Apple’s Beats by Dr. Dre brand has released a new short film that asks the question, “you love Black culture, but do you love me?” The film showcases how Black culture is celebrated while, on the opposite side of the coin, the Black community itself is oppressed.
“You Love Me” came together with a focused message in mind: “You love Black culture, but do you love me?” Many of the cast and creatives have had the disparate experience of the world actively loving their work, their music, their art or their athletic achievements, while also seeing their community oppressed and regularly under attack. The campaign highlights how the conversation around the Black experience should not solely be about injustice; however, in celebrating and showcasing Black joy, it delivers a statement in itself.
Naomi Osaka: I recently joined the Beats family because I am impressed by how the brand is taking a more vocal stance about issues important to my generation. Partnering with such a talented group of Black creators to share this crucial message and celebrate our culture was an amazing opportunity.
Bubba Wallace: Beats brought together an incredible group of people to center the conversation around the beauty and resilience of this country’s Black community. I joined this campaign because I want the next generation to always love themselves and their culture.
Lil Baby: These words and visuals are powerful…just like Us and Our culture. As a Black man, I’m really proud to be a part of this important moment.
Janaya Future Khan: This transcendent work by Beats and Melina Matsoukas is an invitation to be heard, be Black and be powerful. It was a joy to be a part of such a compelling call to action.
This story originally appeared in imore.com