3 Mktg. Take Aways From GRAMMY Award Winner Anthony Hamilton's Latest Challenge

Highlight: Anthony Hamilton is partnering with African Ancestry to invite fans to learn their real tribe from Africa.

Context: People all around the world have been captivated by the power of black brilliance when it comes to Africa and now GRAMMY award-winning musician Anthony Hamilton is inviting fans to experience personnel connection to it in a very real way. The knowledge of past and what greatness they yielded from had been lost, but now the fans of Anthony Hamilton are being offered a way to reconnect with their roots in a very real way.

Presented in partnership with AfricanAncestry.com, the pioneers of genetic ancestry tracing for Black people, Anthony Hamilton’s Africa Forever Challenge: A Real Love Experience (AFC) rewards fans for finding their Tribe with the artist and enhancing the way they see themselves. The AFC runs from January 3 through 31st kicking off with a chance to win free prizes and exclusive content; and culminating with a VIP Virtual Ancestral Reveal and After Party where Hamilton learns his African roots for the first time. Everyone can visit www.AfricaForeverHome.com to sign up.

“In 2022 I experienced the power of our ancestors during a series of concerts throughout Africa, and I instantly knew it was something I needed to share with my team and my fans,” said Hamilton. “We all can’t go to Africa, but we can bring Africa to us by knowing our roots, honoring our ancestors and creating legacies that propel the culture forward,” Hamilton added.

The Africa Forever Challenge illuminates a great reminder that music and cultural strength go hand in hand:

• Legacy - true fans will love and remember your music. One way that you can love them back is by giving them unforgettable experiences through deep meaningful partnerships. Examples of this include but are not limited to Michael Jordan and Nike, Ray Charles and UNCF and many others.

Key Questions/Next Steps

• Passion - What partnerships and organizations would you like to share with your tribe for added value to their life and purpose elevation?

• Inquire - Talk to 5-10 top fans and ask them what are some of the organizations, companies, and community causes that they love, would want most to experience. Those that show up repeatedly in their answers (i.e for near half or more) may be some that are common for your tribe. It would take asking about 150 - 200 to know for sure what is truly common but asking could give you a solid general direction to go in.