How Black Women Are Reshaping The Music Industry

The entertainment industry, with its captivating appeal and unyielding speed, brings forth distinct challenges and prospects for Black women operating within this sphere. In the case of Black women, they are stationed through the entertainment industry as innovators who are often positioned in at times paralyzing challenges for excellence. However, there are ways Black women in these fields persevere with the use of wit and strategy. Those who embody this dynamic demonstrate a justified display of strength, innovation, and management skills that involve a balancing act between rewards and obstacles. The impact of Black women is extensive, encompassing diverse roles ranging from marketing directors to A&R managers, each paving the way for themselves as well as future generations.

Passion Secures Authority

For many in the entertainment industry, whether in A&R, management, marketing, or journalism, demonstrating a strong work ethic and delivering valuable outcomes is crucial. Exceeding standard performance and continually learning are expected to stand out. This approach goes beyond the norm but offers significant opportunities for growth and success. Jess Ogunjemilusi, professionally known as Jess OG, used her passion for hip-hop and rap to establish herself as an authoritative figure in entertainment.

A nursing graduate from SUNY Albany, Jess pivoted to a formidable career in the music industry, underscoring the unique blend of passion and perseverance required for Black women to navigate and succeed in the business. Her unwavering passion for music and rap, cultivated from her high school days of sneaking off to concerts, guided her towards a drastic career shift. In an industry that is rather cutthroat, there is a demand for more than just ability. It requires an insatiable hunger for knowledge, the ability to network and sell oneself, and the tenacity to learn and grow from every opportunity, no matter how small.

For Black women in the music industry, particularly in management roles, self-advocacy and surpassing expectations are crucial. In an environment marked by concerns about gender bias and racial stereotypes, Jess has managed to deal with the challenge of having to assert her authority and demand respect in male-dominated spaces.

Before securing her current role as the Director of Marketing at Sony label Santa Anna Records, she faced times when her ideas were dismissed or she was overlooked. However, once it became clear who she was and the decision-making roles she had held, such as artist manager, budget overseer, or flat out director, the dynamics shifted. Throughout her time at Cinematic Records, she acquired positions ranging from A&R intern to project manager intern to studio intern. She effectively utilized these experiences to gain strategic insights on how to reach her goals. This challenge towards respect demands courage to speak up despite fear and an unwavering determination to demonstrate one's value in an environment where Black women are often ignored or undervalued.

"I can walk into that room with the other men who know who I am, and I will still be in that room,” Jess shared in an exclusive interview with Forbes. “They will introduce themselves to everyone but me. They will go around and shake hands, saying 'oh, what's up, what's up, what's up.' Oh, like, whatever, exchange names, and I'll be there. And I'm like, 'Hi, my name is Jessica. I'm the only Black woman here. Now I have to. I have no choice because I know that if I do not do this, if I do not assert myself in this room, I will not be respected. If I'm not respected, my opinion will not be valid. If my opinion is not valued, I am used in the situation.'"

Black Perspectives in Marketing

Jaide Lewis, a Brooklyn native and Penn State University graduate, discovered her passion for marketing during an internship with DJ Clue Power 105.1 and SiriusXM in college. Upon immediately landing a position at BET after graduation, her experience there ignited her true interest in entertainment industry marketing. She broke into the field by working on the marketing campaign for the BET sitcom, The Game at just 21 years old. Jaide worked alongside six Black women at BET and contributed to various television campaigns, including the BET Hip-Hop Awards and Black Girls Rock over the course of four years. Her later transition to music marketing at Sony revealed a lack of diverse perspectives in marketing campaigns for Black artists, presenting a new challenge as she became the only Black woman in the label's marketing sector after leaving BET.

Jaide prioritized assembling a team of individuals well-versed in Black culture and experience to handle marketing needs. Her agency, The Culture Collab, focuses not only on incorporating Black insights into authoritative areas of creativity but also on forming camaraderie in such a scarce space. She then moved on to Atlantic Records where she worked with emerging artists such as Kevin Gates, Don Toliver, 1017, and Lil Skies where she curated innovative strategies for reach during the challenging coronavirus pandemic.

After successfully leading marketing campaigns during the unexpected pandemic, Jaide was recruited by Capitol Records and relocated to Los Angeles for a director-level role in digital marketing. Although the environment at the company still skewed toward white dominance, her arrival was seen as an opportunity to address the marketing needs of the label’s Black artists.

There is a need for Black executives to involve themselves in continuous advocacy for our presence in the creative process of Black artists, especially those involved in the spaces of Hip-Hop and R&B music. There is no room or leeway to play politics with the predominantly white higher-ups. Given that Black music is a commodity, it's only logical to conclude that cultural insight is essential for successful output. While it's easy to attribute the lack of Black executives to intimidation, Jaide sees value in such intimidation as she turns it into a source of power.

"It's something that as Black executives, we need to stand on because they don't — not saying they don't care about our culture, but it's our duty to keep the culture alive in these spaces and in these companies, which is easy to lose track of if you're playing politics," expressed Jaide to Forbes.

Omnipresence of Black Women in Media

From her early start at the age of 10, conducting Q&A's with players such as L.J. Smith for the Philadelphia Eagles, Jamila Mustafa has had a unique journey into journalism. A graduate of Delaware State University, an HBCU, she has built an international career with publications reaching as far as Beijing, China. As a broadcast journalist, Jamila's tenure is a testament to the growing presence and progress of Black representation in media.

