Beats by Dre's defiant film challenged love for Black culture
In 2020, Beats by Dre delivered an eye-opening punch to the gut. “You love Black culture, but do you love me?” the brand asks in this powerful two-minute film from Translation that our jury deemed the best idea of a year defined by the agony of the pandemic, political turmoil and racial strife. Told from the points of view of major figures including pro athletes Naomi Osaka and Bubba Wallace, cultural figures such as the Compton Cowboys and Janaya Future Khan and rapper Lil Baby, the spot looks viewers directly in the eye, boldly challenging them to examine their own assumptions and beliefs about Black culture.
On one side, there’s a ubiquitous love for the contributions that Black talents have made across all spheres, from entertainment to politics to sport, yet on the other remains the racism and violence that continues to plague the Black community. The idea hit home powerfully at the hands of an A-List lineup of talents, including Prettybird director Melina Matsoukas, writer Lena Waithe and musician Solange Knowles.
The film cemented Beats by Dre’s status as a daring, Black-created brand at the center of culture, standing up for those who drive it. After it debuted on Beats’ social channels, it reached 5.6 million views within one day and 20 million by the end of the week. To date, the piece has been viewed more than 500 million times across all digital platforms.