At ESSENCE Festival of Culture, the big stages always get plenty of attention, but Coca-Cola made sure its own footprint felt like a full experience of its own.
During the 2026 festival weekend in New Orleans, Coca-Cola’s Shine City became a daytime hub for music, celebrity moments, community connection, HBCU pride and entrepreneurship — all under the brand’s “Every Side Shines” platform.
A press release reports that the activation took over space inside the New Orleans Ernest N. Morial Convention Center from July 3-5, giving festivalgoers a place to catch live performances, interactive programming and cultural conversations before the festival shifted into its nighttime concert energy. Coca-Cola, which celebrated its 31st consecutive year as an ESSENCE Festival partner, centered the experience on music, wellness, storytelling and connection through Coca-Cola, Simply and smartwater.
Of course, the music was a major part of the weekend. Destin Conrad helped kick things off Friday, July 3, with a performance on the Coca-Cola Main Stage, while Kenny Burns and Coltrane Curtis also stopped by the Shine City experience. On Saturday, July 4, Normani and Coi Leray brought even more star power to the Coca-Cola Main Stage, with Ryan Destiny also linking up with Normani at Shine City. By Sunday, July 5, Mario closed out the weekend’s run of Coca-Cola performances, giving fans another R&B moment to remember.
But Shine City was not just about who grabbed the mic. Coca-Cola also used the weekend to highlight community impact and HBCU culture through its “The World Is My Yard” platform. One of the standout moments came when Eva Marcille presented a donation check to Grambling State University on the Coca-Cola Main Stage, while Grambling’s World-Famed Tiger Marching Band helped lead Coca-Cola’s Shine Parade through the space.
That HBCU focus went beyond celebration, too. Coca-Cola’s programming included dedicated office hours with representatives from 15 HBCUs, giving prospective students and families direct access to information about admissions, campus life, academic programs, and educational pathways. It turned Shine City into more than a branded activation; it became a real resource for young people thinking about their next step.
The weekend also brought out familiar faces across entertainment and culture, including Lance Gross, Mannie Fresh, Ryan Destiny, Eva Marcille, Normani, Kenny Burns and Coltrane Curtis. Together, those appearances helped Coca-Cola’s space feel like a mix of concert stage, community block party, networking hub and cultural celebration — which makes sense for a brand that has been tied to ESSENCE Fest for more than three decades.
With performances from Mario, Normani, Coi Leray and Destin Conrad, a major HBCU moment for Grambling State University, and programming built around sisterhood, entrepreneurship and access, Coca-Cola’s Shine City gave festivalgoers plenty to take in beyond the main festival stages. Check out some of the best moments from Coca-Cola’s 2026 ESSENCE Festival of Culture activation below.
GRAMMY-nominated artist Destin Conrad performs on the Coca-Cola Main Stage during the 2026 ESSENCE Festival of Culture presented by Coca-Cola at the New Orleans Ernest N. Morial Convention Center on July 3, 2026, in New Orleans, Louisiana.
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