As Black History Month draws to a close, Genny Turay and the Black Story team reflect on 2024's Black Story campaign and plans for the future.
Find out more about Black Story here: https://bio.to/BlackStory
Black Story has provided UMR with the opportunity to showcase the rich history and depth of our iconic UK Black musical icons; proudly shining the spotlight back on the people, the culture, the scenes, the sound which shaped not only Black music, but UK music. Starting as a fledgling campaign in 2021, we are proud of how far we’ve come in just three short years, having featured numerous iconic Black artists and resurfaced significant Black musical archives. This year's campaign is no different, representing talents such as Rizzle Kicks, Neneh Cherry, Big Youth, and The Joe Harriot Quintet.
The authenticity of Black Story has consistently served as a focal point, whether through physical, digital, or video formats. We view this initiative as more than just a campaign; it embodies evergreen curation that will endure for years to come. Led by Black employees and collaborating with Black creators, artists, designers, and press teams, we platform Black voices at every level while highlighting our influential—and sometimes underappreciated—Black artists. In doing so, we resurface their music for existing fans and introduce it to audiences who may not have experienced it the first time around. By elevating their music, sharing their stories, and creating new fans, we aim to preserve the legacy of Black music.
Black music has profoundly shaped the landscape of popular music, from jazz and blues to hip-hop, grime and pop. This initiative acknowledges the diverse genres and styles that have emerged from Black communities, emphasising their global and pivotal influence. The initiative also seeks to educate audiences about the historical context of these genres, including the struggles and triumphs that have accompanied their evolution.
Like any campaign, we have faced struggles, but we’ve also celebrated many triumphs as a team—comprised of Genny Turay as marketing lead, Trenton Tomlinson in A&R, and Akara Etteh in Audience/Digital. Something we are particularly proud of is our partnership with Rhino: for the first time this is a cross-label campaign incorporating releases from Warner’s Rhino catalogue. . Looking beyond 2024, growth is a priority as we aim to expand our reach by collaborating with other labels and the independent recording sector. We also aspire to be “always on,” extending our efforts beyond Black History Month and experimenting with new ways to tell stories—including artist panels, exhibitions, screenings, and more—to continue unearthing Black music archives. What we’re doing is crucial for culture—not just Black culture, but culture as a whole, contributing to a brighter and more diverse narrative.
We are excited to continue this blossoming relationship with the BPI and look forward to seeing what 2025 brings for our partnership.
- Genny Turay, Trenton Tomlinson and Akara Etteh, Black Story
