Pre-launch › World-building & partnerships · 27 Feb 2026 · T−56
Three HBCU marching bands reinterpret "Don't Stop 'Til You Get Enough"
For Black History Month, Lionsgate's "MICHAEL CELEBRATES" campaign posted performances by Florida A&M's Marching 100, Jackson State's Sonic Boom of the South and Southern's Human Jukebox across YouTube, Instagram, TikTok, X and Facebook.
ReportedUSFlorida A&M Marching 100 · Jackson State Sonic Boom of the South · Southern University Human Jukebox
Why it matters
It reached Black audiences through institutions with their own followings. Deadline reported 8.4M+ social views.
AnalysisThe numbers
- 8.4M+Social viewsStudio-reported · All social platforms · as of 26 Apr 2026ReportedSource: Deadline
Details
- Date
- 27 Feb 2026 · T−56
- Phase
- Pre-launch › World-building & partnerships
- Category
- Creator & influencer
- Markets
- United States
- Led by
- Studio-led
- Partners
- Florida A&M Marching 100, Jackson State Sonic Boom of the South, Southern University Human Jukebox
- Channels
- YouTube, Instagram, TikTok, X, Facebook
- Mechanics
- Cultural transposition
Sources 3
- HBCU Bands Honor Michael Jackson Ahead of Michael Film ReleaseThe Source · 27 Feb 2026 · thesource.com · SecondaryVerifies: MICHAEL CELEBRATES campaign; three bands; Briana McElroy quote; hashtags
- Southern's Human Jukebox joins HBCU bands to celebrate Michael Jackson ahead of film releaseWBRZ · wbrz.com · SecondaryVerifies: Black History Month initiative; video on university and film social pages
- Box Office: 'Michael' Opening to Near $100M U.S, $217M+ WWDeadline · 26 Apr 2026 · deadline.com · SecondaryVerifies: Opening figures; IMAX share; PostTrak; and the campaign recap: marketing spend, iSpot TV, flash mobs, HBCU, pop-up, holograms, buses, DJ trucks, billboards, MTV News, TikTok, X, Spotify, social views
More from world-building & partnerships
30 Mar 2026 T−25
Three-day pop-up gallery in NoHo with Complex
A New York gallery showed film props, unseen production imagery and a new piece by artist Dimithry Victor. Deadline says it was a Complex gallery that opened with a tastemaker night with Jaafar.
USReported
Complex · Dimithry Victor · Jaafar Jackson