Apple changes the lives of 50 young students and breaks down rational barriers in the United States
In Apple's attempt to support the next generation of musical talent, the American giant has given the exclusive opportunity to 50 students from universities historically marked by African-American culture. With this initiative, the Cupertino company has not only allowed them to record and promote a single, but has also provided them with an immersive educational experience that they will never forget.
This program, developed in collaboration with universities in Nashville and Atlanta, seeks to break down systemic barriers and open new opportunities in the music industry, highlighting Apple's commitment to racial equity and social justice.
Apple, hand in hand with equality
The REJI (Racial Equality and Justice Initiative) was first announced in 2020, with an initial commitment of $100 million financingApple specifically focuses on education, economic equality, and criminal justice reform to improve the lives of people of color, and Black communities in particular. The company has since provided additional funding, announcing the Propel Center in 2021.
Apple partnered with universities in Nashville and Atlanta, giving students the opportunity to work on different elements of the process, from writing a song to creating or producing its music video. This summer, 50 participants, including Liza Montgomery, were selected from 19 HBCUs to attend a 10-day immersive experience on the campuses of Tennessee State University in Nashville and Clark Atlanta University in Atlanta. There, they received one-on-one, specialized classes from HBCU professors and industry professionals, both creative and executive, and worked alongside experts in Apple Music's Nashville office.
The plan was launched with the Propel Center as part of Apple's $25 million investment through its Racial Equity and Justice Initiative to help dismantle systemic barriers to opportunity and fight injustice facing communities of color. Its curriculum was designed to provide new pathways for HBCU students toward careers in industries that are notoriously competitive.
Equal opportunities thanks to Apple
The Propel Center is an unprecedented global center of innovation and learning for HBCUs. To support the next generation of racially diverse leaders, Propel offers educational programs and career preparation in a wide range of disciplines, including AI, agricultural technologies, social justice, entertainment, application development, augmented reality, design and creative arts. Apple experts help build resumes and provide mentorship and valuable opportunities.
The experience included practical work with expertos de Apple Music y Universal Music Group. Each team recorded a music single, created a marketing plan, ran a visual campaign using an iPhone, and pitched their concept to industry judges. Liza Montgomery designed her group’s marketing plan and cover art, appreciating the versatility of the Apple Pencil and Procreate app on her iPad Pro. Emmanuel Strickland highlighted learning about working behind the scenes in the music industry. The students collaborated with artist Fresh Ayr and the audio engineering team at UMG East Iris Studios to produce their song in Logic Pro, enjoying exceptional access and visibility.
