General Market is itself multicultural. First, the multiethnic population is growing fast; second, the US population is increasingly cross-cultural in its tastes; and third, fragmented multicultural budgets are never large enough (even when demographically appropriate) to make the impact that a total market budget can. A total budget which is ethnically conscious and responsible is more likely to be effective than a small “ethnic budget” which is always vulnerable to being cut or to making false choices between various minorities. This means not going to the default position of only planning advertising to an audience of non-Hispanic whites. Digital media can become a way in which mainstream messages can touch and acknowledge ethnic context or product preferences. But they are being delivered as part of a holistic communications strategy and not from some parallel tactical universe. If anyone doubts this, they should look for a moment at African American Millennials. Thanks to A.C. Nelson and its seminal report, African American Millennials: Young, Connected and Black (2016), we have a clear view of them as tech savvy, articulate and at the leading edge of digital advancement – a good antidote to the old formula of “will it play in Peoria?”