♪♪
♪ GET YOU THAT MONEY, THAT MONEY, BOY ♪
♪♪
>>> HEY, Y'ALL, WELCOME TO "SOUL OF A NATION."
TONIGHT WE'RE GOING TO TALK ABOUT THE NEXT GENERATION.
WE'LL HEAD INTO THE DEEP FUTURE AND CONNECT IT TO THE PAST.
WE'LL GET INTO STYLES, SNEAKERS, AND THE PERFORMANCE BY H. E. R.,
IT'S LIT. BUT FIRST A CONNECTION TO OUR
PAST ALIVE IN THE PRESENT. NOT MANY PEOPLE ALIVE TODAY CAN
SAY THEY KNEW SOMEONE WHO SURVIVED SLAVERY IN AMERICA, ONE
OF THOSE RARE GEMS IS MISS LUCILLE OSBOURNE, A WITNESS TO
HISTORY. THE STORY OF A GREAT GRANDFATHER
REVEALS A PAINFUL FAMILY SECRET THAT STRETCHES BACK MORE THAN A
CENTURY. STERLING K. BROWN BRINGS US THE
STORY OF HERITAGE, LEGACY AND GRACE.
>> I REMEMBER THOSE DAYS BACK ON THE FARM, WE CALLED IT.
I DID HEAR ABOUT LIFE AS A SLAVE. THEY NEVER BROUGHT THE SUBJECT
UP UNLESS I ASKED. SO I DID ASK.
>> LUCILLE OSBOURNE IS 95 YEARS OLD.
SHE HEARD ABOUT SLAVERY BECAUSE SHE LIVED IN A HOUSE WITH FAMILY
WHO HAD SURVIVED BEING ENSLAVED. LIKE HER GREAT GRANDMOTHER
RACHEL McGRUDER.
>> IT WAS HER JOB TO TAKE THE LUNCHES OUT TO THE FIELD FOR
WORKERS. THEY HAD BUTTERMILK AND CORNBREAD FOR LUNCH.
>> RACHEL WAS MARRIED TO CHARLES McGRUDER WHO WAS ALSO ENSLAVED.
>> EVIDENTLY OLD MAN CHARLES McGRUDER MUST HAVE BEEN A VERY
IMPORTANT PERSON TO THE COMMUNITY BECAUSE WE WOULD HEAR
HIS NAME MANY, MANY TIMES. BUT NOBODY SEEMED TO WANT TO
DISCUSS HOW CHARLES FIT INTO
THAT SLAVE SITUATION. AND IT SEEMED LIKE EVERYBODY
WOULD WHISPER WHEN THEY WERE TALKING ABOUT CHARLES.
>> TURNS OUT CHARLES WAS A BREEDER, SOMEONE WHO WAS FORCED
TO HAVE CHILDREN WITH ENSLAVED WOMEN WHO ALSO HAD NO CHOICE.
IT'S DEVASTATING.
>> IF YOU'VE BEEN TOLD TO DO SOMETHING THAT'S YOUR JOB, YOU
GO OUT THERE AND DO IT, ESPECIALLY IF YOU'RE A SLAVE.
MY MOTHER SAID, LISTEN TO THIS. IF YOU EVER GO ANYWHERE IN YOUR
LIFE AND YOU SEE THE NAME McGRUDER OR YOU HEAR THE NAME
McGRUDER, THAT'S A RELATIVE THAT CAME FROM CHARLES.
>> MY NAME IS WARREN McGRUDER, SR. I'M THE GREAT GRANDSON OF
CHARLES McGRUDER, SR.
>> MY NAME IS J. R. AND CHARLES McGRUDER IS MY GREAT, GREAT,
GREAT GRANDFATHER.
>> MY NAME IS GWENDOLIN McGRUDER.
CHARLES McGRUDER WAS MY GREAT, GREAT GRANDFATHER.
>> CHARLES McGRUDER IS MY GREAT, GREAT GRANDFATHER.
>> CONGRESS BANNED THE TRANSATLANTIC SLAVE TRADE‐IN
1808. SINCE THEY COULDN'T IMPORT ENSLAVED AFRICANS, OWNERS FORCED
PEOPLE LIKE CHARLES TO BREED TO CREATE MORE SLAVES AND MORE
PROFIT.
>> WE HAVE RECORDS THAT SHOW US, THAT TELL US FROM ENSLAVED
PEOPLE, THAT THERE WERE CERTAIN PEOPLE WHO WERE DEEMED FIT FOR
BREEDING.
>> CHARLES McGRUDER WAS REPORTED TO BE 6'4", BROAD SHOULDERS,
VERY STRONG.
>> CHARLES McGRUDER, SR., WAS BASICALLY SENT FROM PLANTATION
TO PLANTATION TO BREED WITH OTHER AFRICAN WOMEN.
>> SLAVE OWNERS OWNED SLAVE OWNER'S WOMBS AND THEY OWNED THE
PRODUCT OF SLAVE WOMEN'S WOMBS. THAT WAS FOUNDATIONAL TO HOW IT
WHITE SOUTHERNERS UNDERSTOOD AND CONCEPTUALIZED SLAVERY.
>> I CAN'T IMAGINE HOW ‐‐ I DON'T EVEN KNOW IF HE COULD FEEL
BECAUSE THAT STAGE AND IN THAT POINT IN TIME HE WAS SURVIVING
HIMSELF.
>> I CAN JUST SAY I FORGIVE THE WHOLE HISTORY OF SLAVERY.
I PUT THAT IN THE HANDS OF GOD
BECAUSE IT BECOMES ‐‐ IT'S MY
BUSINESS TO BE ABLE TO HEAL AND MOVE FORWARD.
>> CHARLES TURNED THIS CRIME AGAINST HUMANITY INTO A FAMILY
HOMESTEAD.
>> THERE IS THIS HISTORY OF BLACK INGENUITY, BLACK
CREATIVITY, BLACK EFFORT TO HOLD ON TO FAMILY TIES.
>> THE 1866 ALABAMA CENSUS SHOWED CHARLES GATHERED ALL HIS
FOLKS INCLUDING CHILDREN INTO A SINGLE PLOT OF LAND.
IN 1877, CHARLES WAS ABLE TO PURCHASE ALMOST 300 ACRES OF
LAND WITH HIS SHARECROPPER WAGES. CHARLES BOUGHT THE LAND FOR
$1500, THE SAME VALUE HE WAS GIVEN AS A SLAVE.
>> MY GREAT GREAT GRANDFATHER CHARLES McGRUDER BOUGHT PROPERTY
FOR HIS WIFE RACHEL AND ALL OF THEIR KIDS ARE LISTED ON THIS
PROPERTY, ON THIS DEED.
>> ALL OF THE FAMILIES LIVED ON THE SAME ESTATE IN VARIOUS PLOTS
OF LAND ON THE ESTATE. THIS IS A FAMILY, A COMMUNITY.
YOU ALWAYS WANTED TO IMPROVE BASED ON YOUR SKPIRKS TRY TO
KEEP THE FAMILY TOGETHER.
>> THE FAMILY STILL OWNS PART OF THAT LAND TODAY.
MUCH OF IT OVERGROWN, COVERING UP THE RICH YET COMPLICATED
HISTORY.
>> I ALWAYS SAID, WHEN I GET TO BE A MAN, I'M GOING TO BUILD ME
A HOUSE UPON THIS LAND.
>> I WANT TO PRESERVE THIS FOR FUTURE GENERATIONS OF McGRUDERS.
MAYBE IN A FEW YEARS, WE CAN EVEN BRING EVERYONE ONTO THE
LAND AND HAVE A BIG FAMILY REUNION WHICH IS MY GOAL.
>> FAMILY THAT INCLUDES DOCTORS, LAWYERS, ENTREPRENEURS.
J.R. IS WORKING ON A BOOK TITLED, THE ALABAMA BLACK
McGRUDERS.
>> ONE OF THE VERY FIRST THINGS THAT CHARLES DID WAS DIRECT HIS
SONS TO LEARN HOW TO READ AND
WRITE AND TEACH ALL THEM TO READ AND WRITE AND TEACH THEM
SELF‐DEVELOPMENT. WHAT WOULD HAPPEN IF FORMERLY
ENSLAVED PEOPLE RECEIVED 40 ACRES AND A MULE FOR THEIR
CHILDREN TO ACQUIRE EDUCATION AND TO CREATE SOCIAL MOBILITY?
THE ALABAMA BLACK McGRUDER STORY PERHAPS OFFERS AN ANSWER.
>> MY MOTHER TOLD ME THAT THE LAND WAS THE MOST IMPORTANT
THING IN A BLACK FAMILY'S LIFE. IF YOU DON'T HAVE THAT, YOU GOT
NOTHING. YOU'RE LIKE A SLAVE AGAIN.
>> MY NAME IS JILL, AND I'M A McGRUDER.
>> HI!
>> JILL IS A DESCENDANT OF THE WHITE McGRUDERS WHO ONCE OWNED
CHARLES.
>> THE FAMILY TREE DNA TESTING, JILL LEARNED SHE IS A 7th COUSIN
TO CHARLES. CHARLES WAS ENSLAVED BY THE
FAMILY OF HIS OWN GRANDFATHER.
>> I WROTE IT OUT ON A PIECE OF PAPER SO WE CAN SEE HOW WE'RE
RELATED.
>> THEY SAY DNA DON'T LIE.
>> A LOT OF INFORMATION COMING OUT OF THE CLOSET NOW.
>> OH.
>> I KNOW AS A WHITE McGRUDER OR JUST AS A WHITE AMERICAN, YOU
HEAR THE STORIES ABOUT A SLAVE OWNER HAVING CHILDREN WITH A
SLAVE WOMAN, AND YOU KNOW, THERE IS SOME KIND OF DENIAL ABOUT
THAT.
>> THE GROUP PASSES AROUND PUBLIC RECORDS WHICH CONFIRM
LUCILLE'S MEMORIES. FOR THE VERY FIRST TIME, SHE'S
SEEING THE PRICE THAT WAS PUT ON THE LIVES OF PEOPLE SHE KNEW AND
LOVED.
>> WELL, LOOK AT THE MONEY.
WELL, I CAN'T BELIEVE THAT THERE WAS A MONEY VALUE ON A HUMAN
LIFE.
>> THAT'S THE THING, YEAH. I KNOW.
>> I CAN'T BELIEVE THIS. OF COURSE, HERE IT IS IN BLACK
AND WHITE, AND I ALWAYS SAID, YOU KNOW, IT MAKES ME FEEL SAD.
>> I WOULD SAY THAT MAKES ME FEEL SAD.
>> WHEN YOU SEE THE WILLS ON THE WHITESIDE, THAT'S WHEN IT REALLY
STARTED TO HIT ME WHEN I'D SEE PEOPLE LISTED WITH LIVESTOCK AND
FURNITURE.
>> MISS LUCILLE IS A LIVING LINK TO A PAINFUL HISTORY THAT HER
RELATIVES AND LOVED ONES WORKED HARD TO TURN INTO A PROUD LEGACY.
>> AND I'M SAYING, OH, MY GOD!
SLAVES IN MY OWN FAMILY. I DON'T KNOW HOW COOL THAT IS,
BUT I THINK IT'S MARVELOUS. I MET THIS PERSON, AND NOW
THEY'RE FREE. AND THEY ARE YOUR RELATIVE.
>> YEAH.
>> SO, LOOK AT THE LEGACY YOU GOT.
IF WE MADE IT THROUGH HERE, YOU CAN DO EVEN BETTER.
>> NEXT ON "SOUL OF A NATION," WE'RE GOING TO TAKE YOU BACK TO
THE FUTURE, THE AFRO FUTURE. AND H. E. R. BRINGS THE HEAT.
♪ SING FOR ME ♪
>> MUCH MORE AHEAD ON "SOUL OF A NATION."
>>> HEY, WELCOME BACK. YES, BLACK HISTORY MONTH MIGHT
BE IN OUR REARVIEW MIRROR, BUT ON THIS SHOW WE'RE DRIVING INTO
MARCH. BUT WITH SO MANY BLACK AMERICANS
STILL TRYING TO UNPACK OUR PAST, WHAT ABOUT THE FUTURE?
