Essence Festival, known for its vibrant celebration of culture and entertainment, is actively carving out space for Zillennial attendees through the next generation: GU Creator’s House and Kickback. Recognizing the unique interests and needs of the Zillennial generation, we’ve tailored these experiences to resonate with their digital-savvy and vibrant audience. GU Creator’s House (Saturday July 5th & Sunday, July 6th) is a hub for young content creators, offering workshops, panels, and networking opportunities with industry leaders. This space empowers Zillennials by providing them with the tools and connections necessary to thrive in the digital content creation space, fostering a sense of community and collaboration.
On the other hand, the Kickback (Friday, July 4th, from 2-7 pm) is the space to break out of the professional norm and let loose. By blending entertainment with meaningful engagement, Kickback is here to capture the spirit of Zillennials through live performances, DJ sets, and immersive activations that encourage attendees to unwind and connect with one another. By integrating these elements, Essence Festival ensures that Zillennials enjoy and find value in the connections formed during the event.
Essence Festival’s GU Creator’s House and Kickback highlight the festival’s commitment to inclusivity and innovation. By creating dedicated spaces for Zillennials, the festival acknowledges the importance of the next generation in shaping the future of culture and media. Check out the official guide to get the most out of your weekend at the 2025 Essence Festival.
When Should I Start My Day With GU?
GU: This year, we’ve moved. Creator’s House will be at Common House and Kickback will be hosted at The Fillmore. Creator’s House doors open at 12 pm, and The Kickback begins at 2 pm.
What Panels Are Happening?
GU: Ready to step into your era of influence, clarity, and connection? Creator’s House 2025 is the place to be on Saturday, July 5 and Sunday, July 6 for real talk, unfiltered gems, and insight from the creators shaping culture right now.
We’re kicking things off Saturday with Become an Influencer IRL, where creators Justine’s Camera Roll, Khiari Barino, and Justin Frett get candid about what it really takes to thrive online. From navigating brand deals as Black creatives to knowing when to post the “bad” content anyway, this convo is full of raw, tangible gems on staying true to yourself while building something lasting. Next up, What the Twitch? brings live-stream energy to the stage. Twitch streamer Zoe Spencer and ESSENCE VP of Content Nandi Howard unpack the emotional highs and lows of going viral, growing a community, and protecting your peace while the internet watches. Then, Mic’d Up gets unfiltered and unapologetic. Mecca Evans and Jamila Bell, the duo behind the hit podcast Unhinged and Immoral, share the real highs and lows of going viral—from navigating sudden fame to staying grounded through the chaos. They dive into how they turned a college friendship into a powerful platform that keeps it honest and entertaining.
On Sunday, July 6, we’re starting strong with Influencer 101 hosted by Kensington Grey. Whether you’re just starting out or scaling your presence, this panel breaks down how to find your lane—and own it—with strategy, purpose, and confidence. Then it’s time to get real with DND: Loyalty Isn’t a Life Sentence, where Kimberly Ndubizu, Davey Bad, Frankie Bleau, and J.C. Carter talk through the hard stuff: outgrowing relationships, setting boundaries, and choosing yourself—even when it’s complicated. We’ll close the day with Partner in Prime, featuring business besties Casey and Sydney Winbush. These two are sharing how they built a thriving brand together, navigated challenges as sisters and co-founders, and continue to show up for each other while building an empire. Expect real talk on balance, boundaries, and making money with your person.
What Is There To Do?
Creator’s House is getting real and raw with top influencers, entrepreneurs, and creators who share their experiences and insights into Zillennial trending topics. This experience is made for you, so treat this like your personal brand trip. Access state-of-the-art facilities designed specifically for content creation, allowing you to produce high-quality material for your social media and grow your following. We have special performances from T99ZY, Chxrry, Moliy and Ken The Man for Kickback to give our virtual besties the time of their lives at Essence Festival.
How Do I Make The Most Of My Time?
We know many of our mothers, aunties, and cousins grew up with Essence, and now GU is here to lead what the next era looks like through Creator’s House. Immerse yourself in the vibrant culture and find a new perspective on why this is a significant aspect of many Zillennials’ identities. GU Kickback is an essential Essence Festival season, providing an unmatched opportunity for Zillennials to immerse themselves in an auntie-free atmosphere. With sets from DJ Summer Indigo and Aliyuhhh, attendees can expect pulsating beats and innovative mixes that cater to what we’re playing nonstop today. Create lasting memories with like-minded people in a dynamic and energetic environment, making your time at the Essence Festival enjoyable and impactful.