He and other Black media and marketing executives agree that a new approach is needed to solve this decades old-problem. But like many systemic inequities, different leaders offer a range of potential solutions. Some, like media mogul Byron Allen, have tackled the challenge through acquisitions and. Others, like media collective and accelerator Group Black, focus on generating direct investment from advertisers.
The idea that Black culture drives global culture is not new. An oft-cited example of this cross-cultural impact is found in hip-hop. The music genre created by Black Americans now influences culture, fashion, language and business globally. More recently, the debate over the AAVE origins of what someas Gen-Z lingo or internet slang highlights that the parts of Black culture that were once on the margins are now in the center.
Bowman considers this approach one that other ethnic media companies and marketing agencies should lean into. He says that demonstrating cross-cultural impact based on audience attitudes and behaviors could not only serve as a solution to the scale problem, but is essential to the survival of minority agencies and media companies.
But neither Bowman nor Edwards let brands and big corporations off the hook. Both executives point to the need for corporate accountability and infrastructure to ensure equitable economic inclusion for minority media companies and agencies.
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