Rhythm, Melody & Meaning – Black Music Month

It’s hard to imagine American music without the influence of African-Americans, from Marvin Gaye to Stevie Wonder, Billie Holiday to Erykah Badu, Miles Davis, Dizzy Gillespie, Louis Armstrong, Aretha Franklin, Duke Ellington, John Coltrane, Ella Fitzgerald, Tina Turner, James Brown, Bo Diddly. . . . the list and the legacy goes on and on. The African-American community is intrinsically involved in every style of music, and the music itself has often been born from tremendous suffering and pain along with strong faith and hope. It has shaped our national character, and enriched and inspired everyone who listens.

Since 1979, when President Jimmy Carter first designated June as Black Music Month, it has provided an opportunity to recognize the indelible contributions African-American singers, musicians, composers and producers have made to our nation’s music across all genres. Black music, from gospel & soul, to jazz & blues to rap & hip-hop, is highlighted all month long with events and concerts taking place across the country.

Companies host events, concerts, programming and promotions nationwide to celebrate Black Music Month. This year, for example, Apple Stores offered free live music from prominent African-American artists like Wyclef Jean, MC Lyte and Michelle Williams at their retail stores located in cities across the country.

Coca-Cola is a leader in recognizing the importance of events such as The Essence Music Festival, which attracts over 200,000 people – celebrating Black Music Month. “The 2008 Essence Music Festival Presented by Coca-Cola continues to be the summer’s premiere music event,” said Ingrid Saunders Jones, senior vice president, Global Community Connections, The Coca-Cola Company and chair of The Coca-Cola Foundation. “We are proud of the special partnership we share with Essence Communications and are pleased to once again help bring this three-day cultural celebration of empowerment, personal enrichment and entertainment to the community.” The festival kicks off July 4th in New Orleans and is the nation's largest annual gathering of African-American musical talent, with three days of cultural celebrations and empowerment seminars, and three nights of performances by some of the greatest African-American artists like Rihanna, Kanye West, Chris Rock, Chris Brown, Mary J. Blige, Jill Scott, Keyshia Cole, LL Cool J, Algebra Blesset, and Dwele Anthony David.

VH1 and BET.com are celebrating Black Music Month with special programming all month long, and the popular urban station Hot 97 kicked it off June 1st with its popular Hot 97 Summer Jam at Giants Stadium featuring Kanye West, Alicia Keyes, Ray J & Yung Berg, The Dream and many more. There are so many musical events and so many musical styles. These events bring African-Americans together in a communal, celebratory atmosphere with the music connecting people together in one place, at one time. In a recent article, “Black Music Month: Where Does Hip-Hop Fit?” cultural and political journalist Marcus Reeves, author of the new book Somebody Scream: Rap Music's Rise to Prominence in the Aftershock of Black Power (Faber & Faber, March 2008), talks about rap and hip-hop’s role in the African-American community and mainstream USA. “It’s important because it's a spoken-word music that speaks and reflects the story of Black America and America, in general, over the past 30 years… it still is the most potent platform youth of color have to speak their joys and concerns to a large audience. And, that democratization of youthful expression has connected young people around the world under hip hop's banner of style, uber-confidence, do-for-self, and honesty. It succeeded at providing a creative outlet, a voice, and an identity for a post-black power generation. As it grew hip hop music and culture succeeded at mainstreaming (even globalizing) urban black culture. It even normalized it for a new generation of American white youth.”

This year’s White House Concert, commemorating Black Music Month, focused on gospel music, and in his introduction President Bush said, “Today, gospel is more than an anchor for black culture and history -- it's a source of inspiration for the whole nation. . . . and continues to provide strength for our communities.”

Next year will mark the 30th anniversary of Black Music Month, and opportunities to connect with the community abound. Be part of the celebration next June, whether it’s sponsoring a concert, hosting a festival or just spreading the word about the rich musical heritage that has sprung from the African-American community throughout our history. For a comprehensive listing of events going on to celebrate Black Music Month throughout June, as well as the numerous musical concerts and events going on all across the country throughout Summer 2008, go to www.ethnicevents.com.

Coca-Cola’s Director, Community & Multicultural Communications Lori George Billingsley shared some insights with Global’s head of Communications Monique Tapie on their diversity and events outreach efforts – that as marketers we can all learn from. Please see our Q&A below.

MNT - For a long time Coke has been a leader in reaching the African American community and has been so active why get involved in yet one more event and why Essence?

LGB - We have been a sponsor of the event since its inception; and have been the presenting sponsor for over a decade.

MNT - How do you evaluate the many opportunities to sponsor ethnic events? How do you evaluate results once you do commit?

LGB - In 2007, we realigned our community investment priorities to reflect the global nature of our business. We principally support four strategic pillars: water stewardship, fitness and active lifestyles, education and recycling, so our decisions around event sponsorships are guided with these areas in mind. Additionally, we have a strong commitment of supporting diverse communities, so we pay attention to the activities and events they have that support our priorities.

MNT - What are the 3 or 4 things an event organizer can do in order to get into Coke's consideration set and what are your lead times needed?

LGB - We have an in-house strategic events department, which handles our event management. They do work with outside contractors and vendors to execute our events. For minority- and women-owned companies, we have established a standardized process and a single supplier directory for The Coca-Cola Company, Coca-Cola Enterprises Inc. and other Coca-Cola Bottlers. More information on how to register with the company as a potential minority- or women-owned supplier is available at: www.coke.net/supplierdiversity.

MNT - What are the other ethnic markets Coke reaches out to?

LGB - Since The Coca-Cola Company operates in over 200 countries around the world, we touch all ethnic markets. Additionally, in the United States, we have both a dedicated Hispanic American and African American Marketing Group with responsibility for marketing strategy and program execution for these two markets.  For more information about our Company, please visit our website at www.thecoca-colacompany.com