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The new Guinness Africa “Made of Black” advertising campaign launched this week in a collaboration of U.S., U.K. and African talent that celebrates black.

Conceived in the London office of ad agency Abbott Mead Vickers BBDO in London together with offices in Africa, the ad features African performers set to the beat of Kanye West’s “Blkkk Skkkn Head” track, according to Advertising Age.

“Black is not a color. Black is an attitude. It’s a mindset, it’s a way of life,” the ad says.

One of the world’s most popular beer brands, the Irish dry stout is brewed in almost 60 countries and sold in more than 120. Annual sales total 850 million liters (1.8 billion
U.S. pints).

Lagos became home to the first successful Guinness brewery outside the U.K. after Nigeria gained independence from the U.K. in 1960, according to Smithsonian.com. Cameroon got a brewery in 1970. Today, 13 breweries make Guinness in Africa.

Here’s a brief history of Guinness in Africa, according to GlobalBrandOnline: In 1827, Guinness was first sold in Africa (Sierra Leone). In 1962, Guinness was first brewed in Africa (Nigeria).

“In Nigeria, Guinness is Nigerian; just try telling them otherwise,” said Mark Griffith in hs book, “Guinness is Guinness: The Colorful Story of a Black and White Brand.” “It’s brewed there by Nigerians, and has been for decades.” Guinness in Nigeria tastes different too. Brewed with sorghum as opposed to barley, it has a bitter flavor loved by Nigerians.

From 2000 to 2003, Guinness ran a locally made and inspired “Michael Power” campaign. Africa’s James Bond, Power epitomized the brand and Guinness sales increased 20-40 percent in major African markets.

In 2004, Guinness sales in Africa exceeded Great Britain and Ireland sales for the first time. Africa now accounts for 35 percent of global Guinness sales – all of it, brewed in Africa, says GlobalBrandOnline.

In 2007, Nigeria overtook Ireland as the world’s No. 2 Guinness market after Great Britain.

The “Made of Black” campaign represents the best of Africa, says Advertising Age. It features real people with real talent from Lagos, Accra and Cape Town to Nairobi, Gaborone and Johannesburg.

Some of the people who appear in the ads include Phyno, Octopizzo, Bez, Ajuma, Cyrus Kabiru, Lakin Ogunbanwo, Chude Jideonwo and Peter James Obon. They all express what Guinness is calling “their own #madeofblack story”.

The campaign is asking black users to share selfies via a social media platform.

It launched Wednesday in a four-hour takeover of MTV Base and includes a TV commercial directed by Sam Brown through Rogue Films.

In a statement, Guinness said the ad shines a light on a new generation of Africans who are” fueling a new, progressive spirit of Africa.”

The wider campaign will also include appearances by Fuse ODG, a British music star of Ghanaian descent, alongside the cast of the TV commercial and others sharing their own #madeofblack stories via a social media program that will ask consumers to share selfies, asking “What are you made of?”

Digital, outdoor, radio and print advertising will feature a series of hand-painted designs (by Brooklyn-based illustrator Dan Funderburgh and U.K.-based artist and portrait painter Steve Caldwell) of some of the campaign’s ambassadors, with quotes saying how they are “#madeofblack.”

Earlier this year, Guiness made headlines with another ad that tapped into its African roots and highlighted sapeurs — well-dressed men in the Democratic Republic of the Congo, Smithsonian.com reports.