We’re not going to start off with the obvious point of how great it is that an awards show exists to honor Black women; we’re going to start off by commending the fact that BET took this bold platform, started by DJ Beverly Bond, and promoting it via a televised awards show that will air this Sunday.
Black Girls Rock! Inc. was started by Bond to address the negative perceptions of Black women pushed by media as well as mentor and support young Black women. In an interview with The Root, she points to how movies like “Save The Last Dance” undermine the talents of black women in order to apotheosize their non-black counterparts.
“A white girl comes to the school, all of a sudden she is the best dancer and she gets the best guy at the school,” she said. “Someone outside is better than you. That’s not a positive message to send.”
Bond’s commitment to youth is certainly admirable. On a branding level, using such an assertive and direct title for her nonprofit organization is even more impressive. In the “post-racial America,” many shy away from directly targeting specific race and instead appeal to multi-cultural groups and “urban” groups. With Black Girls Rock!, there’s no question as to who Bond is targeting, serving and embracing. Congrats to Bond, BET and Black Girls!