IN THIS SEGMENT ABC'S ADRIAN TALKS TO A FUTURIST.
PIONEERS OF IMAGINATION WHO WANT ALL OF US TO ASK, WHAT'S NEXT
FOR US?
>> WHAT DOES SCI‐FI HAVE TO DO
WITH PROGRESS?
>> NO JUSTICE, NO PEACE! NO JUSTICE, NO PEACE!
>> EVERYTHING.
>> EVERYTHING?
>> YES, EVERYTHING. AFRO FUTURISM CAN UNCHAIN THE
MIND.
THAT'S ACCORDING TO YATASHA
WOMAWC WHO WROTE THE BOOK ON IT. IT'S A PERSPECTIVE THAT HELPS
ALL OF US.
>> IT'S LOOKING AT THE FUTURE OR REALITY THROUGH BLACK CULTURE.
YOU SEE IT IN THE ARTS.
>> MISSY ELLIOTT.
>> JANELLE MONAE. GEORGE CLINTON.
BUTLER IS AMAZING. "BLACK PANTHER," FOR SOME PEOPLE
IT'S A PRACTICE THAT HELPS THEM TO CLAIM THE POWER OF THE
IMAGINATION.
>> WHY IS THAT SO IMPORTANT?
>> I WAS SPEAKING TO A GROUP OF KIDS, AND I SAID, OH, LET'S TALK
ABOUT FUTURES. AND I THOUGHT IMMEDIATELY THEY
WILL WERE GOING TO START TALKING ABOUT SPACE SHIPS AND FLYING
CARS. AND THEIR PRIMARY CONCERN WAS
NOT WANTING TO SEE A WORLD WITH VIOLENCE.
I'M SPEAKING WITH YOUNG KIDS, AND THEY ALREADY HAVE SORT OF
THIS HIJACKED IMAGINATION. WHAT DOES THAT SAY ABOUT A
FUTURE?
>> DEPICTIONS OF THE FUTURE HAVE LONG EXCLUDED BLACK PEOPLE.
I, TOO, WAS A CHILD WHO STRUGGLED TO SEE MANY FACES LIKE
MY OWN ON TV. AFRO FUTURISM HAS PLAYED A ROLE
IN INCREASING BLACK REPRESENTATION ON AND OFF SCREEN.
SO HAS RUTH CARTER, THE COSTUME DESIGNER ON SO MANY ICONIC
FILMS, INCLUDING "BLACK PANTHER."
>> I'VE BEEN GIVEN, YOU KNOW, THE PRIVILEGE TO CONNECT HISTORY
WITH COSTUME DESIGN. BACK IN THE '90s, AFRO FUTURE
WOULD HAVE BEEN SEEING IMAGES OF OURSELVES THAT WE FELT
REPRESENTED OUR COMMUNITY AND OUR FAMILIES, MORE PARTICULARLY
THAN WHAT WE WERE SEEING IN HOLLYWOOD.
I DIDN'T HEAR ABOUT IT REALLY UNTIL I STARTED WORKING ON
"BLACK PANTHER." WE REDIRECTED THE EYE TO LOOK AT
BEAUTY IN WAYS THAT WE DIDN'T REALLY UNDERSTAND BEFORE.
>> THE SCIENCE BEHIND "BLACK WHAT EXCITES A PARTICULAR YOUNG
TECH EDUCATOR IN NEW YORK WHO HAILS FROM THE SOUTH SIDE OF
CHICAGO.
>> MY NAME IS JUSTIN SHAFER, BUT YOU CAN CALL ME MR. FASCINATOR.
I TRAVEL ALL OVER THE WORLD AND I MAKE IT COOL FOR KIDS.
>> HEY! THAT'S WHAT I'M TALKING ABOUT.
>> WE HAVE MORE BLACK PEOPLE IMAGINING FUTURES, LIKE "BLACK
PANTHER." WE CAN LEAD TO CRAZY INNOVATIONS
LIKE THOSE IN OUR SOCIETY THAT CHANGE THE WORLD, THAT RADICALLY
CAN CHANGE OUR FUTURE.
>> THAT COULD HAPPEN, WHAT YOU SAW IN THE MOVIE COULD BE REAL.
>> WHEN SHIRLEY WAS IN THE CAR DRIVING THE VEHICLE ON THE OTHER
SIDE OF THE PLANET, THERE'S PHENOMENA LIKE QUANTUM
ENTANGLEMENT WHERE IT CAN CAUSE CHANGES IN VAST DISTANCES.
THE THING ABOUT SCI‐FI IT INSPIRES THE REAL SCIENTISTS AND
ENGINEERS IN THE REAL WORLD.
>> I REMIND PEOPLE THAT MARTIN LUTHER KING WAS A SCIENCE
FICTION FAN. HE WAS A BIG STAR TREK FAN.
THERE'S A POPULAR STORY OF HIM CONVINCING MICHELLE NICHOLS SHE
SHOULD STAY ON THE STAR TREK SHOW BECAUSE SHE WAS INSPIRING
SO MANY PEOPLE.
>> IT SURPRISED ME THAT DR. KING KNEW AS MUCH ABOUT MY SHOW AS I
DID.
>> AROUND THE FANTASY, PEOPLE ARE INSPIRED TO MAKE REAL WORLD
CHANGE.
>> NICHOLS WENT ON TO RECRUIT ASTRONAUTS, A PATH AS AN AFRO
FUTURIST TO GET MORE KIDS IN SCIENCE, TECH, ENGINEERING AND
MATH. BLACK AMERICANS MAKE UP ONLY 9%
OF THAT WORK FORCE.
>> A LOT OF KIDS JUST LIKE YOU AREN'T ABLE TO REALLY TAP INTO
THAT LOVE AND THAT PASSION FOR STEM.
WHY DO YOU THINK IT'S IMPORTANT THAT THEY DO?
>> SOME CAREERS ARE THE HIGHEST PAYING CAREERS PER CAPITA IN THE
UNITED STATES. WE ARE AT THE CUSP OF A
REVOLUTION, AN INDUSTRY. IF WE'RE NOT A PART OF THESE
REVOLUTIONS THAT ARE HAPPENING, THEN WE'RE GOING TO BE LEFT
BEHIND.
