Coca-Cola is bringing another star-studded lineup to the ESSENCE Festival of Culture, unveiling performances from Destin Conrad, Normani, Coi Leray, and Mario as part of its 2026 festival programming. The beverage company also confirmed a slate of community-focused activations, HBCU initiatives, and cultural conversations during the three-day event in New Orleans from July 3–5.
Marking its 31st consecutive year as a partner of the ESSENCE Festival of Culture, Coca-Cola announced that Destin Conrad will open its stage programming on Friday night. Normani is scheduled to appear on Saturday afternoon, followed by Coi Leray as Saturday evening’s headliner, while Mario will close the weekend on Sunday with a set built around his R&B catalog.
The performances headline Coca-Cola’s larger “Every Side Shines” campaign, which brings together Coca-Cola, Simply, and smartwater under one festival platform centered on music, wellness, storytelling, and community engagement. At the heart of the experience is Shine City’s Sisterhood Ave, an immersive space designed to celebrate neighborhoods, friendship, and cultural expression through live programming and interactive experiences.
Beyond the music, Coca-Cola will continue its partnership with the National Coalition of 100 Black Women, Inc., highlighting conversations around leadership and economic empowerment. The company is also expanding its The World Is My Yard initiative with an HBCU-focused activation featuring Eva Marcille and a performance from Grambling State University’s World Famed Tiger Marching Band.
Representatives from 15 Historically Black Colleges and Universities will host office hours throughout the weekend, giving prospective students direct access to admissions information, academic programs, and campus life. Returning hosts Jamila Mustafa and Charles Beloved will guide programming across Coca-Cola’s festival footprint, while Ryan Destiny and Normani will participate in the brand’s “If Not For My Girls” conversations exploring mentorship, friendship, and personal growth.
The announcement arrives as the ESSENCE Festival continues to demonstrate its economic significance. According to Coca-Cola, the 2025 festival generated more than $321 million in economic impact, supported 2,436 jobs, and created more than $103 million in income for local workers and businesses in New Orleans.
Stephanie Eaddy, Senior Director of Cultural Marketing at The Coca-Cola Company, described the festival as “more than a cultural moment,” emphasizing the company’s long-term commitment to investing in communities while creating experiences centered on connection and celebration.
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