In 2020, in partnership with the U.S. Black Chambers, Inc., Google launched Black-owned Friday—reframing the busiest shopping day of the year as a moment to support Black-owned businesses. Last year, we wanted to maintain the momentum, cement it into culture and directly impact even more businesses

We tapped Grammy-Award winning artist and small business owner T-Pain to write and produce a song that encourages consumers to support Black-owned businesses—no matter what they’re shopping for. The song calls out a wide variety of products from t-shirts and candles to furniture and dog collars. We brought it to life with an interactive video that let people directly shop 100+ products from 55 Black-owned businesses (??78% women-owned). The film prominently displayed Google's Black-owned business badge, and called out specific references of how to use Google to search for Black-owned shops.

THE SONG

T-Pain’s song samples Harold Melvin & The Blue Notes’ iconic “Wake Up Everybody ft. Teddy Pendergrass,” a 70s anthem that brought attention to rampant inequality. The custom Black-owned Friday track acknowledges Black-owned businesses being overlooked, discusses the breadth of Black-owned brands, and encourages shoppers to “wake up” and consider Black businesses for their shopping needs.

THE VIDEO

The song became the soundtrack for an interactive video that featured 100+ shoppable products from 55 Black-owned businesses.

Nine of the business owners whose products were shown in the video were featured alongside our celebrity talent, which included T-Pain, multi-platinum certified artist Normani, comedian Desi Banks, and singer/actress Tanerélle. The film prominently displayed the Black-owned business badge, which can be found in Google Search and Maps, and showed how to use Google to search for Black-owned shops near you.

Launched just ahead of Black Friday and brought to life by Nigerian-born director and music video visionary Daps, the film allowed us to tap Black creators to share a story about the importance of Black-owned businesses for all consumers.

THE SITE

The interactive web experience allowed users to shop the products in the film, but also included features to help users shop Black-owned businesses in their own communities. The embedded “Black-owned shops near me” button drove users to Google Maps where they could see Black-owned businesses near them. And for business owners, the site shared resources like adding the Black-owned business badge and the U.S. Black Chambers, Inc’s ByBlack directory.

SUPPORTING MEDIA

The campaign was supported by social teasers, OOH featuring T-Pain and Normani, and was a part of a National Basketball Players Association’s Think450 activation to show the NBA’s support for the initiative. T-Pain even did a 6-hour livestream breaking down how he made the track for his fans on Twitch.