Chevrolet Renews Urban One Partnership

 

With Plans To Spend More On Black Media, Chevrolet Renews Urban One Partnership.

• 6 hrs ago
 

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Chevrolet has pledged to allocate four percent of its U.S. advertising budget to Black-owned media companies by this year and double its allocation to eight percent by 2025. Radio is part of the plan. Chevy has announced it will continue its partnership with Urban One for another year.

One of the most buzzed-about elements of the multimedia campaign has been the audio series “More Than That with Gia Peppers” which was developed in collaboration with the ad agency Dentsu and One Solution, the branded solution division of Urban One. The series of 20-minute shows focused on wellness, entertainment and wealth aired across radio stations owned by Urban One, as well as Spotset Radio Network and American Urban Radio Networks. Each company also airs one- or two minute “micro-episodes” to drive tune-in. After each episode airs on radio on Saturdays and Sundays, it has also been made available as a podcast.

The second year of their partnership kicks off with two Chevrolet campaigns premiering in June, which the companies say are designed to create spaces for conversation to be both held and heard to enable actionable change resulting in true progress.

On the first anniversary of Juneteenth being established as a Federal holiday, One Solution will explore historical, contemporary, and future Black experiences against the racialized ideals of the American Dream through special episodes of “More Than That.” The podcast will also take a two-part sonic journey through the Juneteenth history, beginning with the harrowing deception of Texas slaves who were belatedly informed of their freedom and its current day ramifications.

There will also be a live activation with the “Real Talk Drives Real Change” campaign that will feature a four-city tour. Pop culture and political commentator Mike Muse will host the live conversations which will begin with a June 26 event in Washington about higher education access, a July 24 event in Atlanta focused on justice reform, an August 28 panel on mental health and wellness in Philadelphia, and then a Sept. 25 event in Houston about financial freedom.

The live tour of panel discussions will be free ticketed to the public and will also be streamed live. Local community partner organizations will be showcased, alongside performances by chart-topping and up and coming musical artists. Guests will be announced within a week of specific show dates.

“Since our inception, Urban One’s mission has been to amplify Black voices and empower Black communities,” said Urban One CEO Alfred Liggins. “We are excited to continue to share these core values of inspiring, entertaining and informing the Black audience with Chevrolet and their agency partners with these two important and connected efforts. Chevrolet’s commitment to provide platforms to discuss issues impacting the Black community and provide solutions is imperative.”

In addition to on-demand audio, Urban One says audiences will be able to watch video replays of “More Than That with Gia Peppers” and the “Real Talk Drives Real Change” events on NewsOne.com and TV One’s video on demand platform.