Target Market News reports that African-American Ad Agency pioneer Tom Burrell is introducing a new initiative and new-age songstress Janelle Monae is right at the center of the action. In honor of Black Music Month, which is celebrated annually in the month of June, Burrell has created the Positive Push Campaign, a social media experiment designed to promote positive images in the music community. The initiative is built around principles from Burrell most recent literary work, Brainwashed: Challenging the Myth of Black Inferiority. Burell's work "calls for a cadre of enlightened thinkers to use New Media to change how blacks are projected in the media. Instead of just talking the talk, we will kick things off with a relatively easy way to demonstrate our ability to bring about change."
The campaign will revolve around the website, www.stopthebrainwash.com, where different videos that are deemed representative of the program's core message will be featured. The first selection is Janelle Monae's lead single, Tightrope, taken from her Atlantic Records debut, The Archandroid. The program is intended to create an organic sharing of positive images. Burell states "We hope and believe that success of the "Positive Push" campaign will bring about game-changing results. Imagine if 200,000 people bought the song in a single day. All of sudden, the prism shifts and consumers are using their economic clout to bring about change."
Check out the video below and learn more about the Positive Push Experiment here.