Pharrell Williams and Jay-Z team up on this track to encourage the Black community to start their own enterprises and support Black businesses. They've both led the way: Pharrell has ventures in art, jewelry, media and clothing, notably his Billionaire Boys Club line of streetwear. Jay-Z is a billionaire thanks to his stakes in Roc Nation sports and entertainment, Tidal, and various nightclubs. He ramped up his business game in 2006 after the managing director of Cristal champagne, which Jay touted in his songs, said he didn't like the brand associated with the "bling lifestyle." Jay later bought the Armand de Brignac champagne company, adding it to his impressive portfolio.
Jay and Pharrell do more than just give a pep talk in this song; they also address the challenges Black entrepreneurs face and examine why. Much of the blame rests in a prison system that disproportionately incarcerates Black men, and a media that draws attention elsewhere. Pharrell sums it up in these lines: A system imprisoning young boys Distract with white noise The brainwashed become hype boys Speaking with Time magazine, he said: "As someone of color, there's a lot of systemic disadvantages and purposeful blockages. How can you get a fire started, or even the hope of an ember to start a fire, when you're starting at disadvantages with regards to health care, education, and representation?"
This song was released on August 21, 2020, in conjunction with a Time magazine series called "The New American Revolution," which explores the role racism has played in the American economy. As part of the series, Pharrell wrote a piece called "America's Past and Present Are Racist. We Deserve a Black Future."
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