#0038 How can we all defy gravity? - Lessons from Cynthia Erivo

Hey Loved One,

I hope you’re doing well at the beginning of another week.

My timeline has been inundated with all things Cynthia Erivo as they prepared for the launch of Wicked. Even my eldest went to a special screening in Green-witch (Get it? Their team’s joke not mine) where he saw Cynthia, fellow castmate and old G, Jeff Goldblum, and got the signature of the director, Jon M. Chu. Like we are literally immersed in all things pink and green right now.

If we’re still in a cost of living crisis no one told their marketing budget as they have done everything, everywhere. From lighting up the Arc de Triomphe in pink and green to premiere upon premiere, it feels like no stone has been left unturned to let you know that Wicked has arrived. As someone online commented, it’s every dream budget’ s dream budget.

What has been a thing though is the distinct lack of coverage of Cynthia on the British front pages. Those have been reserved for her co-star Ariana Grande and Black people are calling out the press for their bias. What's been interesting on the flip side is seeing a few Black journalists asking Cynthia about it. Ultimately, she's there to promote her film and cannot upset any factions of the media if she's to have longevity in her career. However, she's responded so gracefully each time she’s asked about it, bringing it back to the importance of the audience seeing themselves in the film despite the press’ choice to omit her.

I’m not surprised about it to be honest - in fact it’s almost boring how we’ve been consistently misrepresented in the press. Whilst change is encouraged I think that it is an example of why we need to build our own platforms and take control of our own narratives. And, in turn, we as a community should make sure we support them through purchasing, bringing business to those platforms and opening doors where we can.

Beyond that, whilst the press still hold some importance, their ability to control the narrative is deeply rivalled by social media and so I’m not concerned about certain factions that dare not to acknowledge her supreme talent. I'm sure given any other circumstance Cynthia would say eff the press but she (and we as a community) still have to play the game - even if we didn’t create it - and acknowledge each other as we navigate the f-ery.

We can also support by going to see the film. Whilst the eldest and I went to see it at the Apollo Victoria like 8 years ago I don’t actually remember the plot so I’ll either sneak off one day during the week to go watch it at the cinema on my own or take the eldest who’s already expressed a desire to see it again.

Ultimately, I hope Cynthia is protecting her peace and genuinely enjoying the tour.

The hustle bit

I think Cynthia has demonstrated a couple of business principles that can be applied to the everyday.

Visual branding is key - Cynthia has stayed true to the essence of Wicked by consistently serving us look after look after look reinforcing the film’s iconography from her choice of clothes all the way to her nails. Each time she gives us a talking point - good or bad - but distinctly connected with the film. You too can do the same with your own ‘audience’ subtly through the choices that you make. Be that the clothes you wear, the types of venues you hold events in, the people you partner with on projects etc. These choices become ‘extras’ to your position as your life’s protagonist, helping you to tell your story the way you want.

The importance of picking your battles - Cynthia’s responses to challenging questions shows that she keeps her eye on the prize and is really discerning when it comes to answering some of the challenging questions. At the end of the day, despite whatever her personal feelings may be, she is in the second phase of her role which is to sell the film to viewers. There are so many times it would be easy to call out people when they are behaving inappropriately but, again, you have to pick your battles and play the long game.

Leveraging your audience - Undoubtably, Ariana Grande has a bigger reach than Cynthia - their Instagram alone is a litmus test with each having 376m and 1.7m followers respectively , however, there's often a feeling of joint billing through their approach in this press tour. Each person has their own audience and they appeal to that. Even if you look at the cast, it is a smorgasbord of protected characteristics truly living up to the phase “there’s something for everyone” in age, race, sexuality. Each cast member will have their own fans that will come out to see them and you as an individual are no different. If you’re partnering on a project whatever the context, make sure you are leveraging those around you to propel things forward. Remember to help people play to their strengths and find ways to manage their areas of improvement for the sake of the project.

What I’m reading

Was pleased to read that friend, colleague and all out press badass Eva Simpson has written an article for The Times Magazine celebrating the Nigerian contingent that are making waves in Britain. The article “It’s not just Kemi Badenoch. Meet the British Nigerian power set” includes a host of talent including my hubby David Olusoga and, of course, Cynthia Erivo. I need to see one of these for Sierra Leoneans please.

Until next time