A milestone moment for Black entrepreneurship

Elite Media transformed its commitment to community support into tangible action by launching the Keep It 100 pitch competition, distributing $100,000 among five Black-owned businesses during an event that celebrated innovation and cultural impact. The Harlem-based advertising agency drew from its own funds to create the prize pool, challenging industry peers to follow suit in supporting entrepreneurs who contribute meaningfully to their communities.

The competition reached its conclusion on October 17 during The One Club’s Where Are All the Black People Conference in New York City. Participants gathered to witness presentations from finalists whose businesses represented diverse approaches to solving problems and creating opportunities within Black communities across various industries.

The winner takes home top prize

MADE emerged as the competition’s grand prize winner, securing $50,000 to advance its mission of protecting Black creativity through verification systems. The platform addresses a growing need for authenticity and attribution in creative industries where cultural appropriation remains a persistent concern. Founder Tommy Johnson accepted the award from Chris Crawford, who serves as both Elite Media’s founder and CEO while also participating as a competition judge.

The verification system MADE has developed aims to create accountability around creative work originating from Black artists, designers and innovators. By establishing clear attribution pathways, the platform helps ensure creators receive proper recognition and compensation for their contributions to culture and commerce.

Four additional businesses receive support

The competition recognized four other finalists with $12,500 awards each, providing crucial funding to help scale their operations and expand their impact. These businesses represented distinct sectors while sharing common threads of innovation and community focus.

Number one among the finalists was Mec Zilla, founder of CrackedVC, which is developing alternative approaches to traditional venture capital structures. The system addresses long-standing barriers Black entrepreneurs face when seeking funding from conventional investment sources.

Number two was Morgan Means, who leads Evental as CEO and founder. The digital marketplace helps suppliers monetize their inventory more effectively, creating efficiencies that benefit businesses operating with limited resources or facing market access challenges.

Number three was Adam Franklin, creator of Twendi, a sports media platform dedicated to showcasing African and diaspora athletes through cinematic storytelling. The platform fills gaps in mainstream sports coverage while celebrating athletic excellence across broader geographic and cultural contexts.

Number four was Ayo Abigail, who directs strategy and outreach for Walk of Same, a brand merging fashion with empowerment through jewelry. The company uses accessories as vehicles for messaging around identity, pride and community strength.

Challenging the industry to act

Elite Media’s decision to fund the entire prize pool internally sent a deliberate message to the advertising industry and corporate America more broadly. The agency’s leadership views the investment as both community support and a challenge to peers who claim commitment to diversity but struggle to translate words into meaningful action.

The $100,000 competition represents part of a larger commitment to invest upward of $2 million back into the Harlem community that has supported the agency’s growth. This geographical focus reflects understanding that sustainable change requires concentrated investment in specific communities rather than dispersed efforts that lack accountability or measurable impact.

Crawford emphasized the need for disruption and action rather than continued reliance on metrics that track diversity without producing substantive change. The competition model offers a template for how businesses can directly support entrepreneurs without waiting for permission or consensus from larger industry structures.

Building community through competition

Beyond financial awards, the event fostered connections among participants who share similar challenges and aspirations. The competitive format created opportunities for entrepreneurs to refine their pitches, receive feedback from experienced judges and build relationships with peers navigating similar journeys.

Crawford noted how the audacity and ambition displayed by all contestants reflected the broader potential within Black entrepreneurial communities. Rather than positioning finalists against each other in ways that diminished their individual achievements, the competition structure celebrated each participant’s vision while recognizing those whose presentations most effectively communicated their concepts and potential impact.

The path forward for winners

As recipients deploy their prize money toward business growth, their progress will demonstrate whether this model of direct investment produces the outcomes Elite Media envisions. The agency’s commitment extends beyond initial funding, as ongoing relationships with winners could provide mentorship, industry connections and future opportunities that amplify the competition’s immediate financial impact.