Juneteenth: Pop Culture's Role in Honoring History and Inspiring Change

Happy Juneteenth! As a national holiday that is only three years old, I'm still learning to understand better the importance of this date in history and its relevance to today's society. 

I was fortunate to grow up in Highland Park, a suburb of Dallas - a privileged and primarily white neighborhood in Texas. I loved my history classes, and Juneteenth was undoubtedly mentioned along with my lessons on how Spanish colonization introduced slavery, stories of abolitionists like Harriet Tubman and Frederick Douglass, the Civil War, and Lincoln's signing of the Emancipation Proclamation. 

However much I learned and was fascinated by that time in history, and the stories in books were vividly told with tales of adventure, it still never really hit home. It was history and fascinating - but still a story. 

I knew racism existed, and I certainly saw it in real life growing up in Texas in the 1970s and 80s, but I didn't understand that it was tied to days of slavery. I really didn't understand racism at all then. People to me were just people, not skin colors. But I was a white kid, and the reality is that Juneteenth and the actual abolishment of slavery, in general, were in no way as impactful to me or the vast majority of my classmates as they would have been had we been Black. Slavery was a story I thought I understood. Still, it took the summer of 2020, with the Black Lives Matter movement taking center stage, to realize how much I did not know and gain at least a bit of a better understanding of what this day today in history actually meant - and means now - to so many people. I know I'm not alone in my learning curve. And I know I still don't truly get it and never will. All I can do is try.

Its Historical Significance

Juneteenth, also known as Freedom Day or Emancipation Day, commemorates the emancipation of enslaved African Americans in the United States. In 1865 on June 19, Union General Gordon Granger arrived in Galveston, Texas, to deliver the news to the very last Confederate community of enslaved Americans that all enslaved individuals were now free - and had been for more than two years. Texas was, well, a bit of a rebellious state. It still is. So while some historians suggest that poor communication caused the delay, others have shared that they believe that Texan slave owners purposely withheld the information.

On that fateful date 158 years ago, overnight, 250,000 enslaved people were freed - and that day, June 19th, was the first time all Americans were genuinely independent.

Juneteenth and Pop Culture

Long before the day became a national holiday, Juneteenth provided inspiration and reflection for artists, entertainers, and media creators. The representation of Juneteenth in popular media is product placement - and it helps solidify its place in contemporary culture, encouraging viewers to engage with the holiday, learn its history, and participate in celebrations.

Pop culture has played a vital role in driving Juneteenth awareness and celebrations. Through mediums such as music, film, television, and digital platforms, conversations have been sparked, audiences educated, and meaningful engagement about the day, what it means, and why it matters has resulted. By amplifying awareness and fostering recognition, pop culture has contributed to the transformation of Juneteenth into a vibrant, widely celebrated occasion and a national holiday.

The significance of Juneteenth is reflected in various forms of art, literature, music, and film that explore themes of freedom, identity, and the ongoing struggle for racial equality.

Music as a Catalyst

One of the most impactful ways pop culture has influenced Juneteenth celebrations is through music. Artists across genres have used their platforms to uplift the holiday and shed light on its historical importance. From soulful melodies to powerful lyrics, music has become a catalyst for educating, inspiring, and fostering unity.

Musicians have created Juneteenth-themed playlists, released special songs, and curated concerts and festivals dedicated to the holiday. These events provide spaces for reflection, commemoration, and celebration of Black culture and history. By infusing Juneteenth into their music, artists have helped propel the holiday into the mainstream consciousness, ensuring its continued recognition and resonance.

Artists like Beyoncé, Kendrick Lamar, and Anderson .Paak have used their platforms to highlight the importance of Juneteenth through their music. Their powerful lyrics and performances often pay homage to the struggles faced by African Americans throughout history and celebrate the strength, resilience, and triumphs of the Black community.

Representation in Film and Television

Another significant influence of pop culture on Juneteenth celebrations is evident in film and television. The entertainment industry has produced impactful works highlighting the Black community's struggles, resilience, and triumphs, shedding light on the historical context of Juneteenth and its relevance today.

Through films like "Juneteenth," "Black Art: In the Absence of Light," and "Summer of Soul (…Or, When the Revolution Could Not Be Televised)," stories related to the holiday and the African American experience have reached wider audiences. Films like "Selma," "12 Years a Slave," and "Harriet" have shed light on the painful history of slavery and the fight for freedom. 

Television series like "Black-ish," "Atlanta," and "Dear White People" have incorporated Juneteenth narratives, sparking conversations and fostering a greater understanding of its significance. While series including "Watchmen" and "Lovecraft Country" have explored the lasting impact of systemic racism on society and sparked meaningful conversations about the Black experience.

Literature + Journalism

Authors like Toni Morrison (incredible writer, I'm so lucky to have studied her work in college - read Beloved), Ta-Nehisi Coates, and Jesmyn Ward have crafted profound narratives that explore the African American experience, including the legacy of slavery and the ongoing pursuit of justice.

Their works have received critical acclaim and have contributed to a deeper understanding of the significance of Juneteenth.

Influence and Inspiration for Celebrations

Pop culture's influence on Juneteenth celebrations extends far beyond artistic mediums. It has inspired diverse forms of commemoration and community engagement. From parades, concerts, and art exhibitions to educational workshops, panel discussions, and community service activities, people have found innovative ways to celebrate the holiday, embracing its historical significance while infusing it with contemporary expressions of culture and activism.

