HBCU Marching Bands Lead Global Tribute Ahead of Michael Film Release
As anticipation builds for the April 24 domestic release of Michael, Lionsgate is turning to one of the most powerful cultural institutions in America to honor the King of Pop’s legacy: historically Black colleges and universities.
In celebration of Black History Month and ahead of the global rollout of the Michael Jackson biopic, three HBCUs known for their marching band excellence have partnered on a digital tribute campaign titled “MICHAEL CELEBRATES: Legacy, Artistry, Culture.” The initiative highlights the enduring relationship between HBCU performance culture and Michael Jackson’s musical influence.
Over three days of coordinated social media releases, Florida A&M University’s The Marching 100, Jackson State University’s The Sonic Boom of the South, and Southern University’s The Human Jukebox each delivered distinct interpretations of Jackson’s 1979 classic “Don’t Stop ’Til You Get Enough.” The performances were posted in collaboration with the film’s official social platforms and are now live across YouTube, Instagram, TikTok, X, and Facebook.
This campaign does more than promote a film. It situates the forthcoming biopic within a living cultural lineage.
Why HBCU Bands Matter in This Moment
HBCU marching bands are not simply halftime entertainment. They are cultural engines — institutions where precision, showmanship, musicality, and Black creative excellence converge. Their arrangements often reinterpret popular music through layered brass harmonies, dynamic percussion cadences, and choreographed movement that transforms songs into communal experiences.
Michael Jackson’s music has long been a staple within that tradition. His catalog — rhythmic, theatrical, and emotionally expansive — translates naturally to the scale and drama of marching band performance. From drumline breakdowns to full brass fanfares, Jackson’s work invites reinterpretation.
By centering HBCUs in this promotional rollout, Lionsgate is acknowledging something critical: Michael Jackson’s legacy is not preserved in archives alone. It is actively performed, reimagined, and kept alive in Black institutions.
A Strategic Cultural Alignment
For Lionsgate, the approach reflects a shift in how studios are marketing legacy-driven films. Rather than relying solely on nostalgia or celebrity appearances, the campaign taps into community-driven amplification.
Briana McElroy, head of digital marketing for the Lionsgate Motion Picture Group, described the initiative as deeply personal, emphasizing that HBCU bands represent Black excellence, community, and creativity. Her framing underscores an important distinction: this is not just cross-promotion — it is cultural collaboration.
The campaign also invites global audiences to participate by sharing their own renditions of “Don’t Stop ’Til You Get Enough” using the hashtags #MichaelLegacy and #MichaelMovie. In doing so, Lionsgate extends the celebration beyond campuses and into a broader digital performance space.
The Global Rollout
Domestically, Michael will be distributed by Lionsgate beginning April 24. Internationally, Universal will handle distribution in most markets outside Japan, where Kino Films will release the film in association with Lionsgate.
The scale of the rollout signals studio confidence in the film’s global appeal. But the HBCU partnership signals something more nuanced — a recognition that cultural authenticity strengthens commercial impact.
More Than Promotion
Biopics often attempt to canonize their subjects. This campaign instead emphasizes continuity.
HBCU bands are not memorializing Michael Jackson. They are performing him. Reinterpreting him. Moving his music through new generations of musicians and audiences.
As the industry continues to navigate how to honor iconic artists responsibly and meaningfully, “MICHAEL CELEBRATES: Legacy, Artistry, Culture” offers a blueprint: anchor legacy in community, and let culture lead the narrative.
With April approaching, the music is already marching forward.
