Brands including Spotify, Depop and Globe (Universal Music) have signed up to the new #BrandShareTheMic initiative, showcasing the spectrum of standout Black talent by magnifying their voices on brand’s Instagram accounts.
Inspired by Luvvie Ajayi Jones’s #ShareTheMicNow initiative in the US and started by agency Livity, the idea is will see young Black creatives and activists take over brands’ Instagram and programming content for the day on Friday, 3rd July.
Bloom & Wild, CoppaFeel!, Depop, Living Proof hair care, Murad skincare, REN Clean Skincare, Spotify, TALA, Universal Music UK I Globe and Vita Coco, as well as, Rankin, Kate Morross and Freeda Media have already signed up and will be handing over their instagram accounts next Friday.
The campaign is also being supported via the voices of multi award-winning co-author of ‘Slay in Your Lane’ and cultural brand strategist, Elizabeth Uviebinené, and founder of World of Self-Care and co-founder of Critics of Colour Collective, Georgia Dodsworth (aka @SelfCareQueen), amongst others.
Brands have posted messages of solidarity with black people, but that’s not enough. Their platforms, with the ability to command attention and drive real change, hold power.
Rani Patel Williams, Business Partner, Livity, commented: “We’re not the only ones to watch in awe as the globe came together in support of the #BlackLivesMatter campaign. The conversations across our industry have been encouraging but so far that’s all they are, conversations. At Livity, we are determined to help make sure that momentum continues with visible action. That’s why we want to continue Luuvie’s call to action with our #BrandShareTheMic initiative.
“Brands have posted messages of solidarity with black people, but that’s not enough. Their platforms, with the ability to command attention and drive real change, hold power. Taking action is a necessary thing for a brand to do right now. #BrandShareTheMic provides them with the opportunity to really stand up and facilitate change. Pledging their support is a simple, powerful statement that they truly believe that #BlackLivesMatter. And the 3rd July is only the beginning. It’s one day, but it's the first day of doing better to drive change”
Peter Semple, CMO at Depop, said: “Depop is a fashion marketplace for the next generation – the people who are reshaping fashion to fit their needs. It’s a space where diversity thrives naturally but we know we have to do more to fully represent Black creatives, Black voices and the Black community’s role in the transformation of fashion and culture. Brands can be hugely influential in using their platforms to drive and inspire positive change if they do so explicitly and continuously. We love this #BrandShareThe Mic initiative, not least because it originated in youth culture but also because it gives young creatives a stage to express themselves, which is a core part of the Depop brand.”
Joanna Lyall, Country Manager, Freeda UK, commented: “As a media brand we want to put emotion into action and to live our mission fully by spreading stories that inspire positive change. It is not just the short term moves to show solidarity and to make space that matter but also the long term moves as this is where we will drive real change. From day one Freeda has been built on inclusivity, openness and a desire to make a positive impact. We are proud to create even more space for Black creativity in this industry with #BrandShareTheMic”
Rankin explained: “Over the last few weeks I’ve realised that it is time to give my unconscious bias a conscience. That’s why I’m supporting #BrandShareTheMic and handing my platforms over to young black creatives on the 3rd July. It’s time to consciously start listening to their voices.”
REN Clean Skincare CEO, Arnaud Meysselle added: “REN Clean Skincare was founded 20 years ago on the principle of giving skin a voice, but we have not done enough as a brand or industry to give the black community a voice. This action is a step towards changing that. That’s why on 3 July we are handing over the mic to the voices we need to hear from.”
Being an active part of the #BrandShareTheMic initiative could not be any easier for brands and their agencies. Simply email Livity at firstname.lastname@example.org. The Livity team will answer any immediate questions they have and get them signed up for one of their practical webinars explaining how #BrandShareTheMic will work; ways of identifying and selecting voices for the day; and more.
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Further information can be found in the press release below; the full report can be found here.