A mix of celebrities, entertainment, music, spoken word, Essence Magazine and HBO in over 20 markets creates a blazin' summer for people all across the country. Beginning Memorial Day Weekend, HBO and UMCA executed a national marketing campaign entitled 'Rhyme and Reason - This Summer Season'. The promotion included an intense radio and promotion schedule to highlight the second season of 'Def Poetry' and HBO's new original series 'The Wire'. UMCA assisted HBO tap into over 30 events across the country to provide a platform to highlight Def Poetry artist at comedy showcases, fashion shows, concerts and cultural activities. May and July marked the culmination of two UMCA blockbuster event marketing programs - The Essence Awards and Music Festival. UMCA was charged with developing and executing a grassroots marketing plan designed to create awareness, familiarity and drive ticket sales for each event. In Los Angeles, the Essence Awards show returned after a 15 year hiatus. UMCA worked with Essence Entertainment, local churches, businesses and organizations to promote the star studded event. In July, the Essence Music Festival enjoyed its 9th year of success in 'The Big Easy'. UMCA managed a 20+ market promotion campaign and assisted in the advertising of the EMF ancillary events and compact disc.