“This ad has been created to bring attention to Black-owned businesses. Historically, Black people have been murdered for owning, thriving, and being successful. To that, we say never again,” the spread read. “Power is in Black voices. Power is in Black actions. Power is in Black wallets. Roc Nation is committed to supporting Black entrepreneurs, their dreams and companies, We challenge everyone to do the same.”

Over dozens of local Black-owned businesses were spotlighted in each publication’s respective city across various industries, from eateries, beauty shops, clothing stores, and book shops to gyms, flower shops, waste collection, plumbing, auto shops, electricians, and print shops. 

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Since the onset of the coronavirus pandemic, the Carters have been at the forefront of various philanthropic initiatives geared towards providing aid and support to various Black causes. In mid-June, Beyoncé unveiled her Black Parade initiative via her website, a directory of Black-owned businesses across the arts, design, fashion, home, lifestyle, restaurants and bars, as well as services and wellness and health industry. Soon after, she released a single of the same title in commemoration of the 155th anniversary of Juneteenth, with all proceeds going to Black-owned businesses in need. 

Previously, she rolled out mobile testing sites to underprivileged areas all across Houston through her BeyGOOD foundation. 

On that same note, Jay donated millions to prison reform and COVID-19 relief efforts and lent his support to the families of George Floyd and Ahmaud Arbery amid their fight for justice for their loved ones. In early June, the rap mogul took out full-page ads in newspapers across the country in tribute to Floyd and the thousands of other lives lost to police killings. He also lent his private jet to the lawyers representing Ahmaud Arbery’s family so they could make it to their preliminary court hearing on time.