Pharrell Williams has partnered with Spotify to curate a package of content in honor of the streaming service’s annual “Black History Is Happening Now” campaign. The “Lemon” rapper will be curating playlists that highlight his influences, and starring in original videos that feature interviews about his perspective on culture and society. Spotify launched the program to “celebrate and amplify the voices of Black artists, creators, and organizations year-round,” according to a press release.
Three videos directed by Paul Hunter were released on July 10, including “Something Awakening,” which features Pharrell, surrounded by dangling light bulbs, comparing love and hate, and “A Very Serious Force,” which details the producer’s belief that Black women will save the world. He also discusses the importance of Hidden Figures, whose soundtrack he executive produced. The third video is titled “Influence & Inspiration,” which speaks for itself.
The campaign’s Spotify hub currently features playlists focused on the catalogues of Rihanna, Solange, Teyana Taylor and SZA, respectively. A section titled Pharrell’s “Inspirations” includes playlists dedicated to Hans Zimmer, Missy Elliott, Prince and A$AP Mob, among others. On the rap side of things, Williams has stayed relatively quiet in the months since the December release of his band N*E*R*D’s comeback album No One Ever Really Dies.