FOX found an interesting way to promote Wednesday’s season premiere of “Empire.”
The network and its parent company, 21st Century Fox, have launched a new social campaign with Turnaround Arts, a marquee education initiative of the Kennedy Center that “empowers struggling schools with innovative arts programs and arts-based learning across subject areas as a strategy to help address broader school challenges and close the opportunity gap.”
The #EMPIRESTARGIVESBACK campaign calls attention to renowned artist Derrick Adams, who created the above portrait of “Cookie” and “Lucious” that will be featured in the season premiere episode, airing Wednesday, Sept. 26 (8 p.m. ET/PT).
Adams is the latest artist of color to have pieces featured on “Empire,” following such artists as Kerry James Marshall, Kehinde Wiley, Mickalene Thomas, Dawoud Bey, Toyin Odutola and Carrie Mae Weems.
Watch a sneak peek of Adams’ piece on “Empire” below:
The #EMPIRESTARGIVESBACK campaign kicked off Monday in New York at the “Empire Season Five Premiere Event,” where the original Derrick Adams portrait was on display.
FOX and 21st Century Fox are donating $2 (up to $50,000) to Turnaround Arts, for every tweet, retweet or Facebook post using the hashtags #EMPIRESTARGivesBack and #Promo through Dec. 31. The campaign encourages fans to share messages highlighting a mentor or teacher who has inspired their love of the arts.
Additionally, FOX is also launching EMPIRE X Derrick Adams, a collection of merchandise using the Derrick Adams-created image that fans can purchase online at shop.fox.com with all of FOX’s profits going to Turnaround Arts.