Tis’ the season for Black Nostalgia &Hypocrisy
Wal-Mart’s latest holiday ad starring Nia Long and Larenz Tate taps into pure nostalgia. Recreating the chemistry from their iconic Love Jones roles, the ad features the couple swaying to an Isley Brothers record while their daughter snaps a picture—a warm, festive nod to Black love.
But the timing couldn’t be worse. Just days before, Wal-Mart announced major cuts to its diversity, equity, and inclusion (DEI) programs, including ending racial equity training, reducing supplier diversity efforts, and phasing out its $100 million Center for Racial Equity. Social media was quick to call out the hypocrisy: celebrating Black culture in a commercial while cutting the very programs that support Black communities.
Critics see this as a familiar pattern in corporate America: courting Black dollars with surface-level gestures while quietly rolling back initiatives that address systemic disparities. Wal-Mart’s DEI cuts, combined with the Love Jones ad, highlight a disconnect between the retailer’s public messaging and its internal priorities.
A campaign like this could’ve been a moment to authentically celebrate the Black community. Instead, it feels like performative allyship—offering feel-good nostalgia without the substance to back it up.
What do you think of Wal-Mart’s Love Jones ad in light of its recent decisions?
Our commentary is crafted #ByTheCULTR #4TheCULTR.
MUSTAAAAAARRRD!!
December 2nd, 2024 | CULTR Collective
Kendrick Lamar’s Impact: Authenticity, Memes, and the Thin Line Between Appreciation and ‘Culture Vulturism’
Kendrick Lamar has a way of making the world stop and listen. When his album GNX dropped without warning, it wasn’t just another release—it was an event. Among the many standout moments, one unexpected shout, “MUSTARRRRRD!” on the track “tv off,” has turned into a cultural flashpoint. What started as a shoutout to producer Mustard (formerly DJ Mustard) is now everywhere—memes, tweets, and even corporate ad campaigns.
But this isn’t just another viral moment. It’s a reminder of how Black creativity consistently sets the tone for global culture. As Paul Mooney once said, “The Black man in America is the most copied man on this planet, bar none. Everybody wanna be a n*gga, but nobody wanna be a n*gga.” Lamar’s raw, joyful exclamation has become a marketing goldmine, with brands like Heinz and McDonald’s jumping on the trend. Heinz erected a billboard linking its mustard to the viral moment, while McDonald’s shared a social post featuring its honey mustard sauce, both aiming to capitalize off of Lamar’s moment.
This pattern is nothing new: an authentic moment emerges from Black culture, and the world races to mimic it. Kendrick’s ability to create these moments without losing himself is what sets him apart.
The brands hopping on the “Mustaaaarrrd!” trend aren’t just recognizing a funny moment—they’re trying to align themselves with Kendrick’s cultural influence. But if they want to do more than just profit from the moment, they should consider ways to genuinely engage with the culture that made it possible. That could mean amplifying Black voices, supporting emerging artists, or investing in the communities whose creativity inspires their campaigns.
As the internet shouts “MUSTAAARRRD!” and debates rage over diss tracks, one thing remains clear: Kendrick Lamar is not just the G.O.A.T. to his fans—he’s a living testament to the power of Black creativity to shape, influence, and define the culture.
Our commentary is crafted #ByTheCULTR #4TheCULTR.
Purpose & Perseverance
OUR FOUNDER | Jillian Lofton
Perseverance & Purpose: Building CULTR Collective on My Own Terms
In 2023, I was impacted by the mass layoffs in the media industry. Instead of letting it define me, I leaned into my purpose—using my creativity and 15 years of experience to elevate brands and creatives in a real, authentic way.
That’s how CULTR Collective was born—a space to offer strategic services while creating a platform to empower artists, creators, and business owners with impactful, informative content and tools to enhance and monetize their brands.
Building Our Own Table
It's no secret that Black creators are the backbone of the media & entertainment industry and drivers of the economy. We set the trends and we create the culture. However, we are rarely fairly compensated for what we bring to the table. Too many talented people are used to “diversify” the roster, be a face in a campaign, or a moment in a brand’s timeline, and that’s it. With that in mind, I had a choice: go back to an industry that overlooks our work and contributions, or build something that truly honors and values us the way we deserve. CULTR Collective was born out of love—for our stories, our people, and our talents. This labor of love is about creating a space where we can create, brand, and market ourselves with the respect we deserve.
Betting on Myself
(While the Rent Is Due)
Entrepreneurship demands a lot of long nights, weekends, and financial struggles. The bills don’t pause when you’re following your dreams. Nevertheless, betting on myself was the only option. Some days I wondered if I was out of my mind for choosing me. The industry had shown me what it thought I was worth, and I knew I was meant for more. Each campaign we’ve launched, each creator we’ve partnered with—every single win reminds me why I started CULTR Collective. It’s all confirmation that I made the right move.
Mental Health in the Hustle
If there’s one thing I had to learn fast, it’s that burnout is real and that “grind culture” will have you losing your mind if you let it. Setting boundaries is essential. I had to start taking breaks, checking in with myself, and prioritizing my own wellness. I can’t be what CULTR Collective needs if while running on fumes, so I am learning to press pause, put the phone on silent, and take time to just breathe. As a Black entrepreneur, witnessing what’s going on in this country is exhausting and confirmation of why CULTR Collective is necessary: to build something that stands up in the face of it all, something that makes room for us and doesn’t ask us to shrink to fit their standards.
It Takes a Village
CULTR Collective wouldn’t be possible without the invaluable support of family, friends, mentors, and colleagues who helped bring this dream to life. Sometimes, one conversation, an uplifting text message, a reminder of the bigger picture, is enough to keep you going. That’s the core of CULTR Collective—a community where we uplift each other, collaborate, and build something meaningful together. Asking for help doesn’t make you weak; it makes you wise. And it’s made me a stronger leader.
It's UP!
Beyond our services, CULTR Collective is building a hub for Black and brown creatives, entrepreneurs, and leaders who want to connect, collaborate, and grow. We’re creating a community where our people can find like-minded talent, share stories, and build genuine networks that last beyond a single project.
As we close out the year, we want to celebrate the amazing brands, business owners, and creators we’ve had the honor of working with, along with the dedicated team that makes CULTR Collective possible. You are the reason we’re here, and you’re why we’ll keep moving forward. Thank you to everyone who has supported, partnered with, and encouraged us—this journey wouldn’t be possible without you.
Join the Collective
Welcome to CULTR Collective, the intersection of Creativity, Unity, Leadership, Technology & Representation. We are a thoughtfully curated community aiming to amplify stories and perspectives often sidelined and overshadowed by mainstream media. According to a 2023 Nielsen study, Black "lifestyle" creators performed 10.5 times better than their non-Black counterparts, 6.7 times better in gaming and eSports, and 1.6 times better in fashion. However, despite our impact and cultural influence, for every dollar earned by their white counterparts, Black influencers receive only 65 cents.
Because of this, our mission is to empower artists, creators, and business owners with impactful content and services to enhance and monetize their brands
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Our content is created #ByTheCULTR #4TheCULTR