One of the most amazing things about Black culture is its ability to push mainstream pop culture forward. Whether it’s Black Twitter or our TV shows, we dominate. But there’s also a barrier that comes with that influence, a wall that we’ve touched on before:

“Trends grounded in the African-American community rapidly go viral and become popular and often profitable, but rarely for the originators. Owning trademarks is key to securing the rights to those concepts.”

Pastor Shirley Caesar gets it. By now, you’ve seen the #UNameIt challenge. And although the singer has been a staple in the Black gospel world for as long as I can remember, it’s great to Pastor Caesar’s evolution as she embraces the world of digital and social media. She’s not just taking in the viral love from her challenge, Pastor Caesar is taking it a step further with the launch of the  #UNameIt Challenge Store.

Shirley Ceaser-#UNameIt-challenge

Similar to how Beyonce changed the narrative of negative press with #BoycottBeyonce, the gospel legend is capitalizing off her moment while giving back during the holiday season.

“I’m so happy to see everyone enjoying the remix of my song. Let’s use this for something good and bring beans, greens, potatoes and tomatoes to those without this holiday season!” she shares on her website. “Shop #UNameIt gear here and proceeds will go to feeding families in need.”

Having fun, while supporting Black business AND giving back?! We’ll definitely be adding this to our holiday gift list ASAP.

Melissa Kimble is the Senior Social Media Manager for the EBONY brand. An advocate for Black Creatives via #blkcreatives, you can connect with her on Twitter at @Melissa_Kimble.