Recently, Joico Global Technical Director, Jeannetta Walker-Rodgers, sat down for a deeply insightful chat with Ariona Beninato, founder of Collective Casting; a talent agency providing representation for models, artists, and talent of color. In this second installment of our two-part series celebrating women of color, we share more excerpts of their important conversation.
Meet Joico Global Technical Director Jeannetta Walker-Rodgers…
With 20+ years’ experience in hairstyling, coloring, and extensions under her belt, Chicago-based Jeannetta Walker-Rodgers is a Certified Master Colorist and Texture Expert, who’s racked up nominations for some of the beauty industry’s most coveted awards. She’s graced the main stages of prominent national shows, including Behind the Chair, Hair Love Retreat, Texture VS Race, Texture Hair Elevated, and much more. But as a celebrated color- transformation specialist, Jeannetta has a mission that’s perhaps even nearer and dearer to her heart – a passion for education, and a dedication to teaching hairstylists across the globe how to be technically excