Small business owners need to understand the power of intentional branding in real-time moments. When DJ Jay Shalé played specific songs for former Vice President Kamala Harris at an LA Sparks game, she didn’t just drop a track; she created a viral moment that resonated with millions of Black entrepreneurs and community members who feel the same way. This isn’t just about celebrity recognition; it’s about strategic audience connection that any Black business owner can replicate.
The Power of Deliberate Song Selection
On July 10, VP Harris attended the Sparks’ game against the Chicago Sky with her husband, Doug Emhoff. She wore a crisp white blazer, dark denim, and a blowout, looking radiant from her courtside seat [2]. As DJ Jay Shalé announced Harris, she played Aaron Hall’s “I Miss You,” a song that instantly triggers emotion with its opening melody [2]. The chorus hit while Harris smiled and waved, sending a clear message: We miss her [2]. Shalé then transitioned into Bootsy Collins’ “I’d Rather Be With You,” doubling down on the sentiment [2].
Shalé confirmed her choices were deliberate, not accidental. She stated she didn’t know Harris was coming until a production meeting three hours before the game [2]. She recalled Harris mentioning in a previous interview that she loves Bootsy Collins, making “Rather be with you” a fitting addition [2]. This proves that knowing your audience and preparing for unexpected opportunities is key to success.
Turning a Moment Into Business Value
The video spread across social media, with viewers praising the playlist for capturing their exact thoughts [2]. Shalé received a million messages and tags on every platform, validating her strategy of creating intentional spaces through music [2]. The moment gained even more weight when Harris herself responded: “I did indeed feel the love. Thank you for the good vibes” [2].
For Black entrepreneurs, the takeaway is clear: Be ready to pivot. Shalé used a three-hour window to craft a message that aligned with her audience’s feelings and the VIP’s preferences. You don’t need a stadium to do this; you need the discipline to research your customer’s likes and the courage to execute when the moment arrives. Whether you’re hosting a local event or launching a product, intentionality drives engagement. Watch how Shalé turned a surprise guest into a viral brand moment, and apply that same focus to your next business launch.
Have a business tip or success story? Contact [email protected]
Leave a Reply