Amazon Music Celebrates HBCU Homecoming: A Tribute to Culture and Community

This fall, Amazon Music is set to spotlight the rich traditions of Historically Black Colleges and Universities across the country with its exciting HBCU Homecoming Celebration. This initiative will feature renowned hip-hop artist Big Sean, who will take the Amazon Music Live stage, a special live-streamed concert series, immediately following Thursday Night Football on October 24.

A Night with Big Sean

Big Sean, a seven-time BET Award winner and Grammy-nominated artist, is ready to light up the stage with his latest hits from the critically acclaimed album Better Me Than You and beloved songs from his extensive catalog. Adding to the celebration’s flair, he will be joined by the iconic Blue and Gold Marching Machine and The Fellowship Gospel Choir from North Carolina Agricultural and Technical State University.

“That is really showing that HBCUs deserve a platform to be seen around the world,” commented Phylicia Fant, Head of Music Industry and Culture Collaborations at Amazon Music. Since joining the team in February 2022, she has connected Amazon Music to culture through collaborations, partnerships, and events, including HBCU Homecoming sponsorships, Grammy Roundtables, Beyoncé’s Club Renaissance Merch Popup, and talent collaborations with artists like Usher, NBA YoungBoy, Andra Day, and Keke Palmer.

Fant highlighted that Amazon Music concert experiences provide HBCUs with access to artists they might not otherwise be able to afford while enabling artists to connect with the community meaningfully—a relationship that benefits both sides. “It gives the artist a chance to see a community differently and understand that they’re doing this not because of just ticket sales. It opens up their family to see who’s listening to their music,” explained Fant. “It levels the playing field so that everyone can experience music from a great place.”

Pass the Aux: A Carnival-Style Experience

In addition to the concert, Amazon Music is bringing its Pass the Aux carnival-style pop-up event to several HBCUs this fall. Stops include Howard University, North Carolina A&T, Florida A&M, and Jackson State University, where students and alums can enjoy music from past AML performers, engage in intricate photo opportunities, and even win exclusive merchandise.

Homecoming SZN Playlist

Amazon Music has curated a special playlist titled Homecoming SZN to ensure that fans everywhere can partake in the festivities. This collection of songs aims to provide the perfect soundtrack for HBCU Homecoming Weekends, celebrating these institutions’ vibrant spirit and culture.

Empowering the HBCU Community

Fant emphasizes that Amazon Music’s mission extends beyond entertainment. It aims to elevate the representation and cultural acknowledgment of the Black community in significant ways. “We want to show that the Black audience matters by providing cultural opportunities and representation beyond just scholarships,” she explained. In addition to scholarships, Amazon Music HBCU initiatives include sponsoring events like step shows, fashion shows, and tailgates and providing band equipment and uniforms.

“By thinking about the HBCU student as a young ambassador to culture and making sure that we are there to fund those programs and keep these music schools and music programs going, we are doing our job to ensure a future for black musicians,” said Fant.

Fant is a proud Spelman College graduate and Delta Sigma Theta Sorority, Incorporated member. Before joining Amazon Music, she worked as a Universal Records publicist and as Head of Urban Music at Columbia Records. Fant credits lifelong friendships and professional relationships formed during her time at Spelman for her success in the music business. She says networking within HBCU and Greek life communities can lead to career opportunities and support when needed, making it crucial for aspiring artists to stay in touch with their alma mater.

“When you think about all the people that are in your life, you start to connect those dots, and you recognize that this will be the future industry,” she noted. “So to anyone at an HBCU, I encourage them to get to know anyone in those communities that want to be in music and want to be in fashion and film, stay in touch with them, because that will be your lifeline when you graduate.”

Looking Forward

Amazon Music plans to continue its engagement with HBCUs by hosting various events that reflect their unique cultures and celebrate the rich traditions of HBCUs. By being present and actively involved, Amazon Music is demonstrating a lasting commitment to these institutions and the vibrant communities they foster. As the HBCU Homecoming celebration unfolds, it is a powerful reminder of the importance of culture, community, and the shared love for music that binds us together.