How Advertisers Can Honor Black Pride Through Black Music

June is more than just the start of summer. For the Black community, it’s a time to celebrate Black Music Month—a period dedicated to recognizing the impact of Black artists across music. 

When you think of today’s top Black artists, they’re dominating (and redefining) a diverse range of genres, signifying that their impact knows no limits. Just think of country’s Shaboozey, rap’s Doechii, and Afrobeats’ Tyla. 

Over five in 10 Black listeners 18+ plan to celebrate or acknowledge Black Music Month. And among adults who celebrate the holiday, 78% listen to any culturally relevant audio, including music and podcasts, making this time of year a valuable opportunity to reach them.  

With music being such a vital expression of Black identity and culture, brands have a unique opportunity to connect meaningfully with Black audiences. To do this successfully, brands need to add a large dose of authenticity and cultural understanding. 

Why Music Matters to Black Audiences

Music is more than just entertainment. It plays a crucial role in keeping Black pride alive. Over seven in 10 Black listeners say the music they listen to helps them express their cultural pride and identity. From jazz and blues to hip-hop and R&B, music is the heartbeat of daily life in the Black community.

Black Music Keeps the Pride Alive

Black pride is not simply an abstract concept but a lived experience. It's deeply woven into every aspect of culture and daily interactions within the Black community. A staggering 91% of Black listeners say they are proud of their culture, racial roots, and ancestry, and 71% say the elements of music, from rhythm to beats, connect them to their culture.

Music offers a medium for the Black community to express itself through the joys, pains, and resilience of lived experience.

Honoring the Past and Embracing the Future

The Black community celebrates its musical legacy, from the soulful sounds of legends like Aretha Franklin and Prince to the innovative beats of contemporary artists like Kendrick Lamar and SZA. This dynamic blend of reverence and innovation makes Black music a powerful cultural phenomenon. 

What Black Audiences Want from Brands

Black audiences are keen observers of how brands engage with their culture and can easily tell when a brand is being performative or acting authentically. They look for brands that genuinely celebrate the culture's special moments year-round. 

Show Up Consistently

Don't limit diverse acknowledgments and representation to Black History Month. Consistent celebration fosters genuine connections with the community. Whether it's through campaigns, social media posts, or collaborations with Black artists, showing ongoing support is key to building trust and loyalty.

Support Emerging Artists

Brands that champion diverse emerging artists and genres earn attention and respect. By supporting up-and-coming Black musicians, brands can demonstrate their commitment to fostering talent and investment in the community’s growth. If your platform of choice is streaming audio, spotlight emerging artists on SoundCloud through Promoted Tracks. If you opt for live events, sponsor concerts, festivals, or community events featuring emerging Black artists. 

Dig Into the Music

Understanding and appreciating the music that resonates with Black audiences is key. Brands should take the time to explore the various genres and artists that are significant to the community. This genuine interest will shine through and resonate with Black listeners.

Leveraging Music for Social Impact

Black music has a long history of addressing social issues and advocating for change. From civil rights anthems to modern-day protest songs, music has been a powerful tool for social impact. Brands can leverage this by aligning themselves with causes that matter most to the Black community.

Over six in 10 of Black listeners believe that brands have a responsibility to actively support social issues and movements that benefit diverse communities. Supporting initiatives that promote social justice, equality, and empowerment can strengthen your brand’s relationship with Black audiences. 

How to Connect With Black Audiences Through Music

Black Music Month is a unique opportunity for brands to connect with Black audiences by celebrating the profound influence of Black music, but connecting with Black audiences requires more than just token gestures tied to celebration months. It involves a deep understanding and appreciation of their cultural expressions. Now, here are some actionable steps your brand can take during Black Music Month and beyond.

Create Authentic Campaigns

Over six in 10 Black Americans feel misrepresented in media, while 71% are more likely to pay attention to ads when they reflect Black culture. Despite the consumer demand for better and accurate representation, brands are still falling short. Show up for diverse consumers by developing marketing campaigns that authentically celebrate Black music and its cultural impact. 

Use Black Music in Your Advertising

Music has the power to evoke feelings and enhance emotional connections, making your ads more memorable and impactful. Choose music that aligns with your brand message and resonates with your target audience. Looking for ideas? 

During last year’s Black Music Month, trending stations on Pandora compared to the previous month included:  

• PLATINUM: R&B Hits: +131% in listeners

• Soul & Ginger: +90% in listeners

• Black Music Forever: 58+% in listeners 

Partner With Black Artists

Seven in 10 Black listeners believe brands should feature artists from various cultural backgrounds and incorporate diverse music genres. Collaborate with or highlight Black creators and musicians for your brand's events, advertisements, and social media content. This not only amplifies their voices but also shows your brand's commitment to diversity and inclusion.

Luckily, we have the insights on the artists Black consumers are listening to most. During last year’s Black Music Month, top artists on the trending station PLATINUM: R&B Hits included:  

• SZA

• Tems

• Victoria Monét

• Coco Jones

Support Music Education Programs

Advertisers’ investment in the community shouldn’t be limited to campaigns, world-renowned artists, or glitzy events alone. Brands can adopt local strategies by investing in music education programs within the Black community. Consider sponsoring scholarships, providing instruments, or funding music workshops to make a significant difference and demonstrate your brand's dedication to nurturing future talent.

Engage on Social Media

Use your social media platforms to share content that highlights Black music and culture. Encourage your audience to participate in conversations, share their favorite songs, and celebrate Black music and culture together.

Create Exclusive Content

Repurposing last year’s Black Music or Black History Month’s message just doesn’t cut it. With each new year, offer exclusive content that resonates with Black listeners. This could include curated playlists, behind-the-scenes interviews with Black artists, or virtual events celebrating Black music.

Measure and Adapt—Then Adapt Again 

Once your campaign is done, give yourself a pat on the back and relax…oh wait. Creating diverse ads and campaigns is a long-term process that needs continuous measuring, monitoring, and adapting. Did your ad miss the mark the first time? Listen to feedback from the Black community and make necessary adjustments to ensure your initiatives remain relevant and impactful.

Get into the Spirit of Black Pride

Ready to harness the spirit of Black pride and make meaningful connections with diverse consumers? Start by partnering with us; we’re proud to say that we’re #1 in ad addressable reach among Black audiences. Let’s talk.

Learn More Ways to Reach Black Audiences