>> WHAT DO YOU TELL KIDS WHO HAVE A HARD TIME IMAGINING
THEMSELVES IN A FUTURE WHERE THEY CAN BE FEARLESS?
>> I DON'T THINK WE CAN. I THINK WE SHOW THEM.
I REALLY THINK THAT THE CHILDREN, IF THEY'RE AFFECTED BY
SEEING ADORA, NOT ONLY DID THEY EMBRACE THE AFRO FUTURE OR THEIR
AFRICAN ROOTS. I THINK IT EMPOWERED THEIR SOULS.
>> IT'S CLEAR NOW THAT THE NEXT GENERATION WILL BE INFLUENCED BY
SO MUCH MORE THAN COMIC BOOKS AND BLACK SCI‐FI.
THEY'LL BE INSPIRED BY SCIENTISTS, AUTHORS, OSCAR
WINNERS, AND HOPEFULLY THEMSELVES.
FULLY REALIZED AS AFRO FUTURISTS, EMPOWERED TO CHANGE
THE WORLD.
>> IT'S NOT SO MUCH ABOUT DID I DO ALL THESE THINGS.
IT'S MORE ABOUT DO I SEE POSSIBILITY?
AND DO I SEE VALUE AND LOOK INTO EXPERIENCES IN BLACK CULTURES TO
HELP SHAPE THAT FUTURE.
>> UP NEXT, TIKTOK.
>> SO, ONCE YOU KNEW, LIKE, WAIT, THIS IS MY DANCE AND IT'S
BLOWING UP HERE AND I'M NOT GETTING THE CREDIT FOR IT.
WHAT WAS THAT LIKE FOR YOU?
>> AND STICK AROUND FOR REVEALING CONVERSATION AND
PERFORMANCE WITH THE ARTIST H.E.R. THAT'S AHEAD ON "SOUL OF A NATION."
>>> WHAT IS ALL THAT MUSIC? TIKTOK IS MUCH MORE THAN THAT.
LOOK, IT'S ABOUT GENIUS CREATIVITY, OWNERSHIP AND, OF
COURSE, FEATURES BLACK EXCELLENCE. YOU CAN HIT ME UP.
YOU GOT IT. BUT WITH EVERY NEW TREND IN
VIRAL VIDEO, THERE IS ANOTHER SET OF CHALLENGES.
SOME BLACK CREATORS SAY THEY AREN'T GETTING THE CREDIT THEY
DESERVE. ABC'S JANAI NORMAN HAS THE STORY.
>> TIKTOK IS CREATIVE, SUPPRESSIVE, FUNNY.
>> YEAH.
>> RAW, ENTERTAINING AND FIERCE.
>> WITH OVER A BILLION USERS WORLDWIDE, TIKTOK IS THE LATEST
CRAZE IN ENTERTAINMENT.
>> IT LETS ME BE FREE.
>> IT ALLOWS ME TO SPEAK WITHOUT GETTING IN TROUBLE.
>> IT'S NONSTOP CREATIVITY AND EXPRESSION DELIVERED RIGHT TO
THE VITAL OR YOU PAGE CREATED BASED ON THEIR INTEREST
CALCULATED BY THEIR LIKES, VIEWS AND SHARES.
>> IT'S DESIGNED TO REACH PEOPLE, ANY AGE, ANY BACKGROUND,
ANY ETHNICITY.
>> IT GIVES EVERYONE A CHANCE TO BE DISCOVERED.
>> AND, OF COURSE, THERE IS A VIRAL DANCES.
IN 2020, THE RENEGADE, BY K. CAMP, MILLIONS OF PEOPLE WERE
DOING THE RENEGADE CHALLENGE, INCLUDING CELEBRITIES LIKE LIZZO
AND A‐ROD. BUT AT THE TIME, NO ONE WAS
CONTRACTING THE DANCE'S CREATOR, THEN JUST 14 YEARS OLD.
>> DO YOU WANT TO TEACH THE RENEGADE?
>> IF YOU WANT TO. LIKE A DICE ROLL.
>> THE ATLANTA‐BASED TEEN HAS BEEN DANCING SINCE SHE WAS 3,
AND IT SHOWED: SHE ORIGINALLY POSTED THE DANCE TO INSTAGRAM,
BUT IT WASN'T UNTIL SOMEONE ELSE DID HER DANCE ON TIKTOK THAT IT
WENT VIRAL.
>>> WHAT WAS THAT LIKE FOR YOU?
>> I WAS HAPPY, BUT I WAS KIND OF FRUSTRATED AT THE SAME TIME
BECAUSE THEY WEREN'T REALLY GIVING ME MY CREDIT.
>> THE RENEGADE IS SYNONYMOUS WITH TIKTOK.
I THINK IT IS THE MOST VIRAL DANCE I'VE EVER SEEN IN MY
CAREER.
>> IT TOOK A PROFILE AND "THE NEW YORK TIMES" TO GIVE CLAIM TO
TITLE TO THE RENEGADE CREATOR. IN A LOT OF WAYS YOUR LIFE
CHANGED OVERNIGHT.
>> YES. THAT WEEKEND I WENT TO CHICAGO
FOR THE NBA ALL‐STAR GAME.
AND THEN "ELLEN."
>> SINCE THEN, SHE HAS TURNED THAT CLOUD INTO PARTNERSHIPS
WITH BRANDS LIKE SAMSUNG, MOVIES, AND EVEN PRADA.
THESE ARE HUGE ENDORSEMENT DEALS ON THE LINE FOR VIRAL TREND OR
TIKTOK. YOU CAN SEE MILLIONS OF DOLLARS.
>> THERE'S A SAYING OUT THERE, IF THEY LOVE BLACK PEOPLE AS
MUCH AS THEY LOVE BLACK CULTURE, IT'S BECAUSE THE APPROPRIATION
OF BLACK ART GOES BACK CENTURIES. BUT HOW DID IT FEEL FOR YOU
BEING AN EXAMPLE OF THIS MUCH BIGGER PROBLEM AT SUCH A YOUNG
AGE?
>> IT WAS PRETTY ‐‐ I REALLY DON'T LIKE TO SEE BLACK CREATORS
NOT GETTING THE RECOGNITION THAT THEY NEED.
