The State of Black-Owned Media

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In the latest installment of the “Strictly Business” podcast, hosted by EbMaster, Detavio Samuels, the CEO of Revolt, discusses his strategies for rejuvenating the cable and digital brand that is now in its second decade.

In the midst of turmoil in the pay TV industry, heightened racial tensions within the political arena, the reemergence of Donald Trump, and the struggle to maintain an autonomous Black-run media platform, Samuels faces a steep battle. After a difficult year in 2024, Revolt is grappling with the aftermath of its founder, Sean Combs, being indicted on federal charges of racketeering and sex trafficking, accusations that involve serious offenses.

Combs played an integral role in the beginning of Revolt’s history – the platform came into existence about a dozen years ago during a period when media was undergoing significant transformation, as Samuels explains.

For quite some time now, Combs hasn’t played a significant role in the management of Revolt. Last year, he sold off his entire share due to escalating legal issues. As we stand in 2024, Revolt has shifted its ownership structure to employees, an unusual move for media companies, regardless of their size. Operating primarily from New York and Atlanta, Revolt employs approximately 150 full-time staff members, with around 100 contract workers at any given moment.

(Note: The phrase “as his legal problems mounted” is replaced with “due to escalating legal issues” for clarity.)

Samuel needs to navigate the complexities of pay TV carefully as he develops Revolt. The company currently offers a linear cable channel, but it also broadcasts content for free on various social media platforms like YouTube, Instagram, TikTok, and others. In Samuel’s opinion, the Revolt brand and its talent should consistently appear in the social media feeds of their primary audience, which is a diverse group of young adults.

Samuels explains that while the DJ and the music at Revolt might be of Black origin, everyone is welcome to join in the celebration.

Samuel highlights the popular hip-hop gossip and music industry discussion podcast “Caresha Please” by Revolt as evidence of their strategy to disseminate content widely across social media and various online platforms.

His main goal is for the show to become widely available,” he notes. “When we broadcast ‘Caresha’, you’ll find her trending in the top 10 on Twitter, leading discussions on social media. She’ll also be among the top five trending podcasts on Apple. Furthermore, she’ll appear in the top 10 trends on YouTube. Our content should be accessible wherever people prefer to consume it and in whatever format suits their individual habits.

https://omny.fm/shows/strictly-business/revolt-ceo-detavio-samuels-rebuilds-a-black-owned/embed

I reached out to Samuels for an update on Revolt following the incident with Combs, which was related to my article about Charlamagne Tha God for the March 25 issue of EbMaster. Charlamagne is a great illustration of a modern media tycoon who excels at leveraging digital distribution to expand his audience across various platforms: radio, television, podcasts, live events, and merchandise.

I’ve consistently found myself drawn to individuals who forge their paths independently and boldly, often referred to as independents or mavericks. The digital age, particularly social media, empowers these creators to do exactly that. Yet, some manage to construct not only captivating online presences, but also something greater.

A noticeable explosion of creativity and innovation is evident in modern media platforms catering specifically to Black communities, such as Charlamagne’s podcast networks and Roland Martin’s Black Star Network, which delivers daily news and commentary on YouTube and various other platforms. While Martin’s shows share a similar format to cable news roundtables, they often incorporate more colorful language.

In addition to the numerous instances mentioned, there are examples like the collection of banners and resources compiled by previous “Strictly Business” guests – Charles D. King, founder and CEO of Macro, a bustling production and talent management company; and Tommy Oliver, CEO of Confluential Companies, a filmmaking powerhouse. This surge of independent media is particularly thrilling given that a handful of corporate titans currently wield significant influence over traditional media.

In my role as a movie buff and enthusiast of all things entertainment, I recently reached out to none other than Robert Johnson, the visionary behind BET and a trailblazing entrepreneur in our industry. He graciously shared his insights on the evolution of Black-owned media, which I’ll be sharing with you after we wrap up this conversation with Samuels.

