Queen Latifah is not only a celebrated actress and producer but also a visionary advocate for inclusivity in Hollywood. Her Queen Collective initiative, which she launched in 2018 with Procter & Gamble (P&G), has significantly transformed the entertainment industry by creating valuable opportunities for emerging directors, especially those from underrepresented backgrounds. The program has provided over 300 jobs, with more than 60% of these positions being filled by people of color, an important step in bridging the diversity gap in film and advertising.
Empowering Diverse Voices Through the Queen Collective
At the 2024 ADCOLOR Conference, Queen Latifah discussed how the Queen Collective is making a real difference in Hollywood. Alongside Eric Austin, VP of Marketing & Media Innovation at P&G, and Angelica Matthews, Brand Vice President at P&G, Latifah spoke about the program’s role in fostering economic empowerment and visibility for Black directors and women of color. By opening doors for diverse creators, the initiative is helping ensure that audiences see more authentic stories, which resonates across a broader spectrum of consumers.
“The Queen Collective opens the door to a generation of diverse creators,” Latifah explained. She emphasized the importance of supporting directors who not only tell stories but also have the power to shape crews and talent rosters. By empowering Black filmmakers, the program directly challenges the industry’s longstanding racial and gender disparities.
P&G’s Widen The Screen Initiative Supports Inclusivity
P&G’s partnership with the Queen Collective is part of its larger “Widen the Screen” initiative, which aims to tackle gaps in Black creator representation both in front of and behind the camera. According to P&G’s research, less than 6% of American-made films feature Black directors, writers, or producers. In response, the Widen the Screen platform focuses on providing more opportunities for multicultural creators, with the goal of expanding the media ecosystem and fostering a deeper connection with diverse audiences.
By increasing diversity in advertising and film, P&G and Queen Latifah are paving the way for more accurate portrayals of Black culture and identity. “When a director or writer knows the communities they are trying to reach, it changes everything,” Latifah shared during the discussion, underscoring the importance of authentic storytelling.
Creating Long-Term Opportunities for Black Women and Emerging Directors
Queen Latifah’s involvement in the Queen Collective goes beyond providing job opportunities. She actively mentors the program’s directors, offering them access to the set of her hit show The Equalizer and inviting them to prominent events like the NAACP Image Awards and film festivals such as Sundance and the Martha’s Vineyard African American Film Festival. This hands-on approach helps to cultivate the next generation of storytellers and positions these directors to succeed in a highly competitive industry.
The Queen Collective also fosters mentorship and growth beyond the film set. P&G’s Matthews introduced a mentorship program that helps transition Queen Collective directors into the advertising industry, placing them as directors for major agencies. In its second year, this initiative expanded to offer “Shadowship” opportunities to students from Historically Black Colleges and Universities (HBCUs), further enriching the pipeline of diverse talent.
The Future of Hollywood: A Diverse and Inclusive Creative Landscape
While many Diversity, Equity, and Inclusion (DEI) efforts have seen setbacks in recent years, Queen Latifah and P&G remain hopeful that initiatives like the Queen Collective can serve as a model for change. As brands increasingly recognize the value of diverse talent, programs like the Queen Collective are essential to ensuring that the creative industry reflects the broad spectrum of experiences and stories that make up our world.
For Latifah, the success of the Queen Collective is deeply personal. “I see the talent, and you never know when one of these directors becomes my boss one day,” she said. Her dedication to creating lasting change for Black women and other marginalized groups in Hollywood speaks volumes about her commitment to shaping a more inclusive industry.
