For the next three weeks, Jalen ghosted the internet. He ignored Dom’s texts about promoter meetings and brand deals. He holed up in the cold loft, armed with his MIDI keyboard, a legally obtained sound library of orchestral swells, and a field recorder.
The US market dominates, but Black teens in London, Lagos, and Toronto want to see themselves. Shows like Supacell (UK, Netflix) which blends sci-fi with South London street culture, are proving that the appetite for international Black stories is massive.
Ads must be culturally relevant and trustworthy to engage these consumers, as they are quick to spot and call out performative marketing.