Eunique Jones Gibson On Celebrating Black Culture While Creating Space For Black Joy
Growing up, Eunique Jones Gibson didn't have to look far for positive imagery that reflected who she was and where she came from. At a young age, Eunique's parents wasted no time instilling the importance of self-love and embracing the richness of Black culture. From her father's afrocentric, Cross Colours-based style to seeing herself through the lens of Lena James, Jada Pinkett's confident persona on A Different World, Eunique's surroundings began to paint a colorful portrait of the worlds that true representation could form. She points out, "That was my entryway into really embracing the culture and understanding the power of who we are and being critical of false narratives." It's no wonder that her work in representation through entertainment and media no less found her.
Early out in her career, the power to influence through advertisement served as a compass to direct her career pursuits, "When people used to ask me what I wanted to do that, I always said I wanted to influence decisions in 30 seconds or less. Because that's what commercials do." But for Eunique, the power to influence doesn't stop after the commercial ends, true impact transcends fleeting attention spans and viral moments that evaporate within the vapor of a swipe or click.
Photo by: Eunique Jones Gibson and Ashleigh Bing
The creative-entrepreneur proved this to be true, most noticeably through her Because of Them We Can campaign and instant-classic game, Culture Tags. In creating her Because of Them We Can campaign in 2013, Eunique recognized that Black History Month was in need of revitalization, "I wanted to refresh it, make it youthful, engaging, and inspiring. I saw the opportunity to do that through photographs and eventually to evolve it from that point." As the campaign grew in online popularity and potency, it garnered the attention of prominent figures like Oprah Winfrey to Kerry Washington, "I thought it was going to be a 28-day campaign, but I also realized that in order to be true to what I was trying to prove — which was that we need to reimage Black History, I had to lead by example."
The example that Eunique continues to set is one that's rooted in her mission to celebrate culture and community through the highest form of resistance: Black Joy. Her new game, Culture Tags, has served as an instrument for joy as many have looked for a delightful escape in the midst of quarantine. Restoring play and festivity back into our households, Culture Tags continues to find new life as outside reopens, guaranteeing to be the life of any cookout or rooftop party where the game makes an appearance. "As Black people, we've gone through and continue to go through so much as a community that oftentimes joy is all we have to look forward to. It's up to us to preserve it, protect it, and create the space for it."
xoNecole: Your project “Because Of Them We Can,” garnered viral success with the images that you shared of young Black children portraying notable Black figures. You mentioned once that you “wanted to refresh Black History,” could you tell us about that mission to refresh/reimagine Black History and how that’s evolved today?
Eunique Jones Gibson: When I started the campaign in 2013, I didn't see a captivating push that made Black History interesting and exciting and something that wasn't just Black and white photos. Black History was relegated to the narrative that in order to make history or be a figure or a person who could be acknowledged in Black History, it was a typical lineup of individuals that we learned about in school but it didn't expand beyond those individuals. It also typically ended up revolving around individuals who, when we talk about Black History Month, were older or people who were deceased and we know that Black History is constantly being made. It's always taking place, it's taking place right now as I'm talking to you.
I wanted to do something that would make it interesting to learn about figures throughout history that paved that way by refreshing those images and allowing folks to see them through the eyes of a child. Because then, you become a little more interested in the story and the individual beyond your bias or what you may think based on what you've heard or haven't heard.
Photo by: Eunique Jones Gibson and Ashleigh Bing
Because of all the success that you did receive from that campaign, was there anything that surprised you about the feedback you received or the response in general from your community?
I think at the time what really surprised me was the fact that people wanted it to continue beyond Black History Month. It was almost as if it became my responsibility to keep it going. I had started something bigger than what I had initially thought it was. I thought it was going to be a 28-day campaign, but I also realized that in order to be true to what I was trying to prove, which was that we need to reimagine Black History, I had to lead by example. I don't think I expected it when I launched it and I certainly didn't expect to be eight years later to still be building upon that foundation.
Your game, Culture Tags, is one of the hottest new games for us. What inspired the creation of Culture Tags?
We are a big entertainment family; we love game nights and it really just dawned on me at some point that we needed more games! We needed more options that were rooted in our culture. Not games that we can play because we understand the rules and because they're fun, but games we can play because they bring back the nostalgia and excitement because we know that it was made with us in mind.
The inspiration behind Culture Tags is that same inspiration behind all of my work: it's to celebrate culture and community and to make sure we are represented. I started to think about it back in 2019. One day, I was online and saw a really long abbreviation or acronym and all these people were commenting, "Why do I know what this means?" I was definitely in that same group where I was like, "Yo, this is wild, I know what this says!" I've tried to train my mind to see the opportunities beyond what's on the surface, I immediately said, this is a game!
