Grammy Award-winning artists Maxwell, Estelle, Trey Songz and Hezekiah Walker are headlining 'The Road to Essence Festival' concert organized by Walmart.
"We wanted to bring a little of what we do with Essence in New Orleans right here to Bentonville," said Sharonda L. Britton, Walmart's director of multicultural marketing.
Britton says the crowd at the event has already exceeded their expectations.
The free concert lasts until 10 p.m.
The event was part of Walmart’s efforts to promote racial and cultural diversity in the area, as well as provide local families with entertainment options without having to travel to other cities.
The Road to Essence series is intended to build excitement in the weeks leading up to the annual Essence Music Festival event from July 4-7 in New Orleans.