By Karu F. Daniels, AOL Black Voices

Today, The 13th Annual Essence Music Festival -- also known as "the party with a purpose" -- officially kicked off in New Orleans.

During a morning press conference, where major blue chip sponsors such as McDonald's, Chevy, Coca Cola, Sony and Wal-mart publicly presented 'Essence' magazine's top-tier staffers with lavish gifts, New Orleans chief Mayor Ray Nagin, who gave the black media giant the key to the city and a special proclamation, imparted a message of hope for the future of his city -- which was ravaged by Hurricane Katrina in 2005.

"This party with a purpose this year is extra, extra special," he said. "I want to publicly thank 'Essence' and all of the leadership that has been working hard to fashion a partnership, an economic partnership and a spiritual partnership that is for the betterment for our entire country."

Nagin added, "When people see all of us come together this weekend, they are going to see a city on a rebound, they are going to see a community, a family across the nation saying to the world that New Orleans is special and it deserves more support as it continues to struggle and rebound from the greatest devastation that any city has gone through."

He also revealed details of a meeting that he and 'Essence' Editorial Director Susan L. Taylor attended yesterday along with political leaders from across the nation. Plans for a national day of solidarity on Aug. 29 were hatched, because "we matter in New Orleans and we matter all across the country and more importantly, we care."

Shortly after the lengthy, bullet-point heavy press conference, McDonald's kicked off their own celebration of the EssenceFest's return to the Crescent City with a spirited Mardi Gras-themed event, including a brass band, second line steppers, feathered Indians, tarot card readers, psychics and artists. The reception's theme, with a backdrop of New Orleans landmark Café DuMonde brought in a makeshift essence of true life fun in The Big Easy.

See live clip below ...

Continuing their commitment to celebrating African American culture all year around via their momentous 365 Black campaign -- and not in certain spurts, as others tend to do -- McDonald's also celebrated the accomplishments of four outstanding business and community leaders during their 365 Black Awards, which took place this afternoon at the Convention Center.

Children's Defense Fund founder and president Marian Wright Edeleman, global charity leader Linda Dunham, community supporter Roy Griggs and Essence Communications President Michelle Ebanks were this year's honorees at the event hosted by former CBS News anchor Rene Syler.

Grammy Award winning gospel music sensation Smokie Norful offered a heart-felt blessing and local act Rebirth Brass Band provided the entertainment.

"[We] recognize pioneering individuals who make significant contributions in the areas of children's well-being, education and outreach to the African American community every single day of the year," said McDonald's USA President Don Thompson -- who ,surprisingly, is black!!!

No wonder all of the new Micky Dees campaigns have so much flavor ... I'm lovin' that!!!

"The lives and life work of each of our honorees truly demonstrate what it means to be deeply rooted in the community," he added.

Ebanks, who is recognized as being "at the helm of a magazine that is 'home' to an audience who represents a gateway to $761 billion in African-American purchasing power, is a native of Dayton, Ohio and is a married mother of two who holds a bachelor's degree in business administration from the University of Florida.

"I am honored and I can't believe I am here and sharing the same stage with the fellow honorees. Thank you very much," Ebanks said as she accepted the award. "For leaders much is given and much is expected, and you demonstrate corporate citizenship every single day and from where I sit at 'Essence' magazine and Essence Communications, your commitment to the African American community is greatly acknowledged and greatly appreciated," she added.

Ebanks also acknowledged former Essence Communications CEO Edward Lewis who mentored her and coached her in her professional career.

Past honorees of the 365 Black Awards include civil rights leader Rev. Jesse Jackson, Sr., advertising maverick Thomas J. Burrell, Congresswoman Maxine Waters and radio personality Tom Joyner.

Later in the afternoon, the party with a purpose continued when new-school R&B crooner Bobby Valentino turned out the lower level of the Convention Center with a mini concert at the McDonald's soundstage.

See live clip below...