A Golden Opportunity: The Importance of Black Artist Representation in Fashion & Beauty

But in light of all of this, there’s a new gem in town – curating a roster of the  best emerging artists of color – Tumi Brooks, founder and chief vibe officer of Vibe Village, a new-age representation agency bridging the gap. 

She’s made it her mission to represent both today and tomorrow’s creative game changers who arise – from Los Angeles based commercial beauty photographer Jasmine ‘Jassieuo’ Durhal who has  contributed her artistic vision to high-esteemed publications and brands like Vogue, Essence, Nike and Shea Moisture to director and cinematographer Jean Paul Dia who has shot campaigns for legacy fashion brands like Valentino and Tom Ford.

In our discussion with Tumi Brooks, we asked her about what inspired her to start Vibe Village, her $1 million mission, and how Black creativity is driving her vision for the representation of Black artists and how she’s interrupting the status quo. 

What inspired you to start Vibe Village, given the importance of Black creative representation in marketing and advertising?

Tumi: Vibe Village was founded to redefine the landscape of intentional artist representation and brand development. Artists of color have long been underrepresented, and I believe the same is true for entrepreneurs, solopreneurs, and dreamers seeking to build their businesses with the right focused support. In curating a village of diverse emerging artists behind the camera, my vision is to bridge the gap, connecting artists and brands to weave enchanting, high-quality narratives. VIBE VILLAGE exists for the vibrant and diverse storytelling that fuels the soul of both our artists and the brands we partner with.

For Black creative artists seeking representation by Vibe Village, what capabilities or qualifications should they have? 

Tumi: They need technical mastery, advanced technical skills and exceptional control over their chosen medium. A distinct aesthetic, their work should set them apart and reflect their individual voice and perspective. Having visual consistency is very key-Their body of work should demonstrate a unified visual language and narrative. A Professional attitude goes a long way, They must be committed and reliable in their craft and communication. I want our artists to have an inclusive skillset with the proficiency in working across skin tones and hair textures with the respect they deserve. Most of all That wow factor means everything to us. We stand for Work that leaves us breathless, possessing a certain indescribable quality and magical potential. I’m also seeking storytelling power – the artists’ work must display a narrative depth that resonates emotionally with audiences across the globe. 

Can you share some common challenges faced by emerging Black artists specifically within the fashion and beauty industry, and how your agency helps address those issues?

Tumi: In 2020, amidst significant political unrest and the aftermath of George Floyd’s murder, many agencies recognized the lack of diversity in their rosters. Under social pressure and a desire to appear more inclusive, they quickly signed Black artists. However, within two years, many of these artists were dropped because they were no longer seen as trendy. At Vibe Village, this will never be the case. Artists of color, especially Black artists, are at the core of our priorities and will always remain so.

My motivation to start Vibe Village stemmed from my experience in corporate beauty, where I curated creative teams for photoshoots. Whenever I managed a project, I ensured strong representation of artists from diverse backgrounds. While I achieved this, I noticed that our sister brands consistently hired from a limited pool of mostly Caucasian artists. When I challenged them to diversify their teams, they often responded with, “Where do we find them?” This frustration planted the seed for Vibe Village, an agency dedicated to maintaining a stellar roster of artists of color. Our goal is to eliminate any excuses for not knowing where to find diverse talent.

There is also a prevalent misconception that Black artists can only work on Black-related content. This notion is not only shortsighted but also incorrect. Through Vibe Village, I aim to dispel this myth. Many Black artists bring a rich, multi-layered perspective to their work, due to their textural experiences – from ancestral to present day. Their ability to tell stories from a multi-dimensional viewpoint allows them to capture the deep undertones and nuanced narratives through their chosen mediums—whether it be photography, makeup, fashion, or hairstyling. At Vibe Village, we celebrate and amplify these diverse talents, ensuring their contributions are recognized and valued in the fashion and beauty industry.

What are some of the benefits of fashion and beauty brands having Black creatives/artists on their teams or hired by agencies. 

Tumi: It’s simple. When we diversify the perspectives behind the camera, the unseen become seen, and our understanding of beauty and fashion is redefined. This is a game-changer in redefining beauty/fashion standards globally. That’s what I am here to champion.

What are your views on how Black creatives/artists can avoid exploitation/ protect their work and negotiate their value?

Tumi: Knowledge and community are key here.

Educate Yourself: Understanding your rights, the value of your work, and the industry standards is crucial. Invest time in learning about intellectual property, contracts, and fair pay practices. Being well-informed helps you make better decisions and stand firm in negotiations.

Leverage Your Network: Surround yourself with a supportive community of fellow creatives/peers, mentors, and industry professionals. This network can provide valuable advice, share experiences, and offer support when facing challenges. A strong community can also open doors to opportunities and collaborations.There’s no shame in asking for advice. In fact, it would be a major missed opportunity not to.

