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Black Business Beats E-commerce Cultural Experiences

Award: Wood Pencil

Wood Pencil / E-Commerce / Cultural Experiences / 2022

Award: Shortlist

Shortlist / E-Commerce / Entertainment

73% of hip hop songs mention a brand, which gives them huge visibility and earned media at no cost. Despite rap and hip hop being born in the Black community, many rappers mention brands owned by white people. For Black History Month, Mercado Livre, the biggest ecommerce in Latin America, got together with two of Brazil's biggest rap stars to buck the pattern, creating a song and music video in which, instead of mentioning brands like Gucci, Dior and Balenciaga, they mentioned small local brands owned by Black entrepreneurs.

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