Facebook has launched a new content initiative that will be created and managed by a team of Black employees that is investing in and amplifying content from Black creators called ‘We The Culture.’
‘We the Culture’ intends to celebrate voices from the Black community through various social channels across Facebook, Instagram, and Twitter, spanning from music, art, poetry, to food and more.
The launch is committed to serve as “a launch point for black creators,” says Dan Reed, VP of global media, sports and equity partnerships
The initiative will include over 120 creators and also incorporate programming for Facebook Watch through partnerships with production companies focused on Black creatives. Some of the first shows will be “Chop It Up” with Storm Reid, “Asking for a Friend” with Vanessa Simmons, “Mastery of Comedy” with Angela Yee, among other creatives.
‘We the Culture’ is investing $200 million to support Black-owned businesses and organizations, including $25 million earmarked for Black content creators following the tragic murder of George Floyd.
Facebook’s ‘We the Culture’ will also provide partner management support, educational and training resources, marketing support, and audience development.
Storm Reid who will be among the Black creatives was “thrilled to collaborate with Facebook on their We the Culture program because we’re completely aligned in our messaging.” Their first show, “Chop It Up,” will be “a conversation series where I talk with my friends about things that matter to us and issues that are currently impacting our world. Investing in diversified voices is more crucial than ever, and we look forward to continuing these discussions while having fun along the way.”
Facebook investment into diverse creators and communities has exceeded and is an ongoing commitment where they want everyone to grow together.