When Group Black first launched in 2021, it felt like a moment. For Black media owners, publishers, and creators, the promise of $500 million in redirected advertising dollars was game changing. The mission was clear: unite as a collective, bring strength in numbers, and finally demand the kind of investment that Black media has been denied for decades.
At Baller Alert, we were excited to be included. How could we not be? With names like Richelieu Dennis (the man behind buying back Essence) and Bonin Bough (a media powerhouse) leading the charge, the credibility felt solid. For once, it seemed like Black-owned outlets weren’t just going to be in the room, we were going to be at the head of the table.
We were all in.
Fast forward, and the story is not one of empowerment but of disappointment. The lawsuits between former partners, the accusations of unpaid bills, and the quiet exits of co-founders revealed a truth that many of us felt but didn’t want to say out loud: Group Black didn’t just stumble, it confused the market, drained confidence, and ultimately cost all Black media companies money.
Instead of creating a unified lane for ad dollars to flow, it seems millions were tied up in infighting, business maneuvering, and questionable investments. According to court documents, Essence and Afropunk claim they were owed millions, while countersuits argue debts were quietly converted into equity and then used to acquire Holler, a messaging platform that isn’t even active anymore.
Meanwhile, those promised advertising dollars? Many Black-owned publishers, including us, never saw the impact we were led to expect.
This isn’t just messy business politics. It’s deeper than that. When one Black media collective fails, the whole ecosystem feels it. Advertisers already hesitant to spend with us now have another excuse. Group Black’s high-profile promises, followed by very public legal battles, created confusion in the marketplace and made it harder for all of us to secure fair dollars.
And let’s be honest: a Black man, Bonin Bough, was at the helm when this house of cards collapsed. That reality stings. Because what should have been a victory for our community has instead become a cautionary tale.
Baller Alert is writing this not just as an outlet, but as part of the Black media community that believed in Group Black’s mission. We don’t take joy in this downfall. But we have to be honest: we were duped.
Behind the polished press releases and lofty promises, there was a quiet storm of zero payments, confusing business deals, and founders walking away. Now the lawsuits are public, the truth is undeniable, and the damage is done.
Still, this doesn’t mean Black media is doomed. If anything, it’s a wake-up call. We can’t allow one collective’s missteps to erase the need for real, sustainable investment in Black-owned businesses. Advertisers must continue to see the value in reaching our communities, and we as publishers must demand transparency, accountability, and true partnership.
Because at the end of the day, this isn’t just about business. It’s about the survival of Black voices in media.
