In an initiative aimed at diversifying the entertainment and advertising industries, global social and influencer marketing agency THE FIFTH joined forces with Big Brothers Big Sisters of Greater Los Angeles (BBBSLA) to introduce high school students to behind-the-scenes careers in these dynamic fields. The inaugural program, which launched last month on the Fox Studio lot, represents a significant step towards addressing the long-standing issue of underrepresentation in creative spaces.
The entertainment industry has long grappled with a lack of diversity, both in front of and behind the camera. This disparity extends to the advertising and marketing sectors, where diverse voices and perspectives are equally crucial in shaping the narratives that influence our culture. Recognizing this gap, THE FIFTH and BBBSLA crafted an immersive experience designed to spark interest and open doors for the next generation of diverse storytellers and marketing professionals.
“We are thrilled to partner with BBBSLA on this impactful program to open doors for the next generation of diverse storytellers and impactful marketing professionals,” says Charles Ifegwu, Managing Director of THE FIFTH, US. “This collaboration aligns perfectly with our mission at THE FIFTH to increase representation within creator and creative circles, and we firmly believe that starts with access and visibility as a youth.”
The program’s structure is carefully designed to provide a comprehensive view of the industry. Participants in the inaugural event, entitled Tours Open Doors, explored the Fox Studio lot, visited active production sets, and connected with influential professionals who call Fox Studios home. This hands-on approach aimed to demystify the industry and make career paths in entertainment and marketing more tangible for students who may not have previously considered these options.
While the entertainment industry has made strides in recent years to increase on-screen representation, the behind-the-scenes workforce often lags in diversity. This discrepancy can lead to a narrow range of perspectives influencing the content that shapes our cultural narratives. By introducing young people to the myriad of roles available in production, marketing, and advertising, THE FIFTH and BBBSLA are taking a grassroots approach to changing the face of media production.
The importance of this initiative extends beyond individual career opportunities. As media continues to play an increasingly significant role in shaping public opinion and cultural norms, the voices behind content creation become ever more critical. By diversifying these voices, we can expect to see a broader range of stories, perspectives, and experiences reflected in our media landscape.
This partnership between THE FIFTH and BBBSLA is not just about career exposure; it’s about mentorship and creating lasting connections. The program aims to pair students with industry professionals who can provide guidance, share experiences, and potentially open doors for future opportunities. This mentorship component is crucial in helping young people navigate an industry that often relies heavily on networking and personal connections.
The impact of such initiatives can be far-reaching. By exposing students to careers they might not have otherwise considered, THE FIFTH and BBBSLA are planting seeds that could grow into a more diverse and representative industry in the years to come. This approach addresses the pipeline problem often cited as a barrier to diversity in creative fields – by inspiring interest early, the program aims to cultivate a new generation of diverse talent ready to enter the industry.
Moreover, this partnership sets an example for other companies in the entertainment and marketing sectors. It demonstrates a proactive approach to addressing diversity issues, moving beyond mere acknowledgment to taking concrete action. As other organizations observe the potential long-term benefits of such programs, we may see similar initiatives sprout across the industry.
The choice of the Fox Studio lot as the venue for this program is significant. As one of the most recognizable names in entertainment, Fox’s involvement lends credibility to the initiative and provides students with a glimpse into the heart of the industry. This setting not only inspires but also reinforces the message that these career paths are attainable for students from all backgrounds.
As we look to the future, programs like this partnership between THE FIFTH and BBBSLA represent hope for a more inclusive and representative media landscape. By opening doors and providing mentorship, they are laying the groundwork for a transformation in the industry. The true measure of success will be seen in the years to come, as these students potentially enter the workforce and bring their unique perspectives to bear on the content that shapes our culture.
In an industry where change often comes slowly, grassroots efforts like this are vital. They remind us that diversifying the entertainment and advertising industries is not just about meeting quotas or ticking boxes – it’s about enriching our collective narrative, broadening our cultural understanding, and creating media that truly reflects the diverse world we live in.
The success of this partnership could pave the way for similar initiatives across the country, potentially reshaping the future of entertainment and advertising from the ground up. In the words of THE FIFTH’s Charles Ifegwu, this is just the beginning of a journey to “increase representation within creator and creative circles.” It’s a journey that promises to change not just individual lives, but the very fabric of our culture.
First published on Grit Daily News
