MSNBC enhanced its presence at the Essence Music Festival in New Orleans by creating an interactive experience for attendees. The network set up a full installation that included mock studio setups and a replica of a downtown environment, allowing festival-goers to engage with the MSNBC brand in a tangible way. Prominent MSNBC hosts participated in the event, offering live broadcasts, panel discussions, and meet-and-greet opportunities. This initiative aimed to deepen MSNBC's connection with the African-American community by providing festival attendees with behind-the-scenes insights into news production and fostering direct interactions with the network's personalities.