 This isn't a very good idea. Let's live to see tomorrow. Let's keep all our digits. It's a big tourism weekend for New Orleans as Essence Festival gets underway. The annual music festival started in 1995 in New Orleans to celebrate the 25th anniversary of Essence Magazine. New Orleans & Company spokesperson Kelly Schull says now Essence Fest is celebrating its 30th anniversary. Schull says the July-August issue of Essence Magazine is a love letter to New Orleans.