I’ve been thinking a lot about the intersection of marketing, culture, and activism—how corporations move when the world is watching versus when the cameras are off. As a purpose-driven founder, I spend my days helping brands, organizations, and movements craft authentic, impactful messaging. But beyond the strategy, I believe in using my voice to call out what’s real and what’s performative.
So, I’m committing to writing more—to breaking down these moments through a marketing and cultural lens. Because too often, we let billion-dollar brands dictate the narrative while they profit off the very people, stories, and movements they refuse to fully support.
Which brings me to the NFL, Kendrick Lamar, and the undeniable power of art as resistance.
The Revolution Was Televised
Kendrick Lamar’s Super Bowl set wasn’t just entertainment—it was an intentional ode to the ancestors and a much-needed Black History Month lesson that forced millions to confront the history they were never taught—or chose to ignore. He didn’t just highlight the past; he exposed how this country still attacks, polices, and villainizes the very people who built it, all while benefitting from our genius, labor, and culture.
Just imagine how many people had to Google “40 acres and a mule” after his performance—a stark reminder of whitewashed education and the erasure of Black contributions. Before it was illegal for Black people to learn to read and write—now they're actively working to ban books that would teach and question this history.
And the “rogue” dancer showing solidarity for Sudan and Palestine? Proof that radical art, protest, and action are effective—even in heavily curated spaces.
Don’t like it? Turn the TV off.
Real Ones Will Get It—And That’s All That Matters
Too many got lost in the rap beef drama and completely missed the bigger picture of what Kendrick was saying and doing on one of the world’s biggest stages. His artistry consistently serves as a historical archive, and this performance—packed with politically charged lyrics and imagery—wasn’t for everyone. It was for those who understand or at least seek to.
The rest? Irrelevant.
That’s the power of knowing your audience—but more importantly, knowing your purpose and yourself.
DEI or Just Dollar Signs?
Nearly 60–70% of NFL players are Black, yet the league has a shameful history of systemic bias—from the lack of Black executives and coaches to blackballing Colin Kaepernick for his peaceful protest.
The NFL profits heavily from Black athletes and bodies while failing them in leadership and equity. Kendrick’s set wasn’t just entertainment; it was a test of whether the league truly embraces DEI or just markets it. Despite end-zone slogans, Black History Month t-shirts, and a $250 million pledge from 2020, I don’t trust them—like many corporations, it’s likely the latter.
Roc Nation’s partnership has forced some accountability, especially with the lucrative halftime show, but the NFL’s commitment remains debatable. The question remains: is it real change or just good PR?
Literally Standing on Business
The NFL and Super Bowl are corporate machines, and Kendrick Lamar—Pulitzer-winning boogeyman—walked a thin line between being “commercially viable” and unapologetically Black during a time when DEI and woke are being misused and weaponized as buzzwords.
It makes me wonder how corporate sponsors and ad spending will shift because that 12-minute artistic protest was undeniably Black—and it helped give the NFL its highest live viewership. It’s giving poetic justice.
And as DEI faces legislative and corporate rollbacks, I expect brands to either prioritize safe, apolitical messaging over real systemic change OR stand on business and support both Black culture and liberation.
Conclusion: The Stakes Are High
Black art and intellect have historically fueled cultural movements—yet we don’t gatekeep enough to protect our cultural capital, resources, and knowledge from exploitation and commodification. Now is the time.
Exclusion and inequity will be the reckoning of late-stage capitalism. Black cultural and economic influence undeniably shifts consumer trends—brands that double down on DEI will gain relevance, trust, and market share. Pay attention.
Purpose-driven storytelling, authenticity, and symbolism aren’t just creative strategies—they spark emotional connection, curiosity, and conversation, ultimately challenging the collective consciousness (hopefully into action).
Black resistance and progress are nothing without community. Lean in.
Let's Discuss
What are your thoughts? How do you see corporations responding to the government's anti-DEI initiative in the long-term?
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