Hollywood by Choice
Essence and Twitter announce collaboration
It was recently announced that Essence, the widely read magazine that targets Black women, will be partnering with Twitter to livestream “Essence Now,” a weekly talk show covering all things entertainment, fashion, news, love and relationships. The program will be the first live show on Twitter targeting Black women.
Essence Magazine celebrates the achievements of Black women in every spectrum of life. And it clues readers in on fashion tips for certain body types, hair styles that complement the shape of an individual’s face and the texture of one’s hair. It speaks to issues that Black women have to deal with in the professional world and on the home front. Essence is a very personal look at the Black woman’s heart, mind and soul.
Currently fans of the magazine can watch “Essence Now” which was launched on the Essence.com in 2015. But, in the coming months, fans will be able to enjoy celebrity interviews, musical performances, expert advice and more via Twitter—livestreamed from the Time Inc. studio in New York City. The livestream will be available at essence.twitter.com.
“Essence Now” has established itself as the go-to destination for our consumers, who are undeniably enthusiastic and vocal users of social media,” said Essence Vice President of Client Solutions Cassandre Charles. “We are pleased to partner with Twitter, a universally influential platform, to expand our global reach and spark a dialogue worldwide around our audience’s passion points—from a multicultural perspective.”
Featured segments the ‘Hot List’ and ‘Slayed or Shade,’ which examine the top trending stories of the day, will anchor the debut episode of “Essence Now” on Twitter. The show will also include a special edition of ‘Kitchen Table Talk,’ presented as a frank panel discussion on the good, the bad and the ugly of marriage. The experience will also integrate live comments utilizing Twitter polls and questions from the Twitter audience using the hashtag #EssenceNow—enabling fans to connect and participate from anywhere in the world.
As an omnichannel brand, Essence has created a variety of original video series focused on topics including beauty and style, food, personal finance, love and relationships and entertainment—resulting in growth of 1000% in video views across the brand’s digital platforms over the past year alone. In addition, the brand’s signature live event franchise, the Essence Festival, delivers more than 100 hours of video and live stream programming throughout the course of the annual four-day event.
“It is very exciting for us to collaborate with Essence to bring their highly engaged audience a live weekly program on Twitter,” said Anthony Noto, Twitter COO. “Essence’s fans and viewers already turn to Twitter for smart conversation, and now they can continue that dialogue while watching “Essence Now” all on one platform.”
Essence Communications Inc. (ECI) is the number one media company dedicated to African American women, with a brand reach of 21.2 million. With a multi-platform presence in publishing, live events and online, ECI is comprised of Essence magazine, the preeminent lifestyle magazine for African American women; the Essence Festival; Black Women in Hollywood and Black Women in Music events; Window on Our Women and Smart Beauty consumer insights series; Essence.com; and ventures in digital media (mobile, television and VOD).
History footnote: The first issue of Essence was published in May 1970 with a modest print run of 50,000 copies. Since then, Essence has grown into what the New York Times called the “pre-eminent voice for Black women.”