The film follows our hero character on a journey to discover Black-owned shops through six fantastical, visually distinct worlds. It’s set to an original song encouraging people to shop Black-owned across a wide range of retail categories—written and performed on-screen by Grammy-award winner T-Pain, with accompanying vocals by multi-platinum singer Normani.

We open on our main character heading out to go Black Friday shopping—before she discovers a magical elevator operated by T-Pain. The song kicks in, and she’s transported to her first stop via a "Black-owned shops near me" elevator button. We enter a colorful shopping center featuring real small business owners alongside their products. Next, a serene ocean with branded pool floaties supporting a singing Normani, a comedic break with Desi Banks and Normani on a 90s-esque home-shopping network set, and finally, a futuristic outer space warehouse with free-floating products and a holographic singing T-Pain head.

CULTURAL REFERENCE

Black Friday is the busiest shopping day of the year in the US, kicking off the holiday shopping season. During this time retailers go big on advertising, offering huge promotions and discounts.

THE AUDIENCES

Black-owned businesses were disproportionately affected by COVID, and were in need of support more than ever.

70% of US shoppers were looking to shop Black-owned—but identifying them can be a difficult and tedious process.

THE TALENT

T-Pain is an instantly recognizable artist in the US, an avid supporter of Black businesses, and a small business owner himself. Normani and Tanerélle are artists and style icons with huge Gen Z followings. Desi Banks is an Instagram-famous comedian, known for using humor to make complex topics easy to understand.

THE MEDIUM

Product placement in music videos is common, but smaller brands don’t have the luxury of big budgets, resources, and celebrities pushing their products.

T-Pain’s custom track samples Harold Melvin & The Blue Notes’ iconic “Wake Up Everybody ft. Teddy Pendergrass,” a 70s anthem that brought attention to rampant inequality.

The song delivers on two messages:

1- highlights inequality—spotlighting Black businesses being overlooked.

“I’m sick and tired of getting undercut undersold

Most things that you need is right under your nose.”

2- introduces breadth—many shoppers have a limited perception of the vastness of Black-owned brands they can support.

“The crib zenned out even the candles came from a Black man

Furniture handcrafted by Black hands…

I need a good collar for my dog I’ma hit up my dog

I need flowers for my mother I’ma hit up my brother…

Whatever you need you can get that Black

that’s facts you can wake up”

It becomes a rallying cry to shoppers everywhere that it’s time to wake up and support Black-owned businesses.