Beyoncé Knowles-Carter is one of the world’s most influential figures, and is using her star-power to bring awareness to American holiday Juneteenth with the launch of her new initiative Black Parade Route in aid of Black Lives Matter. The project was designed to support Black-owned small businesses. And the singer has now thrilled fans with the brand new release of a song called Black Parade to compliment it.
The former Destiny’s Child singer’s website has added a new section in the wake of the Black Lives Matter protests and uprising following the death of George Floyd last month.
It features a long list of Black businesses people can choose to support and are listed in categories Art & Design, Beauty, Fashion, Home & Living, Lifestyle, Restaurants & Bars, Services and Wellness & Health, among others.
The web page’s powerful tagline reads: “Being Black is your activism.
“Black excellence is a form of protest. Black joy is your right.”
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According to the website, Black Parade “benefits BeyGOOD’s Black Business Impact Fund, administered by the National Urban League, to support Black-owned small businesses in need”.
The Lion King star used her official Instagram page to help launch her new initiative, bringing awareness to the Juneteenth holiday.
The superstar shared: “Happy Juneteenth Weekend!
“I hope we continue to share joy and celebrate each other, even in the midst of struggle.
Following the announcement of the new Black Parade initiative, the singer unveiled her accompanying track for the initiative.
Also titled Black Parade, the tune is an energetic and rousing song already slated to be a sure-fire hit.
“I’m going back to the South, I’m going back, back, back, Where my roots ain’t watered down,” the opening verse declares.
The new song is Beyonce’s first since her work on The Lion King soundtrack The Gift, released last year.
Juneteenth is a holiday in the United States of America celebrating the emancipation of slaves.
It is also known as Jubilee Day, Liberation Day, Freedom Day and Emancipation Day.
This year the celebration becomes particularly poignant given America’s unrest along with countries in the rest of the world.
Juneteenth began in Beyoncé’s home state of Texas but is now celebrated annually on the 19th of June throughout the US, with varying official recognition.