MAGNOLIA PICTURES

I AM NOT YOUR NEGRO

Targeted Publicity: Engaged African American and Urban broadcast, print, and online outlets to amplify awareness and deepen cultural conversation.
Celebrity & Influencer Procurement: Secured a diverse roster of high-profile supporters—including Ambassador Andrew Young, Congressman John Lewis, Senator Cory Booker, Janelle Monáe, Common, Samuel L. Jackson, Lupita Nyong’o, Jemele Hill, Roland Martin, David Banner, and more. We provided private screening access and encouraged authentic social and media amplification.
Multi-City Word-of-Mouth & Influencer Screenings: Produced exclusive events in Atlanta, Chicago, and Washington D.C. that engaged academia, faith leaders, social activists, and celebrities. Highlights included:

Morehouse College: Special screening hosted by Fahamu Pecou with Janelle Monáe reading from James Baldwin’s work, followed by a scholar-led panel discussion.
Howard University: Screening and discussion with director Raoul Peck.
DuSable Museum in Chicago: Screening in partnership with the Rainbow Push Coalition and Chicago International Film Festival.

Media Buying: Secured impactful placements across radio, digital, and print, delivering millions of impressions across high-reach platforms including The Breakfast Club, Rickey Smiley, Tom Joyner, and leading Urban outlets.
Viral PR Stunt: Developed and pitched a viral concept in partnership with .Mic that became the breakout digital moment of the campaign. Know Your Baldwin, spearheaded by Janelle Monáe, featured cultural icons including Chris Rock, Common, Esperanza Spalding, Yara Shahidi, and Michael Eric Dyson. The video dramatically outperformed benchmarks—going viral across Facebook and fueling nationwide conversation.
Strategic Partnerships: Coordinated with organizations such as the Congressional Black Caucus Foundation, Delta Sigma Theta Sorority, Inc., NBA “Dream in Color” collective, and the Sacramento Kings to secure screenings and extend the film’s influence among civic leaders, athletes, and socially engaged communities.

172M+ publicity impressions across national and Urban media
3.5M+ impressions delivered via targeted media buys (radio, digital, print)
10M+ viral social media impressions from the .Mic Know Your Baldwin stunt
6.3M+ Facebook video views with record-breaking engagement—performing 52x above .Mic’s median video viewership
Successful multi-city screenings that deepened impact across cultural, academic, and civic audiences