T-Pain And Normani Join Forces With Google To Encourage Fans To Buy From Black Businesses

Google is highlighting Black-owned businesses with the help of T-Pain and R&B songstress, Normani, as part of its campaign that introduces 55 small startups to potential buyers through a shoppable film.

While watching the interactive Black-Owned Friday film, featuring the soundtrack of a new song by the pair, items that appear to be part of the décor are highlighted like a pop-up.

Clicking one of these pop-ups, with up to five on the screen at the same time, pauses the movie, zooms in on the item, and gives buyers the opportunity to go directly to the seller’s website.

In all, the film shows 100 products.

Mckinsey reported that about 58 percent of Black-owned businesses were at risk of financial distress before the pandemic, compared with about 27 percent of white-owned businesses.

This is an opportunity for the public to help the businesses that faced difficulties.

“I was thrilled when Google reached out about the second annual Black-owned Friday,” T-Pain told Essence.

“Last year, Google partnered with the U.S. Black Chambers, Inc. to reimagine Black Friday as ‘Black-owned Friday’ —  a day to celebrate and support Black-owned businesses. This year, I’m proud to join Google and the U.S. Black Chambers, Inc. for another year of encouraging shoppers to support Black-owned businesses.

“And I was especially excited to write a new track to celebrate Black-owned businesses. We brought the track to life with a film directed by Daps, featuring me, Normani, Desi Banks, Tanerélle, and actual business owners. The best part? The video is shoppable with more than 100 products from 50+ Black-owned businesses,” he added.