July 6th 2025.
Amid reports of low ticket sales and discontent among attendees, organizers of the Essence Festival of Culture have addressed the controversy surrounding their partnership with Target. Despite boycotts against the retailer, the organizers have decided to maintain their relationship with Target and have explained their reasoning.
The concerns raised by attendees were not limited to the ongoing sponsorship by Target, but also included disappointment with the reintroduction of exclusive "VVIP" lounges. Many expressed their frustration on social media, prompting the festival to acknowledge that they "missed the mark" with the exclusivity of the lounges.
However, the comments section also brought attention to the issue of Target's involvement as a sponsor. As a company that has faced backlash for cutting back on diversity, equity, and inclusion programs, many in the Black community have chosen to boycott Target. One Instagram user commented, "Now that that's settled...let's talk about Target."
The festival organizers did respond to these comments, but their response was brief due to their contractual obligations with Target. They did, however, acknowledge that they understand how it may appear to still have a partnership with the retailer amidst the controversy. In their response, they stated, "We are on a multi-year sponsorship with Target. So we fully understand how it looks. Just wanting to speak to the contractual agreement."
Target's CEO, Brian Cornell, also released a statement on the festival's website, reaffirming the company's commitment to cultural upliftment, specifically through their partnership with the Essence Festival. He expressed gratitude for the continued partnership and thanked the festival's team for bringing this event to life year after year.
Although Cornell subtly addressed the boycotts and their impact on the retailer's customer traffic and earnings, he also emphasized Target's support for Black-owned businesses and their commitment to diversity and inclusion. He stated, "Let me be clear: our commitment to opportunity for all and inclusion is unwavering. These values are foundational to how we serve our guests, support our team, and grow our business."
Cornell also mentioned their plans to invest $2 billion in Black-owned businesses and their accelerator program for diverse entrepreneurs. Additionally, the company aims to fulfill their pledge of $100 million towards Black-led organizations, as well as providing tuition assistance and support for HBCU students.
However, it is unclear how Target will continue to build upon these initiatives, especially as the cuts to diversity and inclusion programs remain in place. As for the Essence Festival, it has not been announced whether they will continue their partnership with Target after this year.
In related news, Melissa Butler, CEO of The Lip Bar, confirmed that their sales at Target have declined, possibly due to the boycotts against the retailer. This adds to the ongoing conversation surrounding Target's commitment to diversity and inclusion and how it may impact their partnerships and relationships with the Black community.
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