It seems that “whatever you need, you can get that Black” is the apparent mood for Google and its second annual #BlackOwnedFriday campaign, which features Grammy award-winning artist T-Pain and pop sensation Normani.
The shoppable film is giving 50 Black-owned brands their flowers and will highlight over 100 products from beauty to home goods and more. The musical project will allow users to shop and connect with businesses in one click. Essence reports, the partnership felt organic for T-Pain because he has always advocated for Black-owned businesses long before it became popular.
“I was thrilled when Google reached out about the second annual Black-owned Friday,” T-Pain said, according to Essence. “Last year, Google partnered with the U.S. Black Chambers, Inc. to reimagine Black Friday as ‘Black-owned Friday’ — a day to celebrate and support Black-owned businesses. This year, I’m proud to join Google and the U.S. Black Chambers, Inc. for another year of encouraging shoppers to support of Black-owned businesses. And I was especially excited to write a new track to celebrate Black-owned businesses. We brought the track to life with a film directed by Daps, featuring me, Normani, Desi Banks, Tanerélle and actual business owners.”
Normani also chimed in, revealing she believes Black-owned businesses need support now more than ever, especially in light of the upcoming holiday season.
And she’s right. According to The Federal Reserve Bank of New York, Black-owned small businesses saw a drop in ownership of 41 percent in 2020 due to the pandemic. Mckinsey reported over 50 percent of Black business owners who managed to stay afloat in May of 2020, were still concerned if their businesses would survive.
It is crucial to financially support Black-owned businesses this holiday season and beyond. Luckily, Google is giving you an early start.
To buy Black and support the Black-owned businesses featured in the short film, click here.