Pharrell Partners with Spotify For “Black History Is Happening Now” Campaign

Pharrell Williams has teamed up with the biggest music streaming app, Spotify as a curator of the services “Black History Is Happening Now” campaign. Spotify promotes this by making playlists highlighting notable music from African-American artists. Pharrell will produce playlists and original videos for the month-long campaign, that features him discussing his views on culture and society. He also appears in a promotional video talking about the contributions of black people to American society and culture.

“The one thing you cannot deny is that this country was built by the hands of many different cultures but mainly the African Americans,” Pharrell Williams states to open the commercial. “They were the ones that were put to task to go out and actually do the work. And all the while having to endure the pillaging of where they were from, identities taken from, and forced to do things that they didn’t want to do. Far from a choice.” The last statement could be a response to Kanye West’s comments on TMZ Live a few months back, in which Kanye said that 500 years of enslavement “sounds like a choice.”

“You know, there would be no rock and roll without us. Like, we’ve been here. Black now is America. Black future in America. Black history in America.” Pharell told TMZ.

Last week, three more promotional videos were released that still features Pharrell. Directed by Paul Hunter, the videos are titled “Something Awakening,” “A Very Serious Force” and “Influence & Inspiration.”

Pharrell explains in A Very Serious Force, “I think that what’s going to save not only this country but save the world are the Gen Z’ers, the Millennials and the women.” He then speaks on the impact Black women have on the existence of the Black community. “All of those slaves the came through the conduit of an African-American or African diaspora, through the conduit of their body. They had to watch those souls that were connected to those bodies had to endure. That’s one of the many notions that make Black women important.”

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