Ludacris Spins a Fresh Track for Google's Black-Owned Friday

Flo Milli and PJ support annual campaign

Hip-hop icon Ludacris leaves no room for doubt about his purchase plans this holiday season.

"I'ma buy all Black! I'ma buy all Black!" he raps in a fresh track recorded with Flo Milli and PJ to support Black-Owned Friday—the initiative from Google and the U.S. Black Chambers that plays off the traditional post-Thanksgiving Black Friday phenomenon to boost African American businesses nationwide.

Wyclef Jean fronted the campaign's first iteration in 2020, while T-Pain and Normani teamed up for last year's Clio-winning effort. All three efforts were made in collaboration with the agency BBH.

Now, Luda and Flo headline a zippy clip that cranks up the beats to hype 100+ products from 70 Black-owned establishments:

Buying All Black - Ludacris feat. Flo Milli

The shoppable version of "Buying All Black" lives here.

"Throughout my career, I've been able to pursue many of my passions, but some of the work I'm most proud of are my business ventures," Ludacris says in a blog post. "I've always understood the importance of Black-owned businesses and the impact they make on their communities, and I'm proud to support them."

He continues: "Every day when you're searching, whether it's for a local business or if you're shopping online, you can choose to search and buy from Black-owned businesses. The number of Black owned businesses is around 30 percent above pre-pandemic levels, which allows for even more chances to find your new favorite restaurant, bookstore or jacket."

In fun yet pointed rhymes, Luda spells out the mission:

"OK, I'm buying all Black, dropping all stacks.
B-U-Y B-L-A-C-K in all caps...
Build a business, can I get a witness?
This here was built on our backs.
Put that work in, no more twerkin'
Til we bottle it and sell it,
Get that paper in the hood,
Redistribute it and scale it."

Righteous stuff from the rap-promo dynamo, who's created brand winners in recent years for Jif peanut butter and Harry's body wash.

All three "Black-Owned Friday" campaigns have been standouts, providing tuneful twists on a broader industry initiative to aid small businesses. Music often plays a role, as in Google's "Heroes of Small Business" animated films soundtracked by Tobe Nwigwe, and Meta's push for its personalized ads with a dance track from Peaches. Other notable examples, without a specific music tie-in, include work from AT&T, Square, MassMutual/New York Times and Mailchimp.

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