The initiative, which is now in its third year, launched on Friday (November 18) as a remix of the day-after-Thanksgiving shopping extravaganza, transforming Black Friday into an interactive shoppable experience.
Directed by Charles Todd, the campaign’s visual highlights over 70 Black-owned businesses and is accompanied by an original track from Luda featuring Flo Milli.
You can check out the Buying All Black interactive visual below:
“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: Disturbing Tha Peace Records, Karma’s World Entertainment, and The Ludacris Foundation,” Ludacris wrote in a blog post about the partnership. “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.
“Black-owned Friday is an initiative created by Google in partnership with the U.S. Black Chambers, Inc. to celebrate and support Black-owned businesses. They do this by turning Black Friday into Black-owned Friday. Now in its third year, I’m getting involved to encourage everyone to shop Black-owned.”
He continued: “This year we’re bringing those choices to life with an interactive music video that takes you through a day in the world of Black-owned businesses. The video is shoppable and features me, Flo Milli, business owners, and more than 100 products from more than 70 Black-owned businesses. You can decide where we go next by selecting different Google searches for Black-owned businesses — check it out and choose your journey at g.co/blackownedfriday.”
Luda has been on a mission in recent months to spotlight Black businesses. Back in October, he expressed his support for Black entrepreneurs by sporting a new set of gold grills spelling out the words, “BUY BLACK.”
He took to social media to show his grills with an important message. “Still Minding My Black Owned Business,” the Atlanta rapper wrote on Instagram, with Pusha T‘s “If You Know You Know” playing in the background.
Paving her own path to success, Flo Milli released her highly-anticipated debut album You Still Here, Ho? in September. Making a name for herself outside of music, the 2021 HipHopDX Rising Star announced her “Modern Opulence” capsule collection with Amazon Music last December. In partnership with HYPEBEAST, the collection is designed by heralded designer Katie McIntyre.
“The designs I dreamed up with Katie McIntyre are out now,” Flo wrote on Instagram. “Find our limited edition Modern Opulence collection in The Showroom, presented by @AmazonMusic x @HYPEMAKER. Link in bio to get yours.”