Procter & Gamble and Walmart
The venerable brand and the mega retailer were not only title sponsors for Rock the Bells, but they’ve also been instrumental in supporting other Black-owned and/or Black-founded ventures, with Walmart also sponsoring Pharrell Williams’ Something in the Water Festival; Diddy’s Revolt World; work with Issa Rae’s Hoorae Media; and Black & Unlimited, a platform supporting Black creators and entrepreneurs.
For P&G, which LL lauded in an interview for “stepping up to the plate” when companies were “making big announcements to Black communities during the pandemic,” the commitment went beyond ensuring the multigenerational and multicultural festival patrons had quality grooming and hygiene products to survive the summer heat, and create spaces for cyphers, steppers and graffiti artists. The brand has also championed the culture through its Widen the Screen initiative; Queen Collective, a partnership with Queen Latifah; Flavor Unit Entertainment; and Tribeca Studios, which the brand reports has enabled a record number of diverse directors and creatives.