>> THIS RENEGADE CHALLENGE, IT MADE ME FEEL LIKE A BLACK
CURATOR, I CAN ALWAYS HAVE SOMETHING TAKEN AWAY FROM ME.
>> I DO THINK THAT BLACK WORK IS APPRECIATED ON TIKTOK, BUT ONLY
WHEN IT'S BEING DONE BY NON‐BLACK PEOPLE.
>> WE WANT TO MAKE SURE THAT THESE CREATORS GET THE
RECOGNITION BECAUSE THEY DESERVE THEIR FLOWERS.
>> AS THE DIRECTOR OF CREATOR COMMUNITY AT TIKTOK, IT'S HIS
JOB TO MAKE SURE ITS CREATORS ARE SEEN AND HEARD.
>> SO, WE NEED TO DO A LOT MORE WORK IN UNDERSTANDING TREND ORIGINATION.
>> HEY, THIS IS A MESSAGE FOR ALL MY BLACK TIKTOKERS.
>> EVEN ON TIKTOK WHERE CREATIVITY AND AUTHENTICITY
THRIVES, SOME CREATORS FEEL DISADVANTAGED FROM THE START.
>> I WAS GIVEN $25,000. EXPLAIN TO ME HOW THEY GOT
54,000 VIEWS ‐‐
>> CREATORS GET LEAST FAVORED.
>> THE ALGORITHM IS A REFLECTION OF USERS.
IF USERS ARE NOT FOLLOWING AND ENGAGING WITH BLACK CREATORS AS
MUCH BECAUSE OF SYSTEMIC RACISM, THE ALGORITHM IS GOING TO SHOW
THAT CONTENT TO FEWER AND FEWER PEOPLE.
>> THERE IS CRITICISM ABOUT THE ALGORITHM.
SOME BLACK CREATORS FEEL LIKE THEIR WORK IS STILL NOT SEEN AS
MUCH AS IF THEY WERE MAYBE WHITE.
>> I BELIEVE THAT THE CREATORS WANT MORE TRANSPARENCY WITH THE
RECOMMENDATION SYSTEM BEFORE YOU SEE IT IS WHAT WE CALL IT.
TIKTOK DOESN'T COLLECT RACE DATA SO THAT'S NOT HOW ‐‐ ONE OF THE
FACTORS THAT GOES INTO THAT.
>> IF THERE ARE WHITE USERS ON THE PLATFORM WHO ARE ONLY
SEEKING OUT AND SEEING CONTENT BY WHITE CREATORS, DO YOU THINK
THAT TIKTOK HAS AN OBLIGATION TO MAKE SURE THAT THEY ARE BEING
OFFERED AND SHOWN DIVERSE VIDEOS?
>> THERE'S A STRATEGY TO ELIMINATE WHAT WE CALL FILTER
BUBBLES. THE RECOMMENDATION SYSTEM
INTERSPERSES WITH VIDEOS FROM OTHER CREATORS OR CATEGORIES OF
CONTENT THAT YOU MAY NOT HAVE SEEN BEFORE SO THAT YOU CONTINUE
TO DISCOVER AND SEE NEW VOICES AND NEW PERSPECTIVES.
>> UNSATISFIED WITH THE ALGORITHM, BLACK CREATORS
DEMANDED ACTION. IN RESPONSE, TIKTOK CREATED
PROGRAMS LIKE THEIR BLACK TRAIL BLADERS LIST AND TIKTOKS FOR
BLACK CREATORS INCUBATOR PROGRAM.
>>> DO YOU THINK IT'S ENOUGH FOR A COMPANY TO HAVE ALL THESE
INITIATIVES FOR THIS SPECIFIC GROUP WHEN THAT GROUP IS REALLY
ASKING TO BE TREATED AS EQUALLY AS EVERYBODY ELSE?
>> YOU HAVE TO START SOMEWHERE.
>> SOME CREATORS AREN'T WAITING FOR THE PLATFORM TO CHANGE AND
INSTEAD THEY'RE TAKING MATTERS INTO THEIR OWN HANDS.
>> HEY, GUYS, WELCOME BACK TO BLACK MAGIC MINUTE.
I'M YOUR HOST.
>>> MY PAGE IS ABOUT LIKE BLACK SINGERS AND BLACK PEOPLE TRYING
TO GET THEIR NAME OUT THERE. SO IT'S LIKE I UP LIFTED THEM.
>> YOU ARE BEAUTIFUL.
>> YOU ARE ENOUGH.
>> ATL KILLER CASSIDY ONE OF TIKTOK'S BLACK TRAIL BLAZERS IS
ALL ABOUT HIGHLIGHTING BLACK WOMEN'S WORK AND SPREADING
POSITIVITY TO HER OVER 2 MILLION FOLLOWERS.
>> IT HAS NO ONE TYPE. GO AND MAKE YOUR OWN MAGIC.
>> I WANT TO SHOW PEOPLE THAT BLACK PEOPLE AREN'T A MONOLITH.
>> DO YOU REMEMBER THE MISS FATTY CHALLENGE?
IT WAS MADE BY THE ONLY I AM RATTY B.
SHE DIDN'T GET CREDIT FOR IT. SO LET'S GIVE HER HER PROPS.
>>> PEOPLE OF ALL RACES COME TO BLACK GIRL MAGIC BECAUSE THEY
WANT TO LEARN TO SUPPORT BETTER AND RESPECT BLACK CULTURE BETTER.
MORE AND MORE TIKTOKERS ON THE PLATFORM SAYING THEIR TRUTH.
YOU KNOW, ONE BLACK PERSON CAN'T SOLVE EVERYTHING AND CAN'T GIVE
THE ANSWERS TO EVERY SINGLE PROBLEM.
IT'S UP TO AN ENTIRE GROUP OF PEOPLE TO MAKE THAT CHANGE.
THANK YOU SO MUCH, GUYS, FOR TUNING IN.
AND REMEMBER, KEEP RISING.
>> COMING UP, GETTING CANDID ABOUT THE CULTURE.
>> IF YOU CAN'T FIND BLACK TWITTER, LEAVE IT BE.
>> YES.
>> SHE'S BACK AND SHE'S GOT COMPANY IN THE KITCHEN.
WHEN "SOUL OF A NATION" RETURNS.
>>> WELCOME TO THE KITCHEN. THANK YOU FOR JOINING ME.
>> WE'RE EXCITED.
>> THIS IS ONE OF MY FAVORITES. HAVE Y'ALL HEARD OF BLACK TWITTER?
[ LAUGHTER ]
>> WE ARE BLACK TWITTER.
>> THE REASON I ASK YOU THAT IS BECAUSE I HAVE THIS FRIEND, AND
SHE ASKED ME WHERE SHE COULD FIND BLACK TWITTER.
AND I THINK SHE THOUGHT IT WAS ‐‐ MY RESPONSE WAS SORT OF
LIKE, YOU KNOW, BLACK TWITTER WILL FIND YOU.
[ LAUGHTER ]
>> IF YOU CAN'T FIND BLACK TWITTER, LEAVE IT BE.
>> BLACK TWITTER IS THE LOOK YOU GIVE ANOTHER BLACK PERSON WHEN A
WHITE PERSON SAYS SOMETHING CRAZY.
>> RIGHT.
[ LAUGHTER ]
>> THAT'S A NOD.
>> IT'S SO GOOD.
>> WE TOOK IT AND LIKE MADE IT OURS. I FEEL LIKE WE DO THAT FOR
EVERYTHING. IT'S SO POWERFUL.
>> IT'S VERY POWERFUL.
>> UM‐HMM.
>> I MEAN, IT'S ALSO ‐‐ WHEN IT COMES TO SERIOUS MATTERS, IT
ALLEVIATES THE SITUATION WHICH IS MUCH NEEDED, YOU KNOW.
>> HONESTLY, LIFE, I THINK ESPECIALLY FOR PEOPLE ‐‐ I FEEL
LIKE I HAVE SOMETHING TO MYSELF WITH EVERY MAJOR EVENT THAT'S
BEEN HAPPENING WEEK AFTER WEEK AT THIS POINT.
>> I'M NOT GEN Z, I'M
MILLENNIAL. WHEN I SPEAK TO GEN Z AUDIENCES,
I REMIND MYSELF THESE CHILDREN WERE CHILDREN.
WHEN I LAUNCHED BLM, THEY WERE 7 YEARS OLD.
>> WHEN THEY SAY IGNORANCE IS BLISS, I REALLY FEEL THAT GEN
Z ‐‐
>> YOU DON'T HAVE THAT.
>> YOU DON'T HAVE IGNORANCE. IT'S AT OUR FINGERTIPS.
YOU CAN SEE WHAT'S HAPPENING IN THE WORLD THROUGH EVERY SCREEN
THAT YOU CAN IMAGINE. AND THAT'S OVERWHELMING.
BUT IT'S ALSO NECESSARY AND BEAUTIFUL.
>> SOCIAL MEDIA HAS IN ALL THE AMAZING WAYS ALLOWED FOR THESE
CONVERSATIONS TO BECOME GLOBAL.
>> IT'S NICE TO HAVE A SPACE WHERE YOU'RE ‐‐ THE WHOLE GOAL
IS TO UPLIFT YOU.
>> IT'S ALSO THERAPEUTIC. YOU KNOW, WHEN I WAS OUT LAST
SUMMER IN NEW YORK CITY, I DOCUMENTED EVERYTHING.
I MEAN, THESE TOOLS THAT WE HAVE, BEING GEN Z AND
MILLENNIALS ARE PERFECT FOR CHANGING OUR NARRATIVES.
>> HOW DO YOU CHANGE THE NARRATIVE NOW?
YOU'RE GEN Z LEADERS. WHERE DO YOU GO?
>> HE'S RUNNING FOR OFFICE.
>> BLACK LIVES MATTER. I'M NOT KIDDING.
>> PEACEFUL JOYOUS PROTESTS.
>> YOU'RE RIGHT.
>> EXACTLY, YES.
>> LOOK, WE'RE HERE. YOU'RE NOT GOING TO IGNORE OUR
NEEDS. I HAVE TO FIGHT SO HARD AS A
BLACK WOMAN TO JUST BE FREE.
>> GEN Z IS REALLY GOING THROUGH IT. REALLY GOING THROUGH IT.
MY KIDS ARE GEN Z. I KNOW I DON'T LOOK LIKE I HAVE
GEN Z KIDS.
[ LAUGHTER ]
>> BUT I DO.
>> THAT'S THE THING, SOMETIMES YOU HAVE TO LAUGH SO YOU DON'T
CRY AS A COMMUNITY. AND I HAVE FOUND BLACK TWITTER
TO BE SO THERAPEUTIC.
>> ABSOLUTELY.
>> OH, MY GOD. I'M GOING TO GO ON AFTER THIS.
>> YEAH, ME, TOO.
[ LAUGHTER ]
>> I'M GOING TO ASK EACH ONE OF YOU, WHEN WAS THE MOMENT WHEN
YOU KNEW THAT YOU'RE BLACK?
>> I LOVE THIS QUESTION.
>> AND I'LL START WITH YOU.
>> WE WERE LEARNING ABOUT SLAVERY IN ELEMENTARY SCHOOL,
AND TWO BOYS WHO I THOUGHT WERE MY BEST FRIENDS CAME UP TO ME
AND THEY CALLED ME THE "N" WORD. BECAUSE I FEEL LIKE MAYBE YOU
ALL KNOW THIS AS BLACK FOLKS. LIKE YOU MAY NOT KNOW WHAT A
WORD IS NECESSARILY, BUT THE WAY IT HITS YOU, IT HIT ME LIKE A
TON OF BRICKS AND I LITERALLY CRUMBLED AND I SOBBED.
AND I REMEMBER THAT DAY CHANGED EVERYTHING FOR ME.
IT CHANGED HOW I SAW THOSE BOYS, HOW I SAW MYSELF, HOW I SAW
BLACK PEOPLE.
>> I GREW UP IN AN EXTREMELY PRO‐BLACK HOUSEHOLD THANKFULLY.
MY GRANDFATHER, THE LATE PETTY VAN WAS A MUSIC PRODUCER.
