Dentsu and Urban One partner on season 3 of programme targeting Black-owned media

Dentsu and Urban One partner on season 3 of programme targeting Black-owned media

08-02-2023 12:30:00 | Door: Bob Koigi | Hits: 354 | Tags:

Expanding on the success of the previous two seasons that resulted in more than $8 million invested into Black-owned media, More Than That with Gia Peppers has launched its third season.

The program elevates conversations impacting Black America with a wide range of topics that inspire and engage diverse communities and was born out of a desire to respond to the inequities seen in the advertising supply chain.

As leaders in media, dentsu, along with partners General Motors, Procter & Gamble, Kroger, and Mastercard have committed to raise Black voices with this first-of-its-kind program that is exclusively produced and distributed by Black-owned media partners across radio broadcast and streaming. The series will also live as a podcast – available on all major streaming platforms.

The award-winning first two seasons created a sonic journey across Black America, highlighting discussions with Black leaders, cultural trendsetters, and educators that resonate with the Black community and extend the conversation to a wider audience. Seasons one and two saw episodes ranging from Juneteenth with Baratunde Thurston, journalism and sports with Jemele Hill, environment and resilience with Master P, and the Black family with Kenya Barris.

The third season will build on the series' earlier reach, which had sponsorship messages performing above radio industry norms and, at times, outperforming 90% of radio ads. The podcast also had 750MM impressions throughout the previous seasons and was celebrated with multiple awards: 2022 Adweek Best DE&I Podcast and Microsoft Global Social Impact Award.

Season three sees Emmy-nominated producer Quan Lateef-Hill joining as showrunner with Executive Producers Ma'at Zachary and Simmy Bhargava helming the team. Dreux Dougall and Jemilla Mills-Smith are returning as series writers, Christine Mangosing is joining as creative director and Anne Coburn returns as executive editor.

Gia Peppers, Executive Producer: “It’s an honor to return as the host and co-executive producer for a third season of More Than That. When Adweek recognized our show as one of the most important ones of the year, in a time with dozens of new podcasts starting every single day, it affirmed that all the hard work dentsu, Urban One, and our partners do is worth it. Inspiring and informing our listeners for two seasons has given me profound joy and I’m even more ready to dive deeper into conversations around wellness in all aspects of the Black community. For season three, we will add more conversations around mental health, financial stability, sustainability, environmental justice, and more. Stay tuned! You won’t want to miss it.”

Simmy Bhargava, Executive Producer, Dentsu Good: “By exclusively producing and distributing the show by Black-owned media partners across radio broadcast and streaming, the program is successful not only in the relevant and thoughtful discussions it is able to showcase, but also in the production process that is committed to the Black community.”

Ma’at Zachary, Executive Producer, One X Studios: “Season after season, this project continues to amplify Black voices through powerful conversations and conscious storytelling that has been successful on many levels. With passionate leaders at the helm, every aspect of this program is committed to celebrating the Black experience.”


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