00:00Know that from a strategic perspective the business is strong, we're excited to
00:04be back, spread the rumor that Essence isn't going anywhere because people can
00:07ask me if we're leaving. We will have a Mardi Gras float this year for the first
00:10time. So we're really excited about that and the message that will send about our
00:14need to be here.
00:21Essence takes Mardi Gras!
00:25Mardi Gras is not commercial. It's really about culture.
00:30And based on the relationship that we've developed with the amazing Mayor LaToya
00:37Cantrell and her office, we had the opportunity to finally have a float during
00:46Mardi Gras. And I think that speaks volumes not because we are just Essence but
00:51because I think it says a lot about the significance around the role Essence plays
00:57in the fiber of a culture that is black in New Orleans but also how we are continuing to be
01:09intentional about not just showing up only during Essence Festival of Culture but
01:15constantly, constantly, yearly, intentionally wanting to be there and be a part of this
01:22this city that has constantly embraced us.
01:26So I don't think any of us expected for our day to start at 615 in the morning.
01:34But we all got up really, really early and met. And then we made our way all to the
01:42same hotel, the Hyatt Hotel, where all the Femme Fatale, all the crews of Femme Fatale,
01:48like seeing that sea of red and silver was just so incredible and so beautiful.
02:08All right, all right, who's ready for Mardi Gras?
02:12All right, so we got, we got our costumes over here.
02:15We're going to start getting dressed.
02:17Make sure you put on the sides you communicated so nobody is out.
02:20All right, let's go!
02:22Shout out to Femme Fatale for these amazing costumes.
02:37They really, I mean, for them to open their arms to host us and them being the first black
02:44female crew of Mardi Gras and for Essence to ride with them for the first time and build
02:50this partnership year-over-year with them, it couldn't be a better match.
03:01All right, everybody, listen up, listen up, listen up!
03:05So we have Hamilton here, our Essence friend.
03:09He has been, he's been riding on Mardi Gras floats for over ten years and he was telling
03:15me some really great tips that I want to share with the room, Hamilton.
03:19If you can just give us some pointers, that'd be amazing.
03:21Take it away!
03:22How are everybody doing today?
03:23Good!
03:24All right, first thing, once you get on the float, each section on the float has a harness.
03:30That's safety number one.
03:31You have to have that harness on the entire time.
03:34The bees are already set up on the float for everybody, so you pick it.
03:37It's a top and bottom float, so you have to spray it around and have a little fun throwing.
03:42Make sure you get something to eat in your stomach and anything so that we can make sure that we
03:46have a great ride.
03:47Ms. Barcuden got us some, you know, snacks for the float.
03:53So just make sure you guys just have fun and enjoy yourself.
03:57And remember, you can't get off the float.
03:59Once you do that, once you get on, you cannot get off the float.
04:03Also, the mask that you have, you have to keep those masks on your face at all times.
04:09So we're going to have a good ride and we're going to enjoy ourselves.
04:13That's rock and roll.
04:14Have us a good Mardi Gras.
04:22We're so excited to be here.
04:23It's my first Mardi Gras and I'm here with Essence, so that's amazing.
04:27And then, like, so to be here and to be a part of the float and be your Essence, like,
04:31it's going to be great.
04:32I'm excited.
04:40That's going to be in next month's Essence magazine.
04:42Yes!
04:43Yes!
04:44Yes!
04:45Yes!
04:46Yes!
04:54Yes!
04:59Yes!
05:00Yes!
05:02Yes!
05:03Thank you so much for joining us, a terrific Austin.
05:08Well, my city's here at council sites.
05:11Not yet even you, no, have to be an antler.
05:15Yes, we were warned to ration, we were warned not to get overzealous and throw all our beads
05:22out, but as I embark on our float, I see how many beads we have and things we have to throw
05:29out. I'm like, there's no way, there is no possible way we're going to run out of anything.
05:35So we're throwing beads with them and the kids and just the look on everyone's faces
05:40and the gratitude. We're just making everybody happy. We're about 80% through all of the things
05:47our throws. And someone's like, all right, guys, you better hold on. We're almost halfway
05:51there. I was like, oh, oh, Houston, we got a problem. But this was so huge. You have to
05:57think about it. There will never again be a first time that Essence has been a part of
06:02Mardi Gras. And I think for it to be this year, this year for us to put our stake in the ground
06:07that we are coming back in full effect and being in Mardi Gras and what that symbolizes
06:12for the people of NOLA, which is monumental.
06:20And next up, we have the Mystic Crew of Femme Fatale presents Ladies First featuring the Essence
06:28Festival of Culture. Miss Caroline, on behalf of the city of New Orleans, please accept
06:37the key to the city on our behalf. And it is an honor and a privilege not only to work
06:43with you to welcome Essence back to this city come July, but to raise this glass and toast
06:48of you, how Mystic Crew of Femme Fatale.
06:53That powerful moment between Mayor Cantrell and Caroline, CEO of Essence, and them just
07:03like loving on each other in front of the city of New Orleans, that was such a powerful moment.
07:08And that just symbolizes what Essence is. You know, it's this black women giving other black
07:14women their props, black women embracing and upholding and empowering each other to do
07:20incredible things. That is just, that's also such an amazing partnership that we have with
07:27Mayor Cantrell.
07:28It is an honor, a privilege, and one of the strongest relationships that exists between a Super Bowl
07:38of culture and a city that it doesn't work without. I want you to know that Essence Festival
07:43of culture is going absolutely nowhere. That's it!
07:47We are here. We are here. And so we are so honored to have a 27-year relationship and honored
07:56to have 27 more. And we look forward to joining you live in 2022 for the celebration that this
08:05city comes to life. Thank you, Nova. We'll see you in July.
08:10This has been the most incredible weekend. I learned so much about Mardi Gras culture, so
08:28much about the femme fatale culture here. And it's just so inspiring for Essence and Essence
08:33Festival. New Orleans is not just a location. New Orleans is not just a venue for us. It
08:40is our home. There is no Essence Festival without NOLA. And I'm so happy that we all got to experience
08:46this. All the beautiful women that bring this to life, getting to have some fun this weekend
08:50and experience that. And for NOLA to wrap their arms around us has just been such a beautiful
08:55moment.
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