Seek Professional Guidance: Don’t hesitate to seek legal or professional advice when dealing with contracts and negotiations. Lawyers, agents, and industry consultants can ensure your interests are protected and you receive fair compensation for your work. As an agent, this is particularly important. I want the best for my artists. I want their work and skillset to be respected and fairly compensated. I prioritize the best interests of our artists, advocating for fair pay, reasonable payment terms (net 90 days is unreasonable!), IP protection, proper credits, and the ability for artists to share their work on their platforms and portfolios. By doing so, we empower our artists to maintain control over their work and ensure they are recognized and compensated fairly.

Value Your Work: It is cliché but recognize the worth of your creativity and contributions. Be confident in the unique perspective and talent you bring to the table. Learn to speak with clarity about your work process. Don’t settle for less than what you deserve, and don’t be afraid to walk away from deals that undervalue your work.

Document Everything: Keep thorough records of your work, contracts, communications, and payments. Documentation helps protect your intellectual property and can be vital in resolving disputes.

Find an agent with a difference: If you don’t want to navigate the industry alone, find an agent you connect with. Look for someone you trust, who genuinely has your best interests at heart. Think of this relationship as a strategic, long-term partnership—someone you can grow with over time. At Vibe Village, we focus on building these deep, supportive relationships, ensuring that our artists have the advocacy and partnership they need to thrive and succeed.

As technology advances, particularly with the rise of generative AI, what trends do you think will positively or negatively impact the fashion industry, Black creatives, and creative agencies?

Tumi: First off, we need to ensure that the companies responsible for developing AI, are actively recruiting diversely, so that the content produced from these tools are culturally sensitive and inclusive. Addressing biases in AI systems is essential because, if left unchecked, these technologies can reflect and perpetuate existing biases in the industry, reinforcing harmful stereotypes and we don’t want that.

However, there are certainly positives that come from AI. One significant benefit is the ability for artists to create new images for moodboards and storyboards, which can greatly assist brands in visualizing the direction the artist wants to take. This is especially valuable given the lack of diversity in available stock imagery. When used responsibly, AI can generate diverse and representative visuals, filling in gaps where traditional resources fall short. This not only helps in planning and pitching creative concepts but also ensures that the imagery used is more inclusive and reflective of diverse perspectives. By leveraging AI in this way, artists can more effectively communicate their vision and foster a more inclusive visual culture in the industry.

In beauty, we continue to see virtual try-ons become more available across the e-commerce sites of our favorite beauty brands. When the technology first launched, it was a little iffy. Lipstick shades often would not cover the fullness of our lips that many of us Black women are blessed with. This is why it is important to have diverse teams working in AI to ensure we do away with these beauty standards. It’s gotten better. The Lip Bar is a great example of a beauty brand that is doing it well. I’m not sure if they still have the virtual-try on, but I had a great experience with theirs a while back, which converted me to purchase a few shades on the spot, in the comfort of my home office! How’s that for AI!

What exactly is next for Vibe Village? Where do you wish to be 5 years from now, and how do you plan to continue growing your talent/artists roster?

Tumi: At Vibe Village, our goal is to become the go-to agency for brands and organizations seeking behind-the-camera talent. We want to be known not only for the diversity we bring but also for the quality, professionalism, and creativity of our artists. When brands come to us, they can feel confident that they’re getting top-tier talent capable of delivering spellbinding, authentic stories.

In the next five years, I envision us thoughtfully expanding our roster of artists and creative professionals across all disciplines—photography, videography, hair artistry, wardrobe styling, and more—while staying true to our mission of amplifying underrepresented voices. I emphasize ‘thoughtfully’ because it’s not about the quantity of artists on our roster, but the quality. Our focus will remain on building meaningful partnerships with both emerging and established talent, providing them with an agency that leads with respect, and equipping them with the tools and support they need to thrive and build sustainable careers doing what they love.

To ensure our roster grows with intention, we will seek to scout diverse talent from across the globe, tapping into overlooked communities, and creating opportunities for those who may not yet have had the chance to shine. We’ll also continue to foster a sense of community and long-term collaboration within Vibe Village, making sure our artists feel supported every step of the way.

Ultimately, we aim to be recognized as a leader in reshaping the creative landscape, where authentic representation behind the camera is the norm, not the exception.

Tumi has consistently demonstrated a clear vision and a deep commitment to empowering artists to reach their full potential. Her passion for nurturing creativity and breaking boundaries makes her an invaluable asset to any creative project. If you’re a photographer, videographer, makeup artist, or hairstylist seeking representation, you can inquire here: Join Vibe Village.