The universal appeal of Black women is crucial to be understood and represented in entertainment, especially in a world where they are often stereotyped as "angry" and "difficult." The Black perspective is not monolithic. In order to resonate with diverse audiences in entertainment, it is crucial for Black women in the media space to have positions that allow them to share their stories on a significant scale. Jamila effortlessly breaks this stereotype with her upbeat and captivating personality.

As of 2024, she holds the record for being the longest-standing Black woman to host the flagship music show on MTV network, MTV’s Fresh Out Live. On Fresh Out Live, formerly known as TRL (where Carson Daly and Lala Anthony once hosted), Jamila plays a crucial role as part of the production team, collaborating closely with talent and writers. She excels in using social listening to discover culturally significant artists and has been instrumental in bringing Pop Smoke and Migos to the forefront as a cultural curator.

Jamila is also the first Black woman to have her own hip-hop/pop culture radio show on SiriusXM. Being both pioneering and long-lasting in her field, Jamila recognizes the significant impact she has. As an ethical journalist, there is an ongoing struggle to balance journalistic talent with advancing Black culture. However, a key part of Jamila’s impact lies in her broad appeal—earning support from various figures including mentorship from Sway Calloway, and those outside the Black community like Roger Coletti of SiriusXM who have empowered her freedom to share her perspective and skills as a journalist.

"I understand the magnitude of my visibility when I’m on the world stages, and I’m always paying attention to the way I make jokes,” Jamila told Forbes in an exclusive interview. “The world may not understand certain cadences. I always make sure I represent myself with the highest of class, in a friendly and positive upbeat manner because I’m representing women of color."

Strategic Navigation for Black Women in the Industry

A valuable commodity in Black music is to create a certified and viable product. Tola Lawal, the founder of Gyrl Wonder, recognized this when she observed that the music industry seemed inaccessible to Black women, perceiving it as a "white man’s sport." In the music industry, whether one's talent lies in rapping, singing, producing or acting – regardless of their race – they must demonstrate proven ability. However for Black artists, there can be additional challenges when nepotism is not involved.

Tola’s entry into entertainment management was unorthodox. Prior to founding her non-profit Gyrl Wonder, Tola maintained a full-time job while pursuing a career in management, supporting record producers, meeting with A&R’s, and handling splits. She discovered her talent for management during her youth when she would go through CDs to explore the writers and producers of tracks while also analyzing her favorite lyrics. During college, she interned at Sony/Epic and MTV but wasn't able to secure a position at a label. Nevertheless, her networking skills allowed her to frequently visit offices like that of Atlantic Records due to the self-initiated role she took on as a manager. Tola previously managed the production collective The Olympicks, known for their collaborations with Rick Ross’ Maybach Music Group and Young Money at the height of their careers.

Working as an independent talent manager, Tola's ability to secure success for her clients was a valuable asset in the competitive music industry. In an environment often seen as daunting, emotional resilience is essential for producing results. Operating without any shortcuts or special favors is a defining trait for Black women navigating the music industry independently. They face formidable competition from high-powered executives, mostly white men, and have no tolerance for mediocrity.

"Music is still seen as a white man's sport. Like I can't even say the black man, right? Like they feel like it's a white man's sport," Tola tells Forbes . "We're still breaking glass ceilings and making strides to be recognized as the creatives and impactful contributors to the entertainment industry that we are."

Networking and Representation in the Music Industry for Black Women

Networking and forming camaraderie are essential for Black women in the music industry as it provides them with a sense of direction and guidance. Community spaces where Black women can come together, share experiences, and receive support from fellow women across the industry who understand their unique challenges and aspirations play a key role in encouraging representation.

The Press Play Agency, founded by Jocelyn Rivera, who also serves as the ForbesBLK Local Advisor for New York, is dedicated to supporting projects within the music entertainment and technology space while prioritizing community engagement. The agency organizes events such as The Female Manager Co’s Black Women in Music series – also established by Rivera - to promote networking and facilitate connections among like-minded individuals. These exclusive gatherings provide attending Black women with valuable insights, mentorship, and opportunities for career advancement. By fostering a sense of camaraderie, this supportive environment helps black women navigate the music industry with guidance from those who have overcome similar obstacles and achieved success in their careers.

Rose Valcin, the event production coordinator for Press Play, emphasizes the significance of Black women participating in events like this to cultivate meaningful relationships. It extends beyond simply making professional connections and exchanging contact information or social media details. The main goal of building these relationships is to make a more profound and personal impact on one's established or aspiring career.

"When I'm networking with people, after we get into the 'what do you do?' 'How long have you been doing?' It's kind of like, 'what brings you here?' Depending on that answer alone, also just determine the reaction you're about to get, or the potential opportunities that could come from there," Rose explained to Forbes.

In an industry as dynamic and challenging as entertainment, there is a proven resilience required for Black women to forge paths of distinction and influence. These journeys underscore a collective narrative of overcoming adversity, breaking barriers, and setting new standards of excellence. Despite facing systemic obstacles, these women have not only carved out substantial roles for themselves but have also become beacons of inspiration for others looking to navigate the complexities of the music and entertainment sectors. By championing diversity, advocating for representation, and leveraging their unique perspectives and skills, they contribute significantly to reshaping the landscape of the industry.