Uploaded January 2026 | Updated September 2026, 2 weeks ago
They told him "Black TV doesn't sell."
In 1970, every major ad agency rejected Don Cornelius. They refused to sponsor the Soul Train pilot because it was low-budget and filmed in black-and-white.
So he called George Johnson (founder of Afro Sheen).
As the first Black-owned company on the American Stock Exchange, Johnson Products didn't just buy a commercial slot. They paid to colorize the cameras.
They financed the technology upgrade that allowed Black elegance to be broadcast in high-definition. Because Black capital paid the bills, Don Cornelius never had to water down the culture to make white sponsors comfortable.
The revolution was televised. It was just sponsored by Afro Sheen.
They told him "Black TV doesn't sell."
In 1970, every major ad agency rejected Don Cornelius. They refused to sponsor the Soul Train pilot because it was low-budget and filmed in black-and-white.
So he called George Johnson (founder of Afro Sheen).
As the first Black-owned company on the American Stock Exchange, Johnson Products didn't just buy a commercial slot. They paid to colorize the cameras.
They financed the technology upgrade that allowed Black elegance to be broadcast in high-definition. Because Black capital paid the bills, Don Cornelius never had to water down the culture to make white sponsors comfortable.
The revolution was televised. It was just sponsored by Afro Sheen.
