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A Cultural Legacy: Content Guru Creates Modern Love Letter to ATL


Brandon Butler, Executive Director and CEO of Butter Atlanta, poses for a photo on Peters Street in the Castleberry Hill neighborhood of Atlanta on Friday, June 11, 2021. (Photo: Itoro N. Umontuen / The Atlanta Voice)

In Game 3 of the NBA First Round Series between the New York Knicks and the Atlanta Hawks, one of Atlanta’s top content curators yelled at transplants to go back to where they came from, among other jokes.

That person is Brandon Butler, who is the Executive Director and CEO of Butter.ATL, a company dedicated to creating content for emerging and traditional businesses. Butler oversees a social media page that chronicles all facets of ATL’s old cultural icons and current trends.

“So we’re highlighting the people, places and things that kind of shape the city,” Butler said. “Modern Atlanta calls it a love letter to the city, we just call it authentic content, it’s finally an opportunity for the people of Atlanta to kind of tell our own story. “

Butler was also featured in AdWeek’s Creative 100: The Most Inspiring Talent of 2021. This is a testament to the level of consistency and high performance Butter and her partner, Dagger, have received as an Afro-fueled advertising agency. -Americans. in a predominantly white space.

Most of the time, Butter creates content that highlights the fun parts of Atlanta, pokes fun at people who live outside of Interstate 285, and highlights neighborhoods inside the perimeter.

Butter has the support of celebrities such as Killer Mike, Usher and Jermaine Dupri. Fans love, post and share their content every day. But in 2020 the social justice movement took off, whatever was going on, they started the Atlanta text line, a number that people could text to get information on different protests, some social justice movements. , even things like voting in elections.

However, for this pop culture venture they had to get serious after Rayshard Brooks was killed by Atlanta police in a Wendy’s on University Avenue on June 13, 2020.

“You know, when the Rashard Brooks shooting happened, I actually knew people lining up at Wendy’s that night, and they were actually sending me live videos of the event to me in texting them, texting them to me, not even DM-ing them, ”Butler said. “And that’s when it kind of hit me, that’s when it hit the house, these things were even happening to my personal door that I was going to have to deal with.”

Butler has said he wants Butter to be a source of truth in times of crisis.

“And I remember the next morning I called an emergency meeting with the team. And, again, I was kinda shaken up, because again, like, how do you talk about something like that, ”Butler explained. “We have an obligation to talk about certain things that are going on, but we’re not here for popularity either. But, we don’t want to ignore it. And so we had a really interesting conversation, because I have a very diverse team, all types of people on the team, and they all came, we all got together. And I said, ‘What I don’t want to do is come up with a model of how we’re going to handle police fire.’ “

Butler spent a year at Morehouse before earning his bachelor’s degree from Georgia Southern. He would later obtain his MBA from Georgia Tech. Additionally, Butler is the father of a nine-year-old daughter and a four-year-old son. He says having children forced him to move with patience and intentionality and it forced him to carry these lessons into the boardroom.

“I always say there is intention and attention,” Butler explained. “So you move with an intention for the future, we pay attention to the present, right?” And with having kids, I think that’s the ultimate manifestation of that, right? We do things with our children now, with the intention of knowing who they will be when they grow up and grow up. And I think even with Butter, again, one thing we always talk about is moving content at the speed of culture. And we are moving fast, but we are moving with the intention behind it. So a lot of that comes from patience, knowing when to say something and when to fall back. “

Anyone can’t bow to a conversation about Atlanta’s current cultural impact without having a conversation about who belongs to rap town Mount Rushmore. When Andre 3000 said “The South Has Something to Say” at the 1995 Source Awards, he became legendary.

Butler says the two OutKast members have their own high spaces. However, his other submissions would draw attention to contributions from artists who are not commonly mentioned.

“You have to put Dre and Big in there, they deserve their own spaces,” Butler said. “And then I think people like Jermaine Dupri and like what JD did for Atlanta and then go a little bit further… I don’t know if you can put TLC there. But, I think what they did for music more than rap, what they did for female music. I’ll be a little intentional and know this is a very busy Mount Rushmore, but I really want to offer their flowers to TLC.

He also credited Ludacris with advancing culture and placing him on Mount Rushmore. Finally, in an ode to how we met in the Hawks playoff game, Butler places Ryan Cameron, presenter and radio legend of the Atlanta Falcons and Atlanta Hawks, on the mountain.

“And I know he’s not into music, but Ryan’s done a lot to give a lot of artists a platform in general,” Butler explained. “What Ryan Cameron has done as a radio host over the years at all of the major stations in Atlanta… It’s people like him who have also opened the doors and given a lot of other people that we watch a platform and love their first shot. My Mount Rushmore is going to be a little different.

Butler says Butter.ATL comes from a truly authentic place and works hard to preserve Atlanta’s culture while providing a platform for the people and voices who really make a difference in the city.

“It all comes from a place where you really care about the city and just wants to put Atlanta in the best possible light because we know what the city really is.”

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