In honor of Martin Luther King Jr.’s birthday, MTV is broadcasting in black and white for the first time. From 9 a.m to 9 p.m today (Jan. 19), no programs will air in color while artists like Kendrick Lamar, Big Sean, Common, Mack Wilds and more share stories and commentary about race relations during the commercial breaks. This broadcast is apart of the network’s #TheTalk campaign, which uses programming and social media to address racial issues.
In a statement, MTV president Stephen Friedman said the younger generation finds it difficult to discuss race even though they push for fairness. He says he hopes this campaign encourages the youth to be “color brave” during their conversations about race.
“Our audience is looking for a way to bring the national conversation on race into their homes and this campaign will give them a forum to express true color bravery,” Friedman said.
Watch Kendrick Lamar talk about how his father prepared him for racism in America below.