Celebrate the Gift
Role: Brand Strategy/Copywriter
In honor of Black Music Month Pandora partnered with the accomplished poet and activist Shanelle Gabriel to create moving dedication to celebrate the gift that is black music.
THE BRIEF: To celebrate Black Music Month Pandora marketing came to the creative team to develop a unifying theme to champion the legacy of African American music and all of its cultural contributions under, as well as amplify its musical content with African American roots, and lift brand affinity amongst its audiences.
THE PROBLEM: Since its inception the meaning and purpose of Black Music Month had become convoluted and a crowded space with all sorts of brands vying for attention using the cultural moment as a placeholder to celebrate diversity. In the process the original intent and message of the annual month long message was becoming lost by those interested in capitalizing on the Federally established commemoration.
THE INSIGHT: First recognized in 1979 under the Jimmy Carter administration, Black Music Month was the brainchild of Kenny Gamble, Dyana Williams, and Ed Wright. Their goal was to create a nationally recognized holiday that not only celebrated the artists that who created the music we hold dear to our hearts, but the entire support system that brought them to fruition. From the record label executives, to the radio promoters and the musical educators, this was a moment to celebrate the entire ecosystem of black music.
THE WORK: Celebrate the Gift was the 2021 multichannel Pandora brand campaign to amplify Black Music Month in 2021 by encouraging music lovers from all backgrounds who at any point in their lives were touched by the legacy of black music to acknowledge its importance. From R&B, to Hip Hop, to Gospel—just to name a few—these genres and Black musicians have influenced and inspired countless artists from all cultures. It’s enriched our lives and each instance is a unique experience to ourselves. This Black Music Month, Pandora encourages us to collectively celebrate the positive personal moments, and individual gifts Black music has given to us.
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