February 2, 2018
MUSIC ICON PRAS USES SUPER BOWL LII SPOT TO PUSH BLACK CULTURE FORWARD
Pras — rapper, Grammy winner, actor and filmmaker — is on a mission to give black culture something he believes is missing: a place to be heard, to be celebrated, to be empowered.
His first move? A Super Bowl spot.
He’s announcing the creation of Blacture, a platform for black culture in America. The platform will feature unique content from prominent artists and influencers, and will represent stories that are untold or underreported in mass media. Ultimately, Blacture will strive to be the epicenter of black culture, providing access to everything that is important to this community.
Pras is passionate about giving black culture a voice, and, given the controversy surrounding Black Lives Matter that unfolded throughout the NFL season and the conversations taking place in the American political arena, he believes that this is the time for a call to amplify the underserved voices in black culture.
The spot was created as a collaboration between Pras, Director Antoine Fuqua (“Training Day,” “Southpaw”), ad agency McKinney and purpose-driven shop Leijas. It is slated to run during the third quarter of the big game, and it is just the first step in preparing for a broader launch of Blacture in March of this year.
With Blacture, Pras aims to promote black excellence and increase awareness and understanding of the tremendous influence the black artistic community has on American culture. And he wants black Americans to recognize and embrace the opportunity he believes is right in front of them.