Through creative approaches and the integration of pop culture elements, Juneteenth celebrations have evolved into vibrant and inclusive events that foster unity, raise awareness, and honor the legacy of African Americans.

Social Media and Digital Activism

Social media platforms have become powerful tools for spreading awareness and facilitating discussions about Juneteenth. Hashtags like #Juneteenth, #FreedomDay, and #EmancipationDay allow users to share their experiences, historical insights, and reflections on the holiday's significance.

Digital activism has played a crucial role in amplifying Juneteenth celebrations. Online campaigns, educational resources, and digital art projects have emerged, contributing to the widespread recognition of the holiday. Influencers, activists, and organizations have utilized their online presence to promote Juneteenth events, initiatives, and fundraisers, fostering a sense of community and encouraging active participation.

So What Do Brands Need To Know?

Brands have a meaningful role in celebrating Juneteenth, but they need to approach it with thoughtfulness, respect, and authenticity.

 Here are ten ways brands can contribute positively to Juneteenth celebrations: 

1. Educate and raise awareness: Brands can use their platforms to educate their audience about Juneteenth's historical significance and its relevance today. Sharing informative content, historical facts, and personal stories can help raise awareness and promote a deeper understanding of the holiday.
2. Amplify Black voices: Brands can use their influence to uplift and amplify the voices of Black creators, artists, activists, and community leaders. Collaborating with Black-owned businesses, featuring Black influencers, or showcasing Black artists' work can help create opportunities for representation and empowerment.
3. Support Black initiatives: Brands can demonstrate their commitment to racial equity by supporting Black-led initiatives, organizations, and community projects. This could involve donating proceeds to relevant causes, partnering with non-profit organizations, or participating in local Juneteenth events.
4. Authentic representation in marketing: Brands should ensure that their marketing and advertising campaigns authentically represent the Black community and its diverse experiences. Avoid tokenism or using stereotypes, and instead strive for inclusive and genuine storytelling that reflects the lived realities of Black individuals.
5. Internal commitment and accountability: Brands should examine their internal practices and commit to fostering diversity, equity, and inclusion within their organizations. This includes hiring practices, supplier diversity, and creating safe and inclusive work environments. 
6. Performative actions: Brands should avoid simple gestures or one-time campaigns that capitalize on the trend without genuinely committing to racial justice. Meaningful engagement requires ongoing efforts beyond a single event or campaign. See #10. 
7. Appropriation or commodification: Appropriation is a hot-button topic in general, and brands must continue to be cautious not to appropriate or commodify Juneteenth. It is essential to approach the holiday respectfully and avoid using it solely for profit-driven motives. Celebrations should be rooted in understanding, empathy, and support for the Black community. Brands should avoid creating any product for profit that does not go back to supporting Blacks. I am shouting this from the rooftops - don't have your brand canceled. Add a charity element to whatever you are doing to benefit someone else.
8. Lack of diversity in decision-making: Brands should ensure that decision-making processes include diverse perspectives and voices. It is crucial to have representation and inclusion at all levels of the organization to avoid perpetuating biases or overlooking essential considerations. You don't want to trend in social feeds by overlooking something really obvious and glaringly uncomfortable.
9. Ignoring feedback and criticism: Brands should be open to feedback and willing to learn from their mistakes. If there are any concerns or complaints regarding Juneteenth-related initiatives, listening, engaging in dialogue, and taking appropriate actions to address shortcomings are essential. The reality is - your brand might not get it totally right. And that is ok. 
10. Long-term commitment: Brands should recognize that the celebration of Juneteenth should not be limited to a single day. Demonstrate a long-term commitment to racial equity by integrating Juneteenth-related themes and initiatives into ongoing diversity, equity, and inclusion efforts. This ensures that the celebration of Juneteenth becomes integral to brand values and actions throughout the year. Start thinking year-long versus just MLK day or Juneteenth. Instead of making it a day, week or month-long initiative - consider your plans for the year.

Celebrating Juneteenth Today

Juneteenth serves as a day of education, reflection, and celebration of the day in our country's history when all Americans became freed - 89 years after the rest of the country considered themselves freed after removing the country from British rule on July 4th.

 This is a day to recognize the progress made while acknowledging the work that still needs to be done to achieve racial equity. It's an important topic, and I hope your team is engaging in meaningful discussions around it. 

Partnerships Help You Be Authentic

I hear from brand marketers frequently that they are concerned about the risk of doing anything sometimes, whether with LGBTQ+, Black, or other minorities, for fear of cancel culture and messing up. So they would rather do nothing. That's not the answer. Being authentic is a requirement - and it can be hard to find ways to be so if your brand has no tangible tie or alignment.

Product placement and co-branded campaigns with movies, music and TV shows are a great way to build authentic campaigns where your brand is taking less risk by leveraging a partner. Black collaborators have tremendous power to drive trends and build brands. 

Cancel culture is extreme. It exists. It's scary. Look at Bud Light. But if your intent is good, and you keep in mind the above bullets (and don't backstep like Bud Light did) taking a step forward to support is all you need to initially do. And then... take another step. As you create more partnerships within the Black pop culture community, you will soon become a brand that truly does support - authentically.

Happy Juneteenth!