AKA NYC will donate 500 hours of work to help emerging, independent Black theater producers, the advertising agency announced Tuesday. 

In donating the hours, which include creative, strategic and marketing work, AKA NYC hopes to help more Black theatermakers bring their work to Broadway and other performance spaces. This initiative comes as part of the organization’s goal of becoming an anti-racist company.

AKA NYC is also examining its own talent and recruiting practices and conducting an audience study to identify the obstacles to diversifying audiences on Broadway and elsewhere. 

“We hope this small contribution can create a chain reaction of diverse talent and creativity filling arts and performance spaces nationwide. And that goes hand-in-hand with our commitment to breaking down any and all barriers that are preventing more diversity among audiences,” said Jamaal Parham, director of content at AKA NYC.