Case Study

Welcome America! Festival


Mayor Michael A. Nutter’s administration engaged ESM Productions to develop and execute a master plan to elevate the profile of the City of Philadelphia and its July 4th celebration.


Our team created the Philly 4th of July Jam, America’s largest free concert, by redesigning the event footprint on the Ben Franklin Parkway and appointing Questlove as the Music Director. ESM Productions also led the team that redesigned all of Welcome America’s activities in the historic district. For example, relocating the 4th of July Parade to the Historic District and having the Grand Marshall review in front of Independence Hall.


ESM Productions successfully produced the Philly Fourth of July Jam that welcomed over 600,000 people to the Ben Franklin Parkway. The live show aired on Prime Time on VH1, MTV and BET nationally, reaching around 30 million households. ESM Productions executive producer Scott Mirkin and the team were instrumental in the cultivation and ultimate partnership with Wawa that still exists today.

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