Courtesy of: Eunique Jones Gibson
Your agency, Culture Brands, has recently been tapped to become Hyundai’s African American agency of record. Why do you think it’s important for big brands to tap firms and agencies that are actually of the culture, especially when it comes to portraying our images in advertisements?
Because we exist. We live it, we eat it, we breathe it. It isn't something that we have to study, it's something that we innately know. In order for brands to portray an authentic representation of their customer base when they are targeting Black folks, they should have experts at the table who can present an authentic story and picture. You can't do that when you are not of the culture.
There are certain things that you will miss, certain things that you will overlook, and that will never enter the conversation because you don't have that first-hand knowledge. You have to bring in people who eat, sleep, and breathe it — and people who can respect it. It's one thing to create culturally relevant content but the content also has to be responsible; it can't be exploitative.
Someone who is of the culture should know how to ensure that we are represented without allowing a brand to co-op the culture or present themselves as a culture vulture. There has to be people at the table with a voice to guide in that direction. A lot of times you have people who are in the room but are not at the table or people who are at the table but don't have a voice, or if they have a voice, no one is listening. We have to make sure that when brands invite multicultural or African-American companies to the table, that they are ready to listen and learn and to implicate the learnings and expertise that these agencies are offering.
"It's one thing to create culturally relevant content but the content also has to be responsible; it can't be exploitative. Someone who is of the culture should know how to ensure that we are represented without allowing a brand to co-op the culture or present themselves as a culture vulture."
I was listening to your interview on Luuvie’s IG Live and one of the things that really resonated was when you shared, “You’ve got to trust your vision. People steal ideas all day, but you can not steal a vision.” In your eyes, what is the difference between an idea and a vision?
Ideas come and go, and oftentimes they are inspired by a need. They are inspired by the environment and things that are happening around us but I think that the difference between an idea and a vision is that a vision makes the idea scaleable. A vision makes the idea sustainable; and gives [the vision] value and validates it beyond that moment. And it gives you direction. It helps to guide the direction that you move in. Oftentimes your ideas may change, but they should back into your vision.
Beyond that, I also don't think it's a good idea to fall in love with your ideas. I think you can execute them and like them, but you should not fall in love with them. You should commit yourself to whatever your anticipated goal is: fall in love with the goal, not with the idea that might get you there because that idea can shift, but if you commit to the goal, you might see that there are multiple ways to get there. Which is why you have to anchor yourself in the vision.
"A lot of times you have people who are in the room but are not at the table or people who are at the table but don't have a voice, or if they have a voice, no one is listening."
Something that many creatives may experience along their journey is analysis paralysis in not really knowing where to start with their ideas. What advice would you give to someone who may be sitting on an idea or hesitant to take a leap into their dreams?
I always say, "Date your dreams." A lot of times you can look at an idea as a dream or something that you want to execute or explore and I think you have to date it and spend time with it. You have to obsess over it, analyze it from different angles, poke holes in it. What's good about this, what's bad about it? What makes sense, what makes this crazy? You date it.
I also think you have to be willing to bet on yourself. After you've gone through that process, if you've come out on the other side, you've got to be willing to fail. If you're not willing to fail, then you will never try. If you're willing to fail, then you can take the risk to move forward with the idea understanding that if you failed, you really just learned.
Photo by: Eunique Jones Gibson and Ashleigh Bing
"Mistakes happen for us to patch the holes, to ensure that our baskets stay full once the blessings start coming in."
What’s something that felt like a mistake in the moment, but turned out to be a pivotal lesson for you along your journey?
I've had multiple moments like that. My mentor tells me, sometimes the thing that feels horrible that we lament over because they happened to us, really happened for us. He likened it to medicine that tastes horrible but at the end of the day, it does us some good. I think it can only do us good if we maintain the perspective that it's all an opportunity to learn and improve and not make the same mistakes that we made before because we are more informed this time.
Failure has been a consistent part of my process and they have been big and small, and costly - whether it's cost me money or peace of mind, they are not inexpensive! But I have learned from each one of them to ensure that I do not make the same mistake again. Mistakes happen for us to patch the holes, to endure that our baskets stay full once the blessings start coming in.
For more of Eunique, follow her on Instagram.
Featured image courtesy of Eunique Jones Gibson
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Aley Arion is a writer and digital storyteller from the South, currently living in sunny Los Angeles. Her site, yagirlaley.com, serves as a digital diary to document personal essays, cultural commentary, and her insights into the Black Millennial experience. Follow her at @yagirlaley on all platforms!
