Lame Transitions Into Long Form Content with
"Khaby Is Coming To America" which Features Top Talent Guests such
as Alicia Keys, Jon Baptiste and David
Beckham
NEW
YORK, June 28, 2024 /PRNewswire/ -- Today, Group
Black, an inclusive mission-driven media company, and Procter &
Gamble (P&G), announced the launch of "Khaby Is
Coming To America", a new limited unscripted series starring
Senegalese-born Italian social media personality, Khaby Lame. The
series will have its world premiere on Tubi, Fox Corporation's
ad-supported streaming service, on June
27th, 2024.
With 162 million followers, Khaby Lame is the most followed
person on the social media platform TikTok, the 50 most followed
person on Instagram, and the first Black creator to reach this
achievement. Known for his comedic "life-hack" videos, Lame's
content focuses on inclusionary comedy that transcends
language.
"I love to make people laugh, and have been working towards
broadening my audience beyond social media platforms, " said Khaby
Lame. The partnership with Group Black and Procter
and Gamble has allowed me to take the next step
in my journey as a filmmaker, and I can't wait for Tubi audiences
and beyond to laugh with me when they see this series."
Through "Khaby Is Coming To America,'' Lame will take his social
media persona offline through a series of 20 minute episodes that
will explore the best - and weirdest - people, places and food
America has to offer. Featuring star studded guests such as
Alicia Keys, Jon Baptiste, David
Beckham, and Steven A. Smith,
each episode will showcase a city in the
United States through the eyes of Khaby Lame.
"Khaby Lame is leading the charge when it comes to socially
engaging and relevant content and we are proud to bring his talent
and influence to the American mainstream market," says Morgan Wilkinson, Group Black's Director of
Creative Strategy. At Group Black we understand the power and
growth potential of Black and diverse creators and look forward to
continuing to amplify their voices."
"Khaby Is Coming To America" will serve as Group Black's first
expansion into production, advancing their mission to promote
equity for diverse creators. The media company will share
production credits with P&G, showcasing their active commitment
to supporting Black creators. This initiative will sit under
the award winning Widen The Screen P&G initiative, and will be
a continuation of the partnership between Group Black and
P&G.
A study conducted by Group Black in partnership with
Nielsen revealed that Black creators drive 10.5X the media
value of their non-black counterparts, yet their compensation and
exposure remains disproportionately low. By collaborating with
creators like Khaby Lame, Group Black is committed to amplifying
cross-cultural narratives and highlighting the significant
influence of diverse creators in the mainstream media
landscape.
"At P&G we are passionate about serving all consumers and
identifying authentic ways to reach an increasingly broad group of
multicultural consumers, says Eric
Austin, Vice President, Global Marketing & Media
Innovation at Procter & Gamble. "P&G continues
to widen the screen for diverse creators to share stories,
narratives, and experiences. "Khaby Is Coming To America'' is an
excellent representation of this and we are excited to share this
project with the world."
"Tubi continues to be dedicated to bringing unique stories from
unique storytellers that appeal to our fastest growing segment of
young and diverse viewers," said Sam
Harowitz, VP of Content Acquisition at Tubi. "Khaby's new
series is exactly the type of content that defines and transcends
culture which we believe will resonate with Tubi audiences,
especially as they get to experience it in the same way they've
enjoyed his social media content to date- for free."
You can now watch "Khaby Is Coming To America" streaming on
Tubi.
About Group Black:
Group Black is an MBE-certified media company dedicated to
connecting brands with diverse audiences. Committed to fostering an
inclusive media ecosystem, Group Black amplifies diverse
storytelling and deepens the investment pipeline for diverse-owned
businesses. Informed by marketing and creative expertise, Group
Black crafts contextually relevant strategies that resonate with a
multicultural generation. Group Black is where culture calls
home.
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SOURCE Group Black