Bringing Intersectional Marketing to Sony

I collaborated with Sony as the Vice President of their multicultural publicity and marketing agency of record. In 2018, I was working to connect with the African American domestic audience and make the campaign for one of their films resonate with them. I attended meetings at Sony's office frequently, and during that time, I had positive and productive conversations with various executives about the lens of intersectionality as it relates to marketing campaigns. I was honored to be asked to join the Sony Pictures Entertainment (SPE) marketing team and I was thrilled to bring my years of experience to the studio setting. When I joined SPE, I had a long term goal of expanding my role to contribute to internal and external initiatives beyond marketing projects. I aimed to provide different perspectives to marketing teams in research, media, creative and publicity while exploring new possibilities for all our films. During my first few weeks, I was able to connect with various group companies inside Sony, such as television, gaming, and animation, because they recognized the importance of this role. It is rewarding to work in partnership with all these different teams.

It is exciting to be one of the first in the industry to have this type of role.

Collaborating from Script to Screen

When I receive a script, I aim to enhance the story and consider all aspects that lean into particular audiences and strategize on how to best amplify the themes presented. Stories are universal, and the more specific they are, the more relatable they can be. It is incredible how many people can relate to similar experiences regardless of who's telling the story. Our initiatives include LGBTQ, the disability community, and African American, U.S Hispanic, Asian American audiences, and so on. We also work closely with the field teams with expertise in specific markets to achieve our marketing goals. They help us develop effective strategies to increase awareness and help us deliver an authentic message that resonates with our audiences and translates into intent. When I first started, I wasn’t aware of this role across the film entertainment landscape. Using intersectionality as a marketing tactic made my role unique. However, over the past five years, I have heard the term intersectionality more frequently in discussions, and it is becoming more of a standard practice. It is exciting to be one of the first in the industry to have this type of role, and I hope it can be a source of pride for Sony.

I hope diversity and inclusion become part of everyone's process without being explicitly brought to their attention.

Diversity is Normalcy

Over the past decade, our society has made significant progress in embracing diversity and inclusion. Thanks to the dedicated efforts and initiatives of Sony’s extraordinary Diversity, Equity and Inclusion team, led by Paul Martin. They have created resources for every group imaginable, providing guidance and ensuring our content is vetted through a strenuous process. It is essential to remember that pursuing diversity is not just the right thing to do; it's also a profitable business imperative, with nearly 40% of box-office revenue coming from people of color. It is crucial to create content that appeals to a broad audience and makes them feel included. We should always lean in and focus on making traditionally underrepresented audiences an integral part of our marketing strategy. Ultimately, this role that I hold here will one day simply be referred to as general marketing, as all teams to consider diversity and inclusion an inherent part of their work. The actress Issa Rae once said something that perfectly captures my thoughts on diversity and inclusion: "Another word for diversity and inclusion is normal." I couldn't agree more. In today's world, it is normal to be inclusive and center the perspectives of multiple groups. We are already living in a diverse world, so when we talk about diversity, what are we comparing it to? Instead, we should be focused on inclusion and listening to everyone's voices. If we can all work together to make diversity the norm, then we will have achieved our goal.

The Power of the Medium

I get invigorated and inspired when it comes to interacting with young people, especially students. I want to connect them to STEM programs, where they can explore the many opportunities in our industry beyond what is in front of the camera. I consistently encourage them to watch the credits of a movie and realize that there are so many different roles beyond the actors and director. It is incredibly gratifying to use a film as a platform to showcase the potential paths available in the industry and inspire future generations. We often overlook the immense influence that film and television have on us. They allow us to witness different cultures, experiences, and places and enable us to empathize with the lives of others. I recall speaking at a panel where a woman shared that watching the television series “Star Trek” as a young girl inspired her to become an astronaut. It was a single viewing experience that set the course for her life. That is how powerful the medium is. It can motivate and inspire us positively or negatively, depending on how it is utilized. As a Black American woman, I have concerns about how crime has often been portrayed on television, with people of color being the main perpetrators on many shows. This portrayal can shape our thoughts and perceptions over time. It is essential to recognize the impact of media and adjust our content to promote balance and inclusivity. As we move forward, I am passionate about continuing to grow the team, provide valuable insights, and see our department expand throughout Sony.