12/27/2024
As we wind down this first day of Kwanzaa, devoted to the principle of Umoja (Unity), it seems the perfect time to deconstruct what we witnessed yesterday during Beyonce Superbowl-Like Halftime Performance.
You know that for years I've discussed not only the musical greatness but the marketing genius and pure cold-azz business savvy of Beyonce.
But today I want to talk about something else...
Her bold unapologetic commitment to elevating Blackness and her willingness to not only root for everybody Black, but actively lift them up, give them space in the spotlight, and elevate their genius right along-side hers--something she's been doing for decades.
👉🏽You see, when Beyonce entered the field with Blackbird yesterday, a song written about Black women in the Civil Rights movement, and selected Black women country music artists to not only join her on the album but in this Superbowl-like performance, she was uplifting Blackness.
👉🏽When she selected Texas Southern University--an HBCU Marching Band for that performance, she was uplifting Blackness.
👉🏽When she showcased Shaboozey, a Black country music artist who crushed the charts this year, but was snubbed, like her, by the Country Music Association's Awards Show (I wonder why) she was uplifting Blackness.
👉🏽When she introduced the world to Black cowboy culture (something I've known all my life given my father's pioneering prowess as a fierce competitor in the Tennessee Walking Horse space), she was uplifting Blackness.
👉🏽And when she made space for her daughter right along side her on this tremendous platform--she was uplifting what legacy-building Blackness looks like.
So what does this have to do with you as a Black Business owner?
✅ It shows that you can lean 1000% into you, your culture, your history, and your people and win.
✅ It shows you can share the spotlight in the spirit of collaboration over competition and win.
✅ It shows you can overtly center Black people as your target market and win.
And let me tell you, there is no better time than now to hear and adhere to this message.
Given what's on the horizon, if ever there was a time for UNITY--the first principle of Kwanzaa--that time is now. 💯
Because as we look to enter a new political and cultural era that has made clear the degree to which the rejection of Blackness is on the menu, now is not the time to run away from who you are.
It's time to rise even more boldly and unapologetically into the beautiful fullness of who you be.
But here's the kicker, when done right, this looks like not mourning the closing of doors, but being the conduit to the opening of so many others.
You are standing on the verge of your next level.
And it doesn't look like your past, nor should it.
It looks like a whole new reality you get to design;
One that more deeply and fully centers the fullness of you.
And that my Dear, is where you will rise.
-Avis Deweaver
