Breaking Barriers in Entertainment and Advertising
Queen Latifah is transforming Hollywood’s landscape through her groundbreaking Queen Collective initiative. Since 2018, the program has created over 300 jobs for emerging directors, with more than 60% coming from diverse backgrounds.
Her vision extends beyond job creation. “Directors are decision-makers who build crews and talent rosters,” Latifah explained at the 2024 ADCOLOR Conference. By widening opportunities for Black directors, she aims to open doors for a new generation of creators.
Confronting Hollywood’s Diversity Challenge
The numbers paint a stark picture of representation in entertainment. Less than 6% of writers, directors, and producers in American-made films are Black. Even more telling, two-thirds of Black individuals feel their culture is not authentically represented on screen.
Procter & Gamble’s Eric Austin highlights the broader impact: “As we Widen The Screen, we Widen Our View and our reach by broadening the spectrum of images, voices, and stories we tell.”
Mentorship and Real-World Opportunities
Queen Latifah’s hands-on approach sets the Queen Collective apart. She provides directors access to her TV show “The Equalizer”, takes them to award shows, and introduces them to film festivals like Sundance.
P&G has amplified this approach by creating a mentorship program that transitions Queen Collective directors into the advertising industry. They’ve even expanded to provide “Shadowship” opportunities for historically Black college and university (HBCU) students.
Economic and Creative Empowerment
The initiative isn’t just about representation—it’s a significant business opportunity. Austin notes that effectively engaging diverse creators represents a potential $10 billion market opportunity.
A prime example is an Old Spice ad campaign featuring comedian Deon Cole, directed by a Black female director. The campaign significantly boosted brand awareness and relatability across diverse audiences.
A Vision for Lasting Change
Despite setbacks in diversity, equity, and inclusion (DEI) efforts, Queen Latifah remains optimistic. “When a director or writer authentically knows the communities they’re trying to reach – it changes everything,” she emphasized.
The Queen Collective stands as a beacon of hope, proving that inclusivity can drive both creative excellence and business success.
