Can Churchill Downs Music Movie Appeal to New Race Lovers?

Jack Harlow, just one of the most popular up-and-coming rappers in America, was in the spotlight at Churchill Downs when the 24-12 months-aged delivered the ‘Riders Up’ phone for this year’s Kentucky Derby. The Louisville indigenous created his visit to the races an all-working day party by filming a music video for his new music entitled ‘Churchill Downs.’

Named a top rated new artist at previous year’s Billboard Tunes Awards, Harlow’s attractiveness has skyrocketed this year soon after the release of his album Appear Household The Kids Miss out on You, which involves his No. 1 strike ‘First Course.’


The ‘Churchill Downs’ tunes video was unveiled on June 1 and instantaneously grew to become a viral sensation. Carrying out from a glass enclosure in the infield, Harlow is joined by fellow rapper and pop culture determine Drake, who is showcased in the track.

Racing followers will realize numerous vital moments from Derby Working day all through the movie: the turn into the extend in the GI La Troienne S. with Pauline’s Pearl (Tapit) flying on the outdoors, Jack Christopher (Munnings) using the guide in the GII Pat Working day Mile S., and of study course Loaded Strike (Eager Ice) squeezing earlier horses in the GI Kentucky Derby.

Now significantly less than two months after its launch, the online video has around 10.5 million sights and is at the moment a person of the leading 10 trending new music films on YouTube.

Samantha Bussanich is the co-founder of Nexus Racing Club, a present-day Godolphin Traveling Commence trainee, and a huge Jack Harlow lover. She has been anticipating the release of this audio video clip due to the fact Harlow hinted at its filming throughout his interview with NBC Sports at the Kentucky Derby.

“In our technology, Jack Harlow is seriously the up coming big factor,” she said. “Especially with him remaining from Kentucky, it is really a truly major offer to have a superstar like that. All my mates that I went to faculty with were being asking how they can go to the races and it’s possible see Jack Harlow.”

Bussanich took to social media to share her enjoyment, but obtained a astonishing stream of backlash from many who disagreed with her belief that a social influencer like Jack Harlow can be constructive advertising and marketing for racing.

1 prevalent argument was that men and women in their early to mid-20’s should really not be racing’s goal market since youthful persons never have the time and, much more importantly, the income to contribute to the marketplace in a meaningful way.

Busssanich, who a short while ago used a stint in Australia during her Godolphin Traveling Start out coaching, defined that the Australian racing field is an illustration of powerful marketing that targets an array of race-goer demographics.

“If you happen to be associated in racing at any level, you know that Australian racing is executing it the best,” she said. “Owners, bettors and younger people all have a very good time. A whole lot of people get defensive about who is racing’s goal current market. I consider that there are numerous target markets and everybody is crucial to the accomplishment of the market.”

She pointed out a club in New Zealand named Boy’s Get Paid out, which was established 10 yrs back by a dozen youthful gentlemen in their mid-20’s. In accordance to their web-site, they have been launched as “a group of lads who beloved to back a winner.” Their quantities grew about time and nowadays, Boy’s Get Paid out has more than 18,500 members. At the 2020 Karaka Million, their team of 450 folks bet $250,000.

“People on social media discuss about how the college child betting $15 or $20 is just not that critical, but if you multiply that by 50 or 100, they grow to be essential for the game,” Bussanich discussed. “With Jack Harlow’s video, even while it may not seem like the biggest deal, it truly is however acquiring exposure for the racing industry. If you link it with something like the Boy’s Get Compensated club, maybe young persons right here in the U.S. could become intrigued in racing and sort a club. All those 10 children could flip into 100 and probably sometime they could obtain a horse. It’s really about prolonged-term obtain.”

Yet another argument Bussanich encountered was that Harlow’s time at Churchill Downs is not the to start with instance of a famed person halting by the observe. What makes Harlow’s Kentucky Derby pay a visit to any distinctive?

Bussanich described that although racing can conveniently get significant-profile names on significant race days, the business usually falls small in having the upcoming move.

“We are not able to just have a songs online video and assume folks to drop in like with the activity,” she admitted. “We require racetracks and the marketplace to teach folks. The next aspect of that is about how we grasp people today and educate them further from outside of thinking that the keep track of is a fun put to get a drink.”

Once more, Bussanich referenced Australian racing as a product worth subsequent.

“In Australia, every trainer has a way for individuals to get concerned,” she said. “If you seem on [Hall of Fame Australian trainer] Chris Waller’s web site, it displays distinctive approaches to very own horses. There’s schooling there.”

So, can Jack Harlow’s audio video, and foreseeable future headlines of pop culture figures at the racetrack, assistance bring in supporters who will stick all around soon after the social influencers have arrive and gone? In accordance to Bussanich, it all is dependent on how the field responds.

“Not every working day is Kentucky Derby Day, but there are some seriously great activities at tracks across the U.S. in which young individuals are bound to have a excellent time,” she said. “If we can get them to the keep track of and grasp their notice, we need to have to figure out where to go from there. The training section requires a ton of operate. What do we do soon after we get them to the races? This music video is genuinely great publicity for horse racing and it seems to be at the highs of the activity in online video idea, but now it is really about using that video clip and looking at what can appear from it.”