Essence and Twitter
announce collaboration on livestream weekly talk show
(May 4, 2017)
Essence Communications, a division of Time Inc., announced today it is
partnering with Twitter to livestream "Essence Now," a weekly talk show
covering all things entertainment, fashion, news and love and
relationships. The latest collaboration for Time Inc. and Twitter,
"Essence Now" will be the first live show on Twitter targeting Black
Fans of "Essence Now," which was launched on Essence.com in 2015, will be
able to enjoy celebrity interviews, musical performances, expert advice
and more via Twitter -- livestreamed from the Time Inc. Studios in New
York City. The livestream will be available worldwide on Twitter in the
coming months at essence.twitter.com and on @Essence.
"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.
"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."
Time Inc. has previously collaborated with Twitter to stream People's
Screen Actors Guild Awards Red Carpet Preshow and an exclusive cast Q&A
for Lucasfilm's "Rogue One: A Star Wars Story."
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.
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).
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