

• How are they capturing and responding to feedback after the event?

Because here's the truth: protecting Lauryn might’ve been emotionally resonant, but protecting the customer experience of the Black attendees? That’s what sustains long-term brand equity.

Black consumers don’t just buy—we build. We shape. We set the trend. So when we feel ignored, it’s not just bad PR. It’s bad business.

Sis, Friend, Listen...

If your brand is built on culture, you have a responsibility to protect the experience of the people who created that culture—not just the profit it brings in.

That means:

• Involving real community voices in your planning

• Building systems that prioritize emotional and logistical care

• Listening to feedback without gaslighting

• Honoring the legacy and the people keeping it alive

Because evolution without intention becomes exploitation. And if your experience doesn’t feel like it’s for us anymore... we’ll feel that. And we’ll walk.

Bottom Line?
Your brand can’t afford to treat customer experience like an afterthought—especially not when your entire business model is built on the trust of Black consumers. If you're navigating legacy, scale, and loyalty all at once, you need a CX strategy that can hold all of that complexity with care.

Because protecting Black legends is necessary. But protecting Black customers? That’s how you build something that lasts.

Want help building customer experiences that honor your culture and scale your impact?
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