savers and 12,000 audio clips were downloaded over six weeks during the film’s release. “We were building credibility with that promotion and it has worked,” explains McElroy. Everythingblack is currently in talks to provide marketing opportunities to a haircare firm and has revamped its approach to small businesses.
Landing big advertisers has gone from a major concern to a non-issue in a short time. “We’re not interested in changing advertisers’ perception of the black Internet community,” says McElroy. “The power of the Internet allows us to escape having to live up to their perceptions.”