HIM AND MY MOM WROTE A SONG BACK IN THE '70s CALLED "SANTA CLAUS
IS A BLACK MAN."
>> DID HE?
>> YEAH. I THINK IT WAS ALWAYS WHO I WAS
AND WHAT I ACKNOWLEDGED BECAUSE OF THE COLOR OF MY SKIN MEANT
GREATNESS AND I WAS SO THANKFUL FOR THAT.
>> WHEN WAS THE MOMENT, TIANA, WHEN YOU KNEW YOU WERE BLACK?
>> UM, SO, IT WAS A LITTLE BIT DIFFERENT FOR ME.
MY MOM IS WHITE. I SAW MY DAD ON THE WEEKENDS,
BUT THERE WAS NEVER BLACK PEOPLE AT MY SCHOOL.
BUT IT WAS DEFINITELY IN ELEMENTARY SCHOOL BECAUSE
EVERYBODY TREATS YOU AS "OTHER." LIKE YOU'RE OTHER. YOU'RE BLACK.
YOU'RE DIRTY. YOU SMELL BAD. YOU SHOULD STRAIGHTEN YOUR HAIR.
AND IT'S LIKE, IT'S CRAZY AND I'M LIKE, WHY WOULD NONE OF
THESE PEOPLE LIKE ME? YOU KNOW RACISM AT A VERY YOUNG
AGE BECAUSE IT'S NOT, IT'S NOT BORN, IT'S TAUGHT, BUT IT'S
TAUGHT FROM THE MOMENT THAT YOU'RE BROUGHT INTO THIS WORLD.
>> THIS HAS BEEN BEAUTIFUL. THANK YOU SO MUCH.
>> WELL, HAVE Y'ALL HAD FUN IN THE KITCHEN?
>> ABSOLUTELY. I'M FULL.
>> YOU'RE FULL?
>> YEAH.
>> SEE, WE DIDN'T EVEN EAT ANY FOOD.
[ LAUGHTER ]
>> COMING UP.
>> SO WHAT DOES IT MEAN TO HAVE FRESH CAKE?
>> THE SNEAKER CULTURE ON ITS TOES.
UNDEFEATED SHOWS US WHY SNEAKERS AREN'T JUST A FASHION STATEMENT
BUT A WAY OF LIFE, WHEN "SOUL OF A NATION" RETURNS.
>>> WELCOME BACK TO "SOUL OF A NATION."
BELIEVE ME, A GOOD PAIR OF SNEAKERS IS ALL ABOUT SOUL.
THEY REPRESENT A LIFE‐STYLE, SELF‐EXPRESSION, AND YEAH, EVEN
A STATUS SYMBOL. SNEAKERS ARE NEAR $80 BILLION
BUSINESS THAT HAS EVOLVED OVER THE DECADES WITH BLACK PEOPLE AT
THE CORE OF ITS CONSUMER BASE. TOGETHER WITH OUR PARTNERS AT
UNDEFEATED, WE GET TO THE SOLE OF THE ISSUE AND THAT SNEAKER CULTURE.
>> LET ME TELL YOU ABOUT A SHOE GAME IN THE BLACK COMMUNITY.
WE DON'T PLAY.
>> WHAT DOES IT MEAN TO HAVE FRESH KICKS?
>> YOU COULD BE BUMMY UP TOP. NEED A SHAPE UP.
BUT IF I HAD A FRESH PAIR OF LOTTOS OR REVOLUTION, THE GIRLS
WOULD FORGIVE ME.
>> LIKE, EVERYBODY IS THERE FROM THE TABLES TO SEE WHAT YOUR DRIP
IS LOOKING LIKE.
>> BLACK SWAG.
>> SIMPLE.
>> YOU CAN DEFINITELY REPRESENT YOURSELF BY WHAT YOU HAVE ON
YOUR FEET.
>> EVERYBODY WANTS TO PUT THEIR BEST FOOT FORWARD.
SORRY FOR THE WORD PLAY, BUT WE ALL WANT TO DO IT.
>> IN THE BLACK COMMUNITY IT'S ALL ABOUT THE SHOES.
>> WHATEVER WE WANT TO WEAR, EVERYBODY ELSE IS GOING TO WEAR
IT. WE ARE THE MAKERS OF THE CULTURAL STOCK MARKET.
>> YOU SEE ME, I GOT TO KEEP THEM CRISPY.
>> THIS IS THE OFF WHITE FOUR.
>> I HAVE ON A PAIR OF DIORS.
>> THESE ARE A PAIR THE CLEATS. THESE ARE THE CLEATS I WORE IN
THE LITTLE LEAGUE WORLD SERIES.
>> THIS HERE, THE NIKE DUCK, ONE OF THE STAPLES IN MY SHOE
COLLECTION.
>> I THINK I HAVE ABOUT 90 PAIRS.
>> AT ONE POINT I HAD LIKE 75 PAIRS.
>> IF I HAD TO GUESS, IT'S PROBABLY AROUND 400.
I WOULDN'T CONSIDER MYSELF A SNEAKER DUDE.
MY FRIENDS WOULD SAY DIFFERENT.
>> I DON'T THINK IT'S HYPERBOLE TO SAY YOU WOULDN'T BE DOING
THIS IF IT WASN'T MY IDEAS TO SOLE. IT WOULD NOT BE A SNEAKER
CULTURE AS WE UNDERSTAND IT IF THOSE THREE BROTHERS DID NOT
MAKE THAT SONG.
>> WHEN THEY STARTED WEARING THEM, EVERYBODY STARTED WEARING THEM.
♪♪
>> THOSE MOMENTS THE SHOE GAME
REALLY EPITOMIZED THE POP CULTURE.
>> CAN I KICK IT?
>> YES, I CAN.
>> WE'RE ALL BUYING JORDANS.
>> WHEN YOU TALK ABOUT CULTURE, WE'RE TALKING ABOUT MICHAEL
JORDAN. ARE THOSE JORDANS?
>> SHOE COMMERCIALS.
>> THIS IS SOMETHING YOU CANNOT DO.
>> I WOULDN'T SAY HE CREATED, BUT HE CERTAINLY TRANSFORMED IT.
>> LET ME REPEAT MYSELF. CAN, CAN.
