"The 5th Annual McDonald's 365 Black Awards" kicked off the "2008 Essence Music Festival" weekend in New Orleans today, recognizing not only African American culture, but the history and achievements by selected individuals who have made an impact over the course of the year. Nationally syndicated radio personality and philanthropist Tom Joyner -- a 2003 honoree -- presented awards to author/journalist Roland S. Martin, McDonald's Owner/Operator Ernie Adair, Humanitarian Dr. Johnnetta B. Cole, and retired McDonald marketing chief William J. Lamar Jr.
"This year's McDonald's 365Black Awards recipients are individuals who are changing the face of the African American community by impacting education, the media environment and the business world every single day of the year," said McDonald's USA President Don Thompson -- who did not attend the function but sent a taped video message. "They inspire all of us with their leadership and scholarship in areas that touch our lives."
Martin, a CNN contributor with increasing popularity, accepted his award with much verve, inspiring future leaders to take control of their career and use their voice instead of complaining.
He said he always approach any job as if he was going to get fired anyway, so why not keep it real.In his introductory video montage, the proud member of Alpha Phi Alpha Fraternity, Inc. said that with his job he's "going to talk about you if you're doing bad, and talk about you if you're doing good."
That keep-it-real attitude has enabled his brand to transcend traditional media outlets and extend into digital arenas."While you're there I don't believe in just complaining about something," he told BlackVoices.com after accepting the award. "My deal is you can have an impact, you can matter!"
"Have the freedom and tenacity to go to a boss and say, 'You know what, I think we should be doing this here.' There are so many people that run into me and call me or e-mail saying, 'I don't have any power.' Actually you do, but the question is do you want to use it."
The multi-talented media mogul said that he feels major corporations such as McDonald's is an important staple in black culture.
"We should be thankful that there's places like McDonald's for their acknowledgment that Black History truly matters," he explained. "And that's always an important thing because it's our history, and that's what is most important."
Thus, he did make it quite clear that his accomplishments are nothing more than just contributing to the community.
"I appreciate them honoring me," he added. "[But] like I told them I don't do what I do for awards, I just do the work. But [then] again, I appreciate the corporations that value black folks."
The 365Black Awards were launched in 2002 and are an extension of McDonald's 365Black initiative, created to celebrate the pride, heritage and achievements of African Americans yearlong. The fast food giant's outreach under the 365Black platform includes the web site www.365black.com, as well as alliances and supporting events with organizations that provide opportunities for African Americans to succeed."Our commitment is to celebrate people who truly demonstrate the essence of 365Black, which is all about being deeply rooted in the community everyday."