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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We Need To Talk About The Current State Of Black Cinema
In the last decade, Black cinema has seen a revival like no other, thanks to writers and directors Jordan Peele, Barry Jenkins, and Ava DuVernay. Through their narratives, we have been enamored with Black stories of normalcy and horror that have captivated audiences and shown exactly what narratives are deserved and desired by Black viewers. Nevertheless, the current state of Black films still has some ways to go, and can easily accomplish the next stage of its reemergence if it considers the genres where representation is still lacking.
For years, Black audience members have been treated like they're secondary, forced to enjoy the experiences of their white counterparts as if they were sidekicks to their journey instead of walking in their shoes.
On the heels of his Oscar win for "Best Screenplay" for the 2023 comedy/drama American Fiction, first-time director Cord Jefferson shared his perspective on the narrow view of Black characters on-screen and why there's a need for diversity in the Black stories we choose to tell in film. "There is an appetite for things that are different and a story with Black characters that’s going to appeal to a lot of people," Cord explained. "[Black films don’t] need to take place on a plantation, they don’t need to take place in the projects. It doesn’t need to have drug dealers in it and doesn’t need to have gang members in it. There’s an audience and market for depictions of Black life that are as broad and as deep as any other depictions of people’s lives."
Now, as Black cinema continues to grow, they must challenge themselves to create tales that reflect the Black experience beyond the narratives of racism, slavery, and segregation. Instead of creating more window-filled films, where we must peek into the lives of others in hopes of seeing ourselves, it is imperative the new films provide mirrors for Black audiences to finally see themselves as worthy of romance, levity, fantasy, action, and time.
The art we create must challenge Black cinema as they know it to create the Black movies that should have always been. Here's how:
Black Cinema Needs More Romance and Romantic Comedies
Black cinema deserves whirlwind romances with tenderness, complexity, kindness, erraticness, playfulness, and compassion.
Instead of being the second-hand side quest to a tale filled with hardship and misery, Black romantic stories should be placed center stage with intentionality and eloquent execution. It is important that Black romantic comedies be recreated with the same gusto they did in the early 2000s for white romantic comedies, with narratives that are better than the ones we idealize today. In these new narratives, Black romance must show that Black men can be whole and Black women can be easy to love. It is also essential to show that love can be held by same-sex couples.
In Black films, our love needs levity. It needs warmth. It needs nurture, and it needs to come in abundance so that we have examples of more than one way to love. Because at this moment, the only narrative we have been given on Black love comes from that of sadness and grief. Love that requires one or both parties be broken and bruised and bleeding all over the other to the point that hate and self-loathing breed a love like one has never known. This narrative is overplayed, and even more so, it is cruel in creating a falsehood that everything black must be birthed from sorrow.
Take Love & Basketball, the romance/drama, for example, which many consider to be the pinnacle of Black love. I don't need to tell you why because there are a thousand and one comments and videos on how everyone tries to defend this romance. Instead, I’ll tell you why it is not. Their romance is toxic. Simple as that. It’s cultural and controversial, so I won’t go too much into detail, and if I need to, we can have a separate article for that. But the relationship is toxic, and there are moments when both Monica and Q are giving nothing, but expecting everything.
Omar Epps and Sanaa Lathan in 'Love & Basketball'
They never truly learn how to love one another properly and justify their bad examples of love on what they experienced in the past (read "generational trauma"). Though that could be the reason, it did not justify the ultimate outcome. And though some of us might have felt seen by a story like this, especially in our own imperfect love and dating experiences, the Black experience is not a monolith, and it does not represent the healthy love we now seek to cultivate in our lives.
Plus, with such an emphasis placed on films that are dramas, there is a focus on the struggle, whether it be life or love. Paving the way to see ourselves in more films as romantic leads that offer levity, like a romantic comedy, is a welcomed change to the moving and culturally impactful stories we see. When we think of Black romantic comedies of yesteryear, actresses like Queen Latifah and even Gabrielle Union come to mind, but since the early 2000s, we haven't seen nearly as much traction in the world of romantic comedies overall, but especially ones that feature Black leads with Black love interests.
When Black romance stories are made, love should be given to the characters as a gift, not a sentencing. It should unravel beautifully, and the characters and their romance should be cherished. Their love should be watered, tended, and filled with so much beauty the gods themselves cry.