>> YOU GET A PAIR OF JORDANS, THAT'S IT.
YOUR FIRST PAIR, THEY SAY YOU'RE NOTHING.
>> THE JORDAN DOES ZERO. ALL BLACK, SUEDE, AND I WORE
THEM EVERY DAY BECAUSE THEY WERE MY FIRST JORDAN SHOES.
>> I HAVE A LOVE FOR SNEAKERS, ESPECIALLY JORDANS.
I JUST GOT A LOVE FOR IT IN MY HEART.
♪♪ ♪♪
>> I BOUGHT AIR FORCE ONES. I WORE THE AIR FORCE ONES.
>> AIR FORCE ONESES, THEY'RE THE GREATEST. THEY WERE $79.
THEY'RE WHITE, YOU CAN WEAR THEM ALL THE TIME.
>> IT CAN GO EXTREMELY, EXTREMELY MY WAY.
>> WE CAN FLEX, I'M PEOPLE.
>> THE SNEAKER CULTURE IT'S EXPLODED BECAUSE THE INTERNET
ALLOWED IT TO EXPLODE.
>> YOU HAVE A LOT OF SNEAKER APPS. YOU FOLLOW A LOT OF SNEAKER
PAGES ON INSTAGRAM, TWITTER, SNAPCHAT.
NOW IT'S MORE OF A BUSINESS TO ME.
>> YOU'RE TAKING A $200 SHOE, SELLING IT FOR 1500.
I RESPECT THE HUSTLE.
>> I KNOW ONE YEAR JORDAN MADE A BILLION DOLLARS.
IF HE MADE A BILLION DOLLARS FROM SELLING HIS SHOES.
>> YOU KNOW, YOU KNOW, YOU KNOW, IT'S GOT TO BE THE SHOES.
>> THE SHOES.
>> SHOES.
♪♪
>> UP NEXT, H. E. R. BRINGS THE SIZZLE TO SOUL.
♪♪
>>> WE MIGHT NOT BE ‐‐ I MIGHT BE IN JAIL, I MIGHT BE ANYWHERE.
BUT WHEN I LEAVE, YOU CAN REMEMBER I SAID, THE LAST WORDS
ON MY LIPS, THAT I AM ‐‐ A REVOLUTION AIR I.
>> I AM
>> I AM.
>> A REVOLUTIONARY.
>> FRED HAMPTON WAS AN ACTIVIST, REVOLUTIONARY AND A FIGHTER WHO
WAS ONLY 21 WHEN HE WAS KILLED BY THE POLICE.
AND THE SONG "FIGHT FOR YOU" H.E.R. ELEVATES THAT SPIRIT OF
SOCIAL ADVOCACY WITH SONG AND SOUL.
>> I'M CURIOUS IF YOU THINK THAT MUSIC CAN BE A VEHICLE FOR THIS
TRANSFORMATION THAT WE'RE A PART OF.
>> OH, ABSOLUTELY. MUSIC CHANGES THE WAY THAT WE,
WE VIEW SOMETHING. IT CHANGES THE WAY THAT WE MOVE
IN OUR EVERYDAY LIFE. IT HELPS US GET THROUGH THINGS.
IT EASES PAIN, IT'S THERE WHEN NOBODY ELSE IS, AND IT'S A
LANGUAGE THAT EVERYBODY SPEAKS.
>> JUDAS THE BLACK MESSIAH, HOW DID YOU GET INVOLVED WITH THE
FILM?
>> AS SOON AS I GOT THE CALL, I SAID I'D LOVE TO BE PART OF THE
STORY. I FELT LIKE I COULD MAKE A MASTERPIECE.
I FELT IT WAS THE PERFECT THING FOR ME TO DO.
THE MUSIC I WOULD BE ABLE TO TAP INTO SO I LISTENED TO SOME
CURTIS MAYFIELD AND MARVIN GAYE AND SLY STONE.
WE WATCHED IT IN THE STUDIO BEFORE I CREATED THE SONG.
I THOUGHT ABOUT THE DIFFERENT STORY LINES AND EVERYBODY WAS
FIGHTING FOR SOMETHING. WHETHER IT WAS FOR THEMSELVES,
FOR THEIR PEOPLE, FOR CONTROL, FOR FREEDOM, FOR JUSTICE.
EVERYBODY WAS FIGHTING FOR SOMETHING EVERY SINGLE DAY.
AND THE IDEA WAS TO CREATE THIS SONG THAT GAVE PEOPLE HOPE AND
WASN'T SAD. IN THE SONG I SAID ‐‐ FEEL FOR
EACH OTHER, FREE FROM HOW THEY FEEL, FREEDOM WON'T YOU FREE US,
FREEDOM HANG FROM THE TREES.
>> FREEDOM IS NOT FREE.
♪♪
♪ OH, OH, OH, YEAH, YEAH, YEAH ♪
♪ OOH, OOH, OOH, OH, OH, OH ♪
♪ ALL THE PAIN THAT WE BEAR, YOU
BETTER BEWARE ♪
♪ ALL WE GOT IS ‐‐ ♪
♪♪
♪ FREEDOM WILL KEEP US STRONG ♪
♪ FREEDOM ♪
♪ OOH ♪
♪ THERE'S NO ONE, THERE'S NO ONE
LIKE YOU ♪
♪ WE CAN FEEL THE MOOD ♪
♪ I WILL ALWAYS, ALWAYS ‐‐ ♪
♪ I WILL ALWAYS FIGHT FOR YOU, I
WILL ALWAYS FIGHT FOR YOU ♪
♪ OOH, OOH, OOH ♪
♪ YEAH, YEAH ♪
♪ OOH, OOH, OOH ♪
♪ OH, OH, OH ♪
♪ OOH, OOH, OOH ♪
♪♪
♪ THE ONLY SOLUTION IS A NEW
REVOLUTION ♪
♪ WE CAN'T BE IGNORED ♪
♪ WILL YOU BE READY ♪
♪ OH, OH,
♪♪
>> THANK YOU FOR WATCHING, EVERYONE.
NEXT WEEK "SOUL OF A NATION" DIGS INTO SPACE.
I AM MARSAI MARTIN. HAVE A GOOD NIGHT.