On this episode of Butternomics, our host, Brandon Butler, sits down with Michael Barclay II, Chief Events and Experience Officer at Sundial Media, to break down the massive machine behind Essence Fest, AfroPunk, and BeautyCon. Barclay shares how Essence Fest became more than concerts, growing into a conference, marketplace, and cultural touchstone driving over $350 million in economic impact for New Orleans. He also opens up about his journey from Def Jam college rep to leading some of the biggest cultural festivals in the world. Listeners will learn the truth about what it costs to stage massive events, how brands and partners really work behind the scenes, and why patience and community-building are non-negotiable for long-term success.