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The Ballroom community, originating in 1920s Harlem, gained mainstream recognition in the 1980s and has always been closely tied to the queer community. Initially dominated by white men in drag, black queens faced racism and were expected to lighten their faces. Frustrated by these restrictions, Crystal LaBeija and Lottie started the “House of LaBeija” in the 1960s, sparking today’s vibrant ballroom scene in New York and driving a cultural revolution led by queer POC.
Ballroom events typically feature competitions with themed categories where a judging panel gives contestants within a category either 10s, meaning what they presented met the category’s entry requirements, or a chop, meaning they did not meet the criteria to compete. Getting chopped can overrule other judges’ 10s, and it only takes 1 chop to be sent away from competing for the category’s prize. Prizes for categories are given to arecipientof 10s for the category and those winners battle until the final two compete for the grand prize. Contestants typically belong to houses, which compete as units and serve as safe havens for POC. House Mothers and Fathers adopt those ostracized by their families for being queer, making these houses essential for survival in the ballroom community.
Overnight Celebrity
In recent years, the Ballroom community has undergone a process of industrialization. This process has seen the subculture become more mainstream and commercialized. While this has brought more exposure to the community, it has also led to some concerns about the loss of authenticity and the commercialization of a culture that was once — and still remains — underground.
The industrialization of the Ballroom community can be seen in a few different ways. One of the most obvious is the way that the community has become more visible in mainstream media. Shows like RuPaul’s Drag Race and HBO’s Legendary have brought the community into the mainstream, and Ballroom events are now regularly covered by mainstream media outlets.
There are also concerns about the way that this industrialization may lead to the exploitation of its members. As the community becomes more mainstream, there is a risk that it will be taken advantage of by companies and brands that are only interested in making a profit.
The Shade Under The Spotlight
While this industrialization has brought more exposure to the Ballroom community, it has also led to concerns about the loss of authenticity. Some members of the community worry that the commercialization of the subculture will lead to a watering down of its unique style and culture. This exposure may cause ballroom culture to not be understood from the human lens but through the lens of media.
Here are ways overexposure of media can be harmful to those who belong to the ballroom culture:
• Stereotyping: Mainstream media often portrays members of subculture societies in a negative light, reinforcing stereotypes and prejudices. This can lead to discrimination and marginalization of these groups.
• Lack of representation: Subculture societies are often underrepresented or misrepresented in mainstream media, which can lead to a lack of understanding and appreciation of their culture and values.
• Inaccurate portrayal: Mainstream media often portrays members of subculture societies inaccurately, which can lead to misinformation and misunderstanding.
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
• Pressure to conform: Subculture societies may feel pressure to conform to mainstream values and norms, which can lead to a loss of cultural identity and traditions. As subcultures normalize, society must abolish any preconceived notions about the identities that intersect in that culture.
Tips for Corporations to Protect the Ballroom and Queer Community
As the Ballroom community becomes more industrialized, it’s crucial for corporations to support and protect this vibrant subculture genuinely. At GRAV, we have a work environment where employees can see a version of themselves through their work, and as a gay Hispanic man, I’m proud to share some advice to consider when navigating Pride Month as a marketer. Here are three essential tips:
1. Engage with the Community Year-Round
Support for the queer community should not be limited to Pride Month. Corporations should engage with the community throughout the year by partnering with local organizations, sponsoring events and supporting advocacy efforts. Continuous engagement demonstrates a genuine commitment to inclusivity and helps build trust within the community.
For instance, GRAV has consistently partnered with the ballroom community through the efforts of Vertarias Hankins, our head of events. By collaborating with Natalie Sanders, also known as Miss Girl6, and the House of Lapore, GRAV has sponsored balls, created campaigns for local activations and provided ongoing support. This consistent involvement highlights GRAV’s dedication to the community beyond just a single month.
2. Foster a Safe and Inclusive Work Environment
Creating job opportunities for queer individuals is crucial, but ensuring a safe and inclusive work and consumer-facing environment is just as important. Companies should implement policies and training programs that promote diversity and protect employees from discrimination and harassment.
FLAMER, a New York-based queer-owned cannabis brand, exemplifies this commitment by boldly championing inclusivity in their branding and business practices. They’ve made a concerted effort to align themselves with queer members across their supply chain, ensuring that their dedication to diversity is reflected in every aspect of their operations. This approach not only fosters a supportive work environment but also creates a welcoming space for consumers, setting a powerful example within the cannabis industry.
3. Develop a Robust Community Management Plan
Hate and discrimination can manifest in various forms, particularly on social media and in customer interactions. It’s essential for corporations to have a community management plan that protects queer employees and customers from harmful behaviors. This plan should include strategies for handling hate speech, trolling, and other forms of harassment.
In the cannabis industry, homophobia can be particularly prevalent. Tempo, a California queer-founded cannabis brand, has a firm stance against such intolerance. They prioritize their values over business from customers who do not align with their commitment to inclusivity. By implementing a strong community management plan, they ensure that their support for the queer community is unwavering and proactive.
Conclusion
Supporting the Ballroom and queer subcultures requires more than just temporary gestures. By engaging with the community year-round, fostering safe work environments and developing robust community management plans, corporations can make a meaningful and lasting impact. At GRAV, our continuous collaboration with advocates like Miss Girl6 and our steadfast commitment to inclusivity in the cannabis industry exemplify how corporations can truly support and protect these vibrant subcultures.
