The long-form version of Lift Every Voice and Sing debuted on the company’s social channels Wednesday.
Facebook said the spot was created by its Facebook Creative X team, and it is part of the company’s ongoing More Together campaign, which also featured creative executions during the 62nd Annual Grammy Awards, Super Bowl LIV and the 92nd Academy Awards.
In the new spot, “Lift Every Voice and Sing”—which is often referred to as the “Black National Anthem”—is sung by rising American girl group June’s Diary, joined by singers from various Facebook groups connected via their shared interests and experiences and “exhibiting their commonality around creating black history through a modern lens,” a Facebook spokesperson said in an email.
The social network added that the spot was filmed in a school “to show reverence to the voices of the past, the voices of the present and to signal the promise of future generations of black Americans,” and the song’s performance shows how everyone’s voice matters in creative a movement to change society, from Martin Luther King Jr. to lesser-known people today.
June’s Diary was founded by Destiny’s Child’s Kelly Rowland and choreographer Frank Gatson.
Facebook said it will continue celebrating Black History Month by sharing stories of black group members and creators and how they use social platforms to come together around shared interests.