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Lou Rawls Lou Rawls "Parade of Stars" jj U Jl) I J 7 RAWLS I - if nnninr 1 I Lou Rnwls ond Ed McMohon, who "The Lou Rnwls Christopher F. Kdfoy. !x)culiv! dirorlor of the United Negro Coilign Fund, til Ihct Budweiser spokesman television fund-raisin- g for United College Fund, pause microphone ivili (in (ipp(iU(JiMt .on Howls. Kdley thanked Howls for serving os Parade of Slurs" special Negro the was of a number of stars who national chairman of UNCI' and Anheuser-Busc- h for underwriting pro- with Bill Cosby on stage during loping. Cosby oik; honorary at Lou's duction costs for "The Lou Howls Pumde of Shirs." journeyed to Las Vegas specifically lo appear on the taping request. Christopher F. Edley, UNCF executive director, puts it this way: "The Lou Rawls in in of the Most important effort UNCF history Parade of Stars" is the most important single effort launched the history will benefit from this creative for When I. on Rawls involved, it's a worthy cause and his friends aren't tar UNCF. Black higher education project many gets financial and to the behind. That, in fact, is what happened with his friends at Budweiser. years to come, by attracting great support public recognition Anheuser-Busc- h is all this There is no real way to measure Lou out: "I never had any question but that Anheuser-Busc- h would sup- UNCF. making possible. points see-mon- I this which far their grant." port the 'Parade of Stars' and UNCF in a special way. Over the years in which contribution, goes beyond have been associated with my friends at Budweiser, one thing stands out: they are genuinely concerned about helping all minorities." Black music puts radio stations Anheuser-Busc- special August A. Busch III, chairman and chief executive officer of h Companies, Inc., expressed the company's rationale for basic support of UNCF into effort when he announced the program at an Anheuser-Buc- h sales conference in Chicago Entertainer Lou Rawls and television personality Don Cornelius recently spent a its as the source of to last October: "UNCF has justly earned reputation hope day in a Hollywood studio taping a radio special they hope will change the lives of who see as the to a better future. And thousands of young people, education key young black students across the nation. this trust has not been misplaced. The duo what will become "Black Music America," a six-ho- show but when Lou the "We have been supporting UNCF for many years, presented produced by a grant from Anheuser-Busc- h Companies, Inc. and designed to raise fund-raisin- g it became evident that idea of a television special, quickly through money for the United Negro College Fund. in millions of dollars this project our own contribution could be used to help bring The show traces the history of black music and artists from Anheuser-Busch- . Inc. President Dennis P. black-oriente- d sta- of new money to UNCF," points out Long. ragtime to modern disco and will be aired on about 100 radio Anheuser-Busch- , but never more "I've always been proud of my association with tions around the country. than when I see the extensive level of our company's support for this vital group Based on the UNCF theme, "A mind is a terrible thing to waste," the radio special of Anheuser-Busc- h UNCF. This assistance is typical of the increased involvement features the works of top black music artists blended with background on the per- . vice fund-raisin- in important civic and social causes," Says Michael LaMonica. president, formers and occasional station breaks for local phone pledge g activities. Anheuser-Busch- , who appears on "The Lou Kawls Parade of Stars" representing The radio special is the second part of a Rawls-Budweis- program to raise Inc. money for the 41 colleges and 50,000 students in the UNCF network. of hours of time from three-hou- Assistance came in many forms, involving hundreds Last October, Rawls taped a r "Lou Rawls Parade of Stars" television Anheuser-Busch'- s the marketing department, and company's advertising agency, special featuring such entertainers as Bill Cosby, Lola Falana, Glen Campbell, D'Arcy-MacManu- s & Masius. Charley Pride and Muhammad Ali. and a As of the fund-raisin- g Rawls also toured UNCF campuses in the Says Henry H. Brown, director of western area marketing development part program, last fall students and of the television special. product of UNCF member Xavier University in New Orleans: "We couldn't support South interviewing taping portions we "These students come, in cases, from deprived backgrounds and wouldn't a project like this without getting totally committed and involved. For example, many of be in if not for UNCF," said Rawls. "These colleges not only teach the spent many, many hours developing a merchandising kit for our family college in- basics of but also teach black and culture. They instill a sense wholesalers in order to explain the program to them and to encourage their education, heritage in students." volvement with their local UNCF chapters in making the television special a com- of pride their All of black music are featured in the radio special, including blues, jazz, plete success. We even developed an incentive program to reward the wholesalers aspects & disco. with the best record in funds." rock roll, ragtime, folk, gospel and raising from Gertrude "Ma" a minstrel in the Lemuel T. Smith, another member of the Budweiser team which devoted itself to Artists highlighted range Rainey, singer to vocalist give-awa- y 1900s now known as "The Mother of the Blues" current popular Cheryl making the project a success, comments: "Window posters, displays, a who was discovered on television's wacky "Gong Show." items such as and truck posters for wholesaler delivery trucks are all Lynn, young star these In between are such American music traditions as Louis Armstrong, Duke Ell- elements of any complete product marketing campaign. We adopted very cam- Count Scott Bessie Smith, Nat Cole, Mahalia Jackson, same elements in order to provide UNCF with all the impact of an aggressive ington, Basie, Joplin, King make the Charles and Stevie Wonder. paign. Of course, our 'product' with UNCF is what will ultimately project Ray Both the radio and television will be backed up by succeed: students to improve themselves through education." specials marketing support, 50,000 seeking Anhueser-Busch- , of Anheuser-Busc- h its and assistance by brewer And what does UNCF say about its partnership with through displays special advertising provided Budweiser. honory national chairman, Lou Rawls? Interdenominational Johnson C. Smith Oakwood Lane College Livingstone College Morehouse College College Center University Alabama Theological Jackson, Tennessee Salisbury, North Carolina Atlanta, Georgia Huntsville, Charlotte, North Carolina Atlanta, Georgia Paine LeMoyne-Owe- n Miles College Morris Brown College College Christian College Knoxville College College jarvis Alabama Atlanta. Georgia Augusta, Georgia Hawkins, Texas Knoxville, Tennessee Memphis, Tennessee Birmingham, 13.
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