Ad agency Dentsu International and One Solution, the branded content division of Urban One, are rolling out the second season of "More Than That with Gia Peppers.” Created for Black audiences and distributed exclusively by Black-owned media outlets, the show and supporting marketing resulted in more than $4 million invested into Black-owned media in its first year.
The 10-episode installment for Season 2 will air on more than 100 Black-owned radio stations via Urban One, the Spotset NABOB Radio Network, American Urban Radio Networks, and Café Mocha Radio – a new partner this year. The series will also live as a podcast available on all major streaming platforms.
Inspired by the social justice movement of 2020, the series has been described as a “sonic journey across Black America,” featuring Peppers, an entertainment journalist, talking with well-known guests about topics impacting and inspiring Black American listeners. “The goal of season 2 is much like the first season’s: to shine light on the issues Black people face in America, as well as inspire people and corporations to use their voices and resources to help us all move forward to a more equitable future,” Peppers said in news release. “In our first two episodes we got to talk to the legendary Master P and business mogul Angela Simmons.”
When the show first launched in February 2021, Dentsu called it “a new model for an authentic way to co-create unique and engaging content while also shifting media dollars to create a more equitable supply chain,” adding that it was consistent with its goal of promoting diversity, equity, and inclusion.
“It’s so energizing to work with such an inspiring group of people, all coming together to make the show a reality,” said Simmy Bhargava, Executive Producer at dentsu good. “Everyone has a real passion for the show, and I think the success of season 1 is a testament to that. The power of collaboration between all of the diverse groups involved supporting our stories and the Black community.”