Essence Festival #BeTheGlow Activation Recap

#BeTheGlow Activation is a series of curated campaigns in the form of events by AT&T and The 360 Agency. Both notable organizations are coming together to bring pride and acknowledgement to the African American community. The campaign kicked off this summer at the BET Experience in Los Angeles, CA and at the Essence Festival in New Orleans, LA. AT&T’s #BeTheGlow campaign is dedicated to shining a glowing light on the people and ideas driving black culture forward. These events are curated to educate and recognize individuals making progressions in their respective industries. This type of recognition is necessary to encourage and motivate others to make great strides in the African American community.


#BeTheGlow campaign highlights various artists, performers, and influencers within the African American community. Notable celebrities and influencers included Traci Ellis Ross, Niecy Nash, Elle Varner, PJ Morton, Boris Kodjoe, Karen Civil, Nick Cannon, Issa Rae, Ava Duvernay, New Edition, Charlamagne Tha God, Holly Robinson Peet, Rev Run & Justine Simmons, and an All STARZ cast. Chef Garvin; Seth Brundle & Leslie Robinson of Butter + Brown; Afrofuturism Fashion show by Designer/Artist, Laolu NYC; Dance Crew Choreographer, Anthony “AJ” Jackson. Fans were given the opportunity to be up close and personal with their favorite celebrities, while learning more about them and what they represent as far as African American culture.


#BeTheGlow was created to celebrate African American Music, Art, and Beauty. The term glow has been used to represent pride beauty power and achievement within the African American community. With strong brands like AT&T and the 360 Agency coming

About The 360 Agency:  Founded in 2011 and headquartered in Los Angeles, award-winning agency The 360 Agency specializes in marketing and communication campaigns which tap into the unique trends, nuances, and vibes of consumers. Clients include: AT&T, Coca-Cola Company, and Anheuser-Busch. The 360 Agency focuses on multicultural and multi-segment groups such as LGBT, Hispanic, African American, Asian, and Women.  For more information, please visit


Story From:  360 agency, Enspire Us All