Yvonne McNair explains the importance of cultural authenticity in branding

What are two productions that you developed that created cultural moments and helped brands achieve their marketing objectives?

I produced the 30th anniversary of “New Jack Swing” with Teddy Riley and friends at the historic Apollo Theater. It was the first time in over 25 years that these particular artists had performed together in their Harlem neighborhood. During the 25th anniversary of Essence Music Festival, I produced and brought a reggae-Afrobeat show to the festival’s main stage. The festival is a celebration of culture, so it was a huge highlight to do it for the first time.

How important is diversity and cultural authenticity to your marketing, branding
and community-relations strategies?

As one of the few Black women producing large scale events, it is critical that I make sure that our stories are told in an authentic way. I try to insert as much diversity into my projects [as possible] in order to give an opportunity and platform for others to have a seat at the table.

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