For WorldPride, Orange Is The New Black star and LGBTQIA+ advocate Laverne Cox has teamed up with Smirnoff to exclusively premiere her new song, "Welcome Home," today (June 27) Billboard.
The idea behind "Welcome Home" is to welcome the millions of LGBTQIA+ community members and allies heading to NYC for Pride month celebrations. The song is a remix produced by Eric Kupper, and it's surely a bop that will be partied to all weekend long. "Wouldn't it be nice if there was a place that accepted everyone/ A place that says 'give me your tired, your poor,'" Cox says, alluding to Lady Liberty before diving into a full-on dance throwdown. You can find some reassurance in this track, too: it's built to instill confidence in the listener while also guaranteeing one hell of a sweaty dance session.
“Pride isn’t just a party, it’s a home. I’m thrilled to release this exclusive track in partnership with Smirnoff, welcoming the LGBTQIA+ community to NYC, all for a good cause,” Cox tells Billboard. “For every time that my 'Welcome Home' song is streamed online or downloaded, Smirnoff will donate the royalty proceeds to Transgender Law Center in the organization’s continued fight for equality. So let’s do our part in trying to make this song No. 1 on the charts!”
VP of Smirnoff, Jay Sethi, also tells Billboard, “Even though Smirnoff is made in America, we’re a global brand enjoyed in over 130 countries worldwide. We’re excited to release this song with our long-standing partner Laverne Cox to celebrate Pride in NYC and also give people around the world a way to show their support for a good cause that is fun, but also powerful during Pride Month and beyond."
He continued, "Transgender Law Center does such important work for trans communities day-in and day-out, and we couldn’t be more thrilled to be able to support their work to keep transgender and gender nonconforming people alive, thriving, and fighting for liberation.”
All proceeds will be donated to Transgender Law Center, the largest transgender-led civil rights organization in the U.S. The vodka brand is also working with other partners including Jonathan Van Ness and Alyssa Edwards and has pledged to donate $1.5 million to the Human Rights Campaign by 2021.
The original campaign video was rolled out earlier this month, which you can check out here. It's also currently being played in NYC area airports — LaGuardia Airport, John F. Kennedy International Airport and Newark International Airport — in effort to greet the millions of people traveling to the city right now and through the weekend.