The Black Voices Fund
A creative campaign that supports Black artists globally through a grant program. It offers seed funding for Black music creators to develop their work and has helped 21 artists from countries like the United States, Kenya, Brazil, Australia, South Africa, and Nigeria. Grantees receive funding, artist development, early access to features, feedback, and potential collaboration with Google.
To address the challenges of the COVID-19 pandemic, we created a unique approach that didn't use live-action video or photography. We guided artists to respond to prompts, and their responses became the core of our video script. This was paired with existing music videos and photos from the artist teams, creating a visual story that reflected their essence.
The success and efficiencies of this system have lead to its repurposing for the ongoing Black Voices Fund program and other YouTube campaigns. The campaign has been promoted through films, on-platform pre-roll, social media content, and digital billboard placements in prominent locations such as New York, Los Angeles, and London.
The YouTube Black Voices Fund is more than just a grant program; it is a celebration of Black artistry and a commitment to nurturing diverse voices on a global scale.
Black Voices Fund Renewal
The Black Voices Fund continued to expand in its second year, supporting 31 Black artists globally across the US, Brazil, Kenya, Australia, Nigeria, South Africa, as well as including Black Canadian and UK artists. The fund also introduced 23 songwriter and producer grants, providing new opportunities for Black music creators.
To amplify its impact, we created two promo films for each class of artists and expanded its digital billboard placements to cities like NY, LA, Atlanta, Nashville, and Miami. These efforts aimed to increase visibility for Black artists and their work, promoting diversity and representation in the music industry.
The Black Voices Fund has continued to be a driving force in empowering Black artists and music creators worldwide, supporting their creative endeavors and expanding its reach to new regions. Through its continued efforts, the fund is making a significant impact in promoting Black voices in the music industry and fostering a more inclusive and diverse landscape for Black artists and music creators.
YouTube Creative Studio
Lead Creative Direction: Nyree Emory
Editorial + Animation: The Many
Additional Editorial: Rob Long
Finishing: Roger
Press: Ebony, The Verge