Kofi Siriboe and Jade Eshete in 'Really Love'
Netflix
Black Cinema Needs More Sci-Fi and Fantasy
In the last three decades, we have seen films about a boy who flew across the sky because of the alien he carried in his bicycle basket, objects that have come to life to tell children stories, vampires who glitter in the sun, and children who can visit a magical world by running through brick walls. Yet, you’re still telling me that our imaginations cannot expand far enough to see all this done with characters who are Black? Ridiculous. Pure absurdity. There needs to be more moments of wonderment and amazement in Black cinema.
There needs to be realms that children and adults can escape into when the reality of institutions becomes too much to bear or rationalize. We shouldn’t be thankful that white stories change characters into Black ones so that we can travel along and hope to experience the same sense of wonder as our white counterparts.
Instead, we should have stories that were made for Black characters to travel freely and happily escape the challenges faced in our society. We need realms where we fit perfectly in and can be just as magical and enchanting as we’ve always been.
Black Cinema Needs More Action and Thrillers
Last year, the Times wrote an article focusing on the influence of Richard Rountree's Shaft on the Black action hero narrative. In this article, the writer listed eight movies that were essential to watch that held Black leads as action heroes. Unfortunately, the majority of these movies listed came from the 1900s, with very few films featuring Black action leads in the 2000s or later.
Recently, Amazon Prime released their version ofMr. and Mrs. Smith, where Donald Glover has the chance of being the infamous spy that stole our hearts in 2005. In this, he is the same, charismatic character that he always portrays, with a little more action and thrill than we have associated with him before. Although the show has its flaws, Glover as an action hero makes for an entertaining watch and an interesting take on what it would mean to be a Black spy during moments where blending in in white spaces is essential.
Donald Glover starring in 'Mr. & Mrs. Smith' (2024)
Prime Video
On the other hand, we have Michael B. Jordan, who finds himself in action and thrillers where he is either the villain (Black Panther), anti-hero(Creed), or reluctant, and controversial savior (Without Remorse). In his films, he shows how Black characters can be both the hero and the villain simultaneously based on circumstances and unfortunate interactions with institutions that he has sworn to protect and have sworn to protect him. And of course, we cannot forget about the action films Samuel L. Jackson has starred in, including a revival of the aforementioned Shaft in the 2000s.
However, despite the list of Black actors above, the film industry still lacks tremendously in the Black action protagonist department. Despite its need, we rarely see Black actors allotted the opportunity to run from exploding buildings like Tom Cruise in any Mission Impossible film or the ability to hunt down the kidnappers of various Black girls taken from their father's home, as Liam Neeson does in Taken.
To enhance Black cinema, the industry needs to consider making Black characters the hero of their own stories, and for their own people. These action films must be just as outlandish and enticing as the action films made before, without a greater chance of a happy ending and outcome. Now that the action and thriller genre is looking for a revival, it is wise to consider using Black people as the heroes they've always been and rarely recognized as.
Black Cinema Needs More Black Period Pieces (outside of slavery and segregation)
The last thing we need is another damn story rotted in our nation’s mistreatment of Black people. Don’t get me wrong, I’m not saying that these stories are not important. I am just saying it is the last damn thing that we need. Why? Because we already have 101 Dalmatians worth of these, and we don’t need more. If you want a period piece on slavery and segregation, watch 12 Years a Slave or Harriet, or Birth of a Nation, or Emancipation, or Antebellum, or Hidden Figures, or Freedom, or Remember the Titans, or Emperor, or….you get the point. There are plenty of movies about Black people and our centuries’ worth of hardship.
However, our stories are more than this, and there are moments in history that I believe fiction writers can integrate Black people and their experiences without making slavery and segregation stand in the forefront; think series likeBridgertonor Queen Charlotte.
India Ria Amarteifio as Queen Charlotte in 'Queeen Charlotte: A Bridgerton Story'
Netflix
Hell, take Lovecraft Country, for example. This story acknowledged racism, segregation, and mistreatment of Black people. However, the narratives given to the characters in this period piece were so complex and intricate, that the last thing they worried about was racism itself. In a world where monsters are rooted at every corner, the societal pressures of segregation are in the back of their minds.
Though they still dealt with moments relating to racism, their character’s experiences weren’t based only on it. The only time it was was when they were around white characters, and outside of it, they were well-rounded characters who experienced life as it was, most importantly outside of the box society tries to fit them in. This needs to happen, again. I want stories where Black people speak in modern English, walking around their big ass gardens in dolly, vintage, and cottage-core dresses, and pleated pants with suspenders.
We need stories in history where Black people can exist outside of the white historical lens.
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Featured image via Giphy