In today’s digital landscape, Johnson emphasizes the importance of creating engaging content and an appealing streaming platform for diverse audiences, including people of all ethnicities. Given the significant viewership of African Americans in media consumption, this demographic presents a lucrative opportunity for those seeking to monetize through subscriptions to streaming services or advertising sales targeted at this audience. So, when we discuss Black Media, it refers to platforms and content specifically tailored to cater to this diverse group and their preferences.

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In 2018, when seasoned journalist Roland Martin established his daily political news and analysis program on YouTube, a mid-level YouTube executive suggested that a show aimed at Black audiences “wouldn’t be successful” online.

On March 4, 2025, Martin’s Black Star Network aired a live six-and-a-half-hour special titled “The State of Our Union,” serving as an alternative to Donald Trump’s speech to Congress. This broadcast, transmitted from Black Star’s modest studio in Washington D.C., was the fifth most watched livestream on YouTube regarding Trump’s almost two-hour address. Martin found his place in 2018 and since then has established one of the broadest television news and commentary networks wholly owned by Black individuals.

57-year-old Martin stands out as a well-established figure in the influencer world, boasting a loyal fanbase. He skillfully utilizes free digital platforms like YouTube, Facebook, Instagram, Roku, and others to expand his reach. His background as a correspondent and anchor for CNN and TV One makes him ideally suited for success as a digital media entrepreneur. In 2021, his show “Roland Martin Unfiltered” on the Black Star Network brought in almost $2 million in ad revenue from YouTube alone.

Black Star Network functions on a budget significantly smaller than that of networks like Fox News, The Associated Press, and other major news outlets. “Unfiltered,” which airs at 6 p.m., presents a blend of headline summaries, commentary, and engaging discussions on diverse political matters and cultural phenomena, led by panels consisting of Black scholars, lawyers, activists, politicians, public servants, specialists, and business owners. Martin and his small production team manage the show’s operations using a combination of iPads, ring lights, and professional-quality equipment. The panelists are primarily connected via Zoom, but they occasionally convene at the DC studio or attend events that “Unfiltered” covers in person.

Martin’s work has become increasingly fast-paced over the last few months due to the Trump administration’s aggressive efforts against policies promoting diversity, equality, and inclusivity, as well as proposed reductions in health care, welfare, and Medicaid that disproportionately affect vulnerable African Americans.

“Hope 2.0: Roland Martin’s Black Star Network Prospers Through YouTube and Viewer Support

Roland Martin, a well-known journalist, has successfully revitalized his platform with the second version of his network, the Black Star Network. The network thrives on YouTube, primarily through viewer donations.

In this updated iteration, the Black Star Network offers a unique blend of news, entertainment, and empowerment for the African American community. It has quickly become a go-to source for many viewers seeking diverse perspectives and engaging content.

The network’s success is largely due to its reliance on viewer support through donations, which allows it to continue delivering quality programming without relying on corporate sponsorship or advertising. This approach ensures that the network remains independent and unbiased in its coverage.

By choosing this method, Roland Martin and his team have created a platform that resonates with their audience and fosters a strong sense of community. The Black Star Network is more than just a media outlet; it’s a space where people can come together, learn, and be inspired.

The primary obstacle hindering the expansion of Black Star Network lies in the absence of backing from prominent advertising agencies, which have significant influence over the ad spending budgets of Fortune 500 companies.

Martin points out that black-owned media struggles to expand due to economic discrimination by advertising agencies and many media corporations. He shares his experience of regularly being approached by companies and publishers wanting to showcase their talent on his program, but never receiving any business from these same entities. While they appreciate the value of his audience enough to market their shows to it, they do not seem to value the audience enough to invest in advertising with him. So, he questions, how can he maintain a business when he’s providing free media and still needs to make a profit?

The push to reverse years of advancements in civil rights, driven by the MAGA movement, is resulting in cuts to initiatives that bolstered Black-owned businesses and communities.

Martin points out a significant concern that the economic downturn could severely affect Black-owned businesses. He explains that professional services contracts will likely be denied to Black law firms, accounting firms, engineering firms, and architectural firms. Similarly, there might be a reduction in advertising, deals, and custom content collaborations with Black media outlets. Yet, these same companies still aim to reach their customer base within the Black community. This is a pressing matter of concern, he stresses.

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2025-03-28 17:17