Amid the TV Upfronts held this week, Disney announces a significant partnership with diverse-owned media companies, including Group Black, COCINA, equalpride, and UnitedMasters. This announcement comes as Disney presents its slate of programming to advertisers against the backdrop of a writer’s strike taking place just outside its presentation venue, North Javits Center.
The TV Upfronts is an annual event where networks present their upcoming season’s shows to advertisers, providing them an opportunity to buy commercial time “upfront” before the season begins. This strategic move by Disney signals a commitment to representation and diverse storytelling in the media landscape, aligning with the current societal push for increased diversity and inclusion.
Group Black, one of the largest collectives of Black-owned media and diverse creators, revealed on LinkedIn: “Group Black x The Walt Disney Company custom content is coming to a screen near you!” As part of the agreement, these companies will develop custom short or long-form branded content series and campaigns for advertisers, with a focus on amplifying various aspects of diversity and culture, according to the post.
Kerel Cooper, president of advertising, for Group Black, says, “The purpose of growing the Black media ecosystem, the purpose of creating a place for Black creators, is at the heart of this partnership.”
These partnerships signal the entertainment giant’s ability and strength to advance equity for diverse-owned media platforms. COCINA, a trailblazer in the Hispanic digital food network, UnitedMasters, a pioneering music technology company democratizing the music industry, and equalpride, a prominent platform championing LGBTQ+ rights and representation with publications such as OUT, are joining hands with Disney and Group Black in this endeavor.
Previously, Group Black has been vocal about the negative impact of monopolistic media on society and viewers, advocating for more diverse and inclusive representation within the industry. Their CEO previously commented on the importance of breaking away from monopolistic media practices to encourage a diverse range of voices and stories.
