How to Collaborate with Black Creators for Better Audio Ads

From jazz, to R&B, to hip hop, to country, there isn’t a music genre that Black artists haven't touched. We can’t escape the significant impact Black culture has on the sounds that make us move and groove. This year alone, we saw Kendrick Lamar dominate the Big Game halftime show and sweep the Grammys. Meanwhile, Beyoncé and her Cowboy Carter tour broke a record for the highest-grossing, single-venue engagement by a woman in Boxscore history. This Black Music Month, we’re celebrating the voices, rhythms, and passions that have taken over the charts and broken records. 

For advertisers looking to get in on the action, it's crucial to understand that developing audio advertising that resonates isn’t just about tapping into a market. It's about building authentic connections through representation. And that means understanding and collaborating with people in the community.

Let’s look at how advertisers can collaborate with Black creators to connect with diverse audiences.

The Power of Partnering With Black Creators

Collaborating with Black creators is much more than a strategy and shouldn’t be treated as checking a box. It’s a commitment to authenticity, inclusivity, and storytelling. These talented individuals bring unique perspectives and creativity that can significantly enrich your brand's messages. Partnering with artists who can authentically connect with Black audiences can result in more meaningful and effective campaigns. 

Understand the Importance of Identity

You can’t understand Black listeners without understanding their culture. For Black Americans, race, culture, audio, and identity are deeply intertwined. Over eight in 10 Black listeners say, "I closely identify with my culture."  And the majority of diverse listeners say music connects them to their culture, with Black audiences spending +15% more time with audio than average.  

Embrace Cultural Authenticity

Making space for representation in marketing is no longer a nice-to-have but a must-have. After all, 71% of Black listeners want brands to make an honest effort to represent the full spectrum of diverse communities in their ads. One of the most compelling reasons to collaborate with Black creators is the lived experiences they bring to the table. 

Amplify Black Voices

Amplifying authentic voices not only makes campaigns relatable (just like embracing cultural authenticity does), but it also gives a platform to voices and perspectives that listeners can identify with. Doing this work sets brands apart from those that don't.

Build Credibility and Trust

Genuine representation is key to building trust. When audiences hear from voices they know and love, they're more likely to engage with your brand. Collaborating with Black creators can bridge the gap between your brand and Black audiences.

How to Find and Collaborate With Black Creators

Black artists are setting culture's tempo on platforms like Pandora, SoundCloud, and Audiomack—and audiences are in tune with every note. Knowing where and when your brand can plug into sound takes input from the Black community, research, and the right partner (we’re right here).

Identify the Right Creators

To create effective audio advertising, it's crucial to partner with creators who have a genuine connection with their audience. Look for Black artists who align with your brand's values and have a strong, engaged following within the community. And when looking to Black artists, think beyond solely hip hop and R&B genres. Black music is vast and diverse and can include country, rock, house, and alternative. 

Get Social

Follow relevant hashtags, join industry groups, and actively engage with content to identify creators who align with your brand values and goals. Research their content, engagement rates, and audience demographics to ensure a good fit.

Build Genuine Relationships

Collaboration should go beyond mere transactions. Take the time to understand the artists’ goals, respect their creative processes, and value their input. Think long-term, too, as your relationship with creators doesn't have to end once a campaign is finished. 

Engage With the Content

Show genuine interest in their work by engaging with their content. Like, comment, and share their posts to build a relationship before reaching out.

Respect Creative Freedom

It’s the unique perspective that Black creators bring that will make the collaboration impactful. Engage with artists authentically, listen to their ideas, and provide them with the creative freedom to express themselves.

How to Collaborate With Black Creators

Harness the power of audio storytelling. Create authentic, culturally resonant narratives that speak directly to the experiences and values of Black communities. This approach not only amplifies diverse voices but also forges a deeper emotional connection, making the audience feel seen and heard. 

Co-Create Content With Black Artists

This process can involve brainstorming sessions where creators contribute ideas and concepts that align with your brand message. Consider leveraging co-created content, which ensures authenticity and allows creators to inject their unique voice and style into the campaign.

Sponsor Content That’s Popular Among Black Audiences

Sponsor content and stations featuring Black artists, with fan favorites on Pandora being 90s R&B, Gospel, Smooth Jazz, and more. These sponsorships allow for a natural, non-intrusive way to promote your brand and can even reward listeners for their time and attention. Streaming audio can deliver major results, as 79% of Black listeners ages 13-34 took an action after listening to an ad on the medium.  

Kick Off Community-Focused Campaigns

Black creators often have a deep connection with their communities. Collaborate on campaigns that focus on community issues, events, or initiatives to your brand’s commitment. 

Highlight Black History and Culture

While we encourage a year-round multicultural marketing strategy, brands can pitch up conversations around Black History Month and Black Music Month. But remember, preparation should come months in advance—not when February and June have already arrived. Whether it's highlighting Black achievements, celebrating cultural events, or showcasing Black-owned businesses, these campaigns can foster a deeper connection with Black audiences year-round and during tentpole moments.

Produce User-Generated Content

Encourage artists to engage their audience in user-generated content campaigns. This could involve challenges, contests, or calls to action where the audience creates content related to your brand. User-generated content not only increases engagement but also amplifies authentic voices from the community.

Leverage Social Media Platforms

Collaborate with artists on social media campaigns that include audio elements, such as Instagram Stories, Reels, or TikTok videos. These platforms offer a dynamic way to reach and engage with a younger, tech-savvy audience. 

Sponsor Live or Virtual Events 

Bring the digital connection to physical spaces by sponsoring events hosted or promoted by Black artists. Black communities are passionate about live events, with them being +26% more likely to be avid live music fans than the total population, and 48% saying in-person, live events provide long-lasting memories. Whether your choice is HBCU Homecoming, a community meet-up, or a virtual event, sponsoring these events increases your brand's visibility and demonstrates your support for Black creators and their communities. 

Connect With Black Listeners This Month and Beyond

Incorporating Black creators into your advertising strategy with digital audio is not only a means to create genuine and impactful campaigns, but it’s also a step toward fostering inclusivity and representation in media. All you need is the right partner by your side. With our title of being #1 in ad-addressable reach among Black audiences, and an unduplicated Black audience you won’t find on other platforms, who better than us? Our large community of ad-receptive listeners is waiting to hear your message, and we can help you tell it in a way that resonates and inspires. Let's talk.

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