Pras Launches Media Platform -- Blacture

Hip-hop star Pras Michel -- a founding member of the Fugees -- bought a 30-second Super Bowl spot to announce the launch of Blacture, a “platform for black culture in America.” In a video on the site, he describes Blacture as "the epicenter for everything that is Black -- Black excellence." He says Black filmmakers, journalists, and anyone who "creates" could be included on the platform. "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," said a representative for Michel in a statement to AllHipHop.com. At the start of the spot, titled "Be Celebrated," which aired during the third quarter of the game, 45-year-old Grammy-winning Michel stands onstage in a theater, blindfolded with his mouth covered. He then takes off the bindings and looks knowingly out into the audience. Enter the message: "Be celebrated. Not tolerated." This ad is a collaboration between Pras, director Antoine Fuqua of Training Day and Southpaw fame, creative agency McKinney, and purpose-driven marketing shop Leijas of New York. The actual platform for Blacture is set to debut in March. More here.