Pras is about to dip into the media field, as the veteran rapper is launching his own media platform called Blacture. During the Super Bowl last night (Feb. 4), the former Fugees member used a commercial spot to promote his forthcoming platform, releasing a mysterious but intriguing teaser.
The commercial features Pras sporting a blindfold and tape across his mouth as he stands onstage in an empty theater. He then unveils his face and walks off before the words, “Be celebrated. Not tolerated.” appear on the screen.
Pras posted the commercial to Twitter, along with footage of him speaking on the new platform, which serves to cater to the Black community and underrated Black voices. According to the website, the goal of the platform is to “promote black excellence and increase awareness and understanding of the tremendous influence the black artistic community has on American culture.”
Content will include contributions from artists and influencers telling stories that are underreported in mass media.
Before it officially launches on what appears to be April 2, based on the site’s countdown shown, Blacture is running a Black History Month campaign, honoring iconic figures from all eras who have made history within the Black community.
The new platform is launching after a controversial NFL season, where players were scrutinized by political leaders and public figures for taking a knee during the National Anthem. The power move was first brought to attention by former NFL player Colin Kaepernick last season, who famously kneeled in order to protest police brutality and the Black lives that were lost by racial injustices.