LIFEWTR is making a statement on behalf of the Black Lives Matter movement in a move that merges Black art and technology together.
PepsiCo brand LIFEWTR — a premium water brand with a history of amplifying social progress through art — recently announced the launch of Black Art Rising, an infinite digital gallery that documents the diverse responses to the Black Lives Matter movement in 2020.
In an effort to further amplify the Black Lives Matter movement, the brand has turned its channels over to eight purpose-driven artists to preserve this moment in time and immortalize our progress as a people through a historical exhibition, a press release reports.
“People get easily distracted. It’s necessary we keep the conversations going and people focused on what really matters. Art is influence. Why wouldn’t we use our platform,” burgeoning hip hop artist, Tobe Nwigwe, said in a statement.
The Black Art Rising exhibition features protest art from these creators who have positioned themselves at the forefront of racial justice. The purpose behind LIFEWTR’s initiative is to call on everyday creators to progress the movement by sharing original artwork for the chance to be integrated into the Black Art Rising infinite digital gallery.
“When we elevate creators equally, allowing them to inspire the world and be inspired by others, creativity can flow freely,” said Michael Smith — Sr. Director, Marketing, PepsiCo, Water+ Portfolio — in a statement. “Unfortunately, it hasn’t been that way and Black creatives have long been underrepresented in the arts. It will take continued dedication by all, and at LIFEWTR, we are committed to using our platform to spotlight the amazing talents of Black creatives, who now more than ever are inspiring others to use their voices with purpose and push others to address systemic racism head on.”
According to ESSENCE, the brand’s committed efforts don’t just stop at its digital art gallery. It has also pledged $50,000 through its Black Art Rising Fund to further uplift the numerous diverse voices speaking their truth through art.
A press release reports that creators who share their creations using the #BlackArtRisingContest hashtag and tag @LIFEWTR could be handpicked by LIFEWTR — and special guest judges — to receive a $500 stipend from the Black Art Rising Fund to finance art supplies for their next great piece of art. They will also have a chance to be recognized on TheBlackArtRising.com website.
Creators have until Oct. 27 to be considered in the contest.
For more information about LIFEWTR’s Black Art Rising initiative, click here.