This year’s ESSENCE Festival of Culture was, simply put, one for the books. From June 29 to July 3, the city of New Orleans was overtaken by Black girl magic, with an abundance of Black women descending from all over the world. The festival, in its 29th year, featured an all-star lineup of performers from Megan Thee Stallion to Missy Elliott to commemorate the 50th anniversary of Hip-Hop. 

While the high-energy performances entertained attendees at night, AT&T also kept the energy high in the daytime. AT&T’s Dream in Black initiative held a variety of activations designed to encourage festivalgoers to unlock their highest potential through informational panels, live music, and more. One panelist, Lance Gross, certainly left his imprint on those who attended.

Thanks to his megawatt smile and even brighter acting chops, Gross may be one of America’s leading heartthrobs, but there’s much more to him than meets the eye. Outside of his jaw-dropping performances, his commitment to uplifting the next generation puts him in a league all of his own. In collaboration with AT&T, the House of Payne actor appeared on the HBCU Yardfest panel to discuss all things related to Historically Black Colleges and Universities (HBCUs), alongside fellow actors KJ Smith and Terrence J. As an alum of Howard University, Gross feels it’s important to lift up the next generation of creators as his predecessors did for him.

“When I was coming up, I had people do it for me, so it’s a pay-it-forward-type thing,” Gross told UPTOWN. “I always told myself, when I was dreaming of it, if I get in this position, that I would always make a point to give back, to mentor, and do all I can for the ones coming up after me.”

Undoubtedly, the fun didn’t stop there. Melissa Butler, one of the fiercest moguls in the beauty industry, was also a part of the weekend’s festivities. Butler may be the CEO of highly successful businesses such as The Lip Bar and thread beauty, but she still finds time to support the next generation of up-and-coming entrepreneurs. The Detroit native served as a panelist for the Girls United discussion her professional journey and more. For Butler, it was important to get involved with AT&T’s Dream in Black platform because of the light it shines on the trailblazers who are currently carving out their niche in the world.

“Just by nature, I think that Black people broadly have an opportunity to dream bigger,” Butler said to UPTOWN. “And I love everything the initiative stands for, because it reminds you that you can dream big. At the end of the day, the reason I’m an entrepreneur is because of exposure. And so, the initiative just shines a light on those people who are trailblazing. I have the opportunity to be grateful and proud of the people who came before me, while also making the path a little bit easier for the people who are behind me. So, I love everything that this initiative stands for.”

It makes sense that Butler participated in the annual festival, given that she’s consistently supported and affirmed Black women throughout her career. With the festival centered around the empowerment of Black women, Butler reflects on the inspiration she draws from other Black women in her life.

“I am so inspired by Black women. We have always been the backbones of the family. We have always been the people who made a dollar out of 15 cents. So I am inspired by the women in my family, I’m inspired by the women, entrepreneurs that came way before me, whether we want to go as far back as Madame C.J. Walker, or as recent as Lisa Price, the CEO of Carol’s Daughter. I’m also inspired by the women who are doing it right alongside me today. There are so many women in my field, whether it’s haircare with Monique Rodriguez, feminine wellness with Beatrice Dixon, or even other makeup brands, there are so many women who are deciding to go after their dreams. And I look at that, and I am reminded that I can continue to go because entrepreneurship is incredibly difficult.”

With representation in the realms of acting, entrepreneurship, and more, AT&T enlisted the award-winning singer Amerie to round out its star-studded roster. The songstress served as the headlining performer on the second day of the activation series. The “1 Thing” musician was excited to partner with the brand because of its commitment to telling all Black stories instead of a few.

Amerie explained, “It’s always great to have a wide swath of creators and voices. We have universal stories, but I think a lot of times, a lot of artists don’t get a chance to be heard, especially through traditional systems where you have to almost go through all the gatekeeping. And now you have the internet, which is great, along with initiatives like this where you have not just one. Oftentimes we’re told that ‘We already have our such and such person.’ But there are so many of us. We’re not a monolith. We don’t all have the same ideas and the same perspective. So the more of our voices you can hear, the better. And I think that we don’t need to put any artist in a box because our stories are very universal too. So if you’re a human being, you’re going to be able to relate to another human being’s experience.”

While the festival celebrated 50 years of Hip-Hop, the celebrations didn’t stop there. Amerie’s debut album, All I Have, marked its 21st anniversary last month. The Billboard-charting album, a cultural artifact, was not only a launchpad for her career but also taught her many lessons. The foremost being to always trust her intuition.

“The lesson that I’ve kept with me is listening to your gut, listening to your heart, not sacrificing your integrity, and trying to stay true to your vision. And that’s going to change all the time. Sometimes things will work out, sometimes things won’t. But I feel like whether you win or you fail, you’ll never regret decisions if they were your own decisions.”