Joy Collins: Q&A with Essence’s General Manager

How is the success of Essence measured?

In this day we are all reminded that we operate for profit. As the leadership team, we have to ensure that we are financially, fiscally responsible in delivering profitability for Essence and ensuring our ongoing concerns. In the end, our audience is the voice lets us know that we are on track in the obligation to serve them. We do a fair deal of consumer research that allows us to experience Essence through the lens of the consumer. We want to know what they come to Essence for, if there were three things they could say about the brand, what would those things be? What are those those things they want Essence to provide more of? It’s an ongoing focus group, so to speak, to make sure we are on target with providing our audience what she needs, when she needs and how she needs it.

What are your responsibilities in respect to The Essence Music festival?

I oversee The Essence Musical Festival. I am the person who sets the strategic and financial objectives for the Essence brand. I also organize the staff, various work plans, and talent to make sure we meet the objectives. I am responsible for overseeing the relationship we built with New Orleans and the state of Louisiana and executing the festival every year. I am responsible for the revenue operations of the festival which include our sponsorship and ticket sales.  I bring on necessary vendors, the production company and our partners together to make sure that at the end of the day, we have a successful event, not only for Essence, Time Inc., but for our festival goers as well.

What can be expected from this year’s festival?

This years festival is exciting! We are celebrating our 40th anniversary and we worked hard to put together the best line up the festival has ever seen. We said, ‘as we reflect on 40 years of the Essence Magazine legacy, how can we use a musical festival to translate what Essence has meant to people all those years?’ So we found three of the most beautiful women to ever grace the cover [Mary J. Blige, Janet Jackson and Alicia Keys] and we made them the headliners this year. I am really excited because you will see the covers of Essence Magazine come to life in our evening performances this year. I cannot wait myself.

We are putting together a 40th anniversary tribute that we will do each night and to have the beauty and likeness of these ladies as headliners is so exciting. Everything they’re about, from their beauty to their stories are what helped Essence be what it is. The dynamic performers that we have throughout the entire weekend and empowerment seminars are amazing. In my opinion, there has never been a lineup like it.

Who will be on the panels of the empowerment seminars?

Each day is designed to have its own personality. Some of the lineup includes, Steve Harvey, Sherri Shepard, Hill Harper and Ed Gordon. On Saturday July 3rd, we are having our first ever education summit. We want to dig deep and discover the gap facing the African-American community, as they relate to educating our children. How do we provide solutions for empowering parents and motivating students and for closing the gap to fulfill the dream. That day so many people will be there including, Al Sharpton, Jada Pinkett-Smith, CEOs of companies, presidents of colleges and Tom Joyner. On Sunday, we will wrap it up with our gospel tribute to Kirk Franklin, Shirley Ceaser, Bishop Paul & Deborah Morton.

What about the economic contributions the Essence Music festival brings to the city of New Orleans?

We’ve always looked at the relationship we have had with New Orleans and Louisiana as being paramount to creating a successful event. When Essence comes to New Orleans, we take over the city. To be able to bring 428,000 people to the city, as we did in 2009 is no small feat but a tremendous gift. We deliver about $200 million of economic impact by way of hospitality, food and beverage, retail and transportation. The partnership has its merits and benefits, not only in what it generates for Essence and consumers but also what it does for New Orleans and we look forward to continuing that in the future.

What is the most important professional lesson you have learned since joining Essence in 2008?

The challenges to grow our brand in the current economic climate to where it needs to be–for our customers and for the next forty years looking–is not easy. However, focusing on the task at hand that is bigger than ourselves has to be the anchor that gets us through and keeps us motivated. For me, what enables me to deliver the results and step into the challenges is that gift of service that Essence provides. Ultimately, what I have learned to do is to stay focused on that purpose.

What has been your formula for climbing the corporate ladder?

It has been as much about my character, as it has been my ability to perform. I work hard everyday at being the best I can be and I work hard at learning. In addition to producing results everyday, I am taking in what I need to do to constantly expand myself to become a better person and become more effective at what I do. I am always focusing to ensure my character is one of humility and grace. As an African-American women, I believe our gift to corporate is our ability to stay graceful and calm in anything that we do. I take that with me in every single meeting and deal negotiation and that’s what the Essence brand is all about.

If you could pinpoint one success you have influenced in all your positions which would it be?

It has been The Essence Music Festival. It touches me deeply when we get an e-mail or a letter from a consumer or even when staff comes to me and says “The Essence Music Festival has grown to be more than it has ever been.” It has grown from 270,000 people in 2008 to 428,000 in 2009. That is a gift and great accomplishment.

In five years Joy Collins will be…

A stronger leader and giver to my family, job, friends and community.