Want To Be An Ally For Black Lives? Support Creators Of Afrocentric Culture

The recent wave of protests across the country has inspired many white Americans to become allies in the fight for racial justice and inclusion for Black Americans. For some, that means expressing their support in online platforms, attending protests, and giving money to organizations that are fighting systemic racism.

Another way to be an ally is by supporting the creators of Afrocentric culture.

There is no doubt the recent protests following the deaths of George Floyd, Breonna Taylor, and Rayshard Brooks at the hands of police has prompted a national reexamination of the United States’ troublesome relationship with race. Beyond the politics and policies of the country however, many white people are also recognizing that systemic racism is pervasive in all aspects of American culture, from the sports we watch to the branding of the food we eat.  But since we live in a media-obsessed culture, Americans need to also realize that Afrocentric culture, which shapes so much of our American experience, is in desperate need of support as well.

Without question, some of the institutions that produce mass culture for American audiences continue to marginalize Black creators. Take, for example, Hollywood. The latest Writers Guild of America Inclusion Report highlights how senior roles in the television entertainment industry remain painfully white. In the 2019-20 season, 49% of writers were People of Color, as opposed to the 51% who were white. There is a stark contrast, though, when we look at those involved in the leadership of productions. More than 80% of executive producers and showrunners were white, and less than 20% were People of Color.

The trend cuts across other areas of the entertainment industry as well. Despite the fact that Black Americans represent of over 13% of the U.S. population, they only represent 7% of the screenwriters in America. 81% of screenwriter credits are attributed to white individuals, while only 19% are credited to People of Color.

But it’s not just major media that suffers from racial inequality. Black social media content creators and “influencers” share the experience. For example, a new Instagram page set up by Adesuwa Ajay highlights the gap between what brands pay Black content creators as opposed to white influencers of similar talent and reach. The account, “InfluencerPayGap” already has over 28,000 followers, and demonstrates the pervasiveness of systemic racism against even creators of the micro-content that helps shape online global culture.

So how can allies help support Afrocentric culture? First and foremost, we can pay for it. In an era where so much media is free, actually paying for Afrocentric film and other content, especially content made by independent creators, is a critical way to support individuals who are all too frequently underpaid for their creative endeavors. Second, allies can help not only consume culture, but elevate it and circulate it through their networks. While blockbuster films like Black Panther or television shows like Black-ish often find larger crossover audiences, a lot  of content still struggles to find an audience. And third, allies can provide support to various local and national organizations that support artists and creators in the Black community, as well as those that help support the teaching of Afrocentric culture in America’s schools and elsewhere. If nothing else, allies can follow pages like Afrocentric Film Collaborative on Facebook that highlights both classic and next-generation Afrocentric culture.

At a moment in history in which so much of who we are and what we believe is shaped by the culture that surrounds us, supporting Afrocentric culture is a way that allies can not only learn more about the lived experience of Black Americans, but also help creators receive just rewards for their creativity and efforts. Much of the American experience is shaped by the power and passion of Black culture…

It’s time America starts paying for what it is truly worth.

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