What happens when two powerhouse female producers are tasked with creating an authentic men's experience at a festival historically dedicated to women? In this episode of In The Unlikely Event, host Rick Kiley is joined by award-winning experiential producer Carmen Jones and brand architect Dawn Marie Gray to discuss the challenge of launching a bold new initiative at the Essence Festival of Culture in New Orleans. The festival, a massive cultural event focused on Black women, decided to launch a men's experience in 2022 to expand its audience. The twist? The two creative strategists brought in to conceive and execute the vision were women. This fact alone created a major internal challenge when a "council of men" demanded a "direct men's perspective," threatening to halt the project. Hear how Carmen and Dawn Marie navigated the skepticism and pushed forward with their intentional vision, centered on the "five E's" (Enlighten, Enrich, Empower, Elevate, Embrace), to create an authentic and successful space for Black men at the festival. Links: Website: https://www.sohoexp.com YouTube: https://www.youtube.com/watch?v=mH8dSxRYqek Spotify: https://open.spotify.com/episode/0rBQm8DoTAhYEDBDJBaCDP?si=wdrIWGciTNCVjg7r3bZDeA Apple: https://podcasts.apple.com/us/podcast/essence/id1852356725?i=1000740488803