Chevy ad campaign pays tribute to artists during June for Black Music Month

(June 2, 2006) In honor of Black Music Month, Chevrolet is paying tribute to African- American artists with a new divisional brand campaign. The campaign features musicians that have passed on, but whose spirits live on in the youth of today.

The campaign honors legendary artists such as Ray Charles, Lisa "Left Eye" Lopez (formerly of the group TLC), and Jam Master Jay (formerly of the group Run DMC). The ads invite consumers to check out Chevy Excellence in Education Scholarships at www.chevy.com/scholarships. As part of the ad campaign, a number of Chevy Excellence in Education Scholarships are being specifically designated for students pursuing a major in Music.

"We think this is an excellent way to continue to capture the passion and heritage of music," says Maria Rohrer, Chevrolet multicultural advertising manger. "Music is such an important part of Chevy culture. More songs have been written about Chevrolet products than any other brand. This opportunity links us with the musicians of tomorrow and we are so excited to be launching it."

The ads will run in a variety of urban publications such as Essence, Ebony and Jet. Scholarship applications, eligibility and requirements can be found on the web site.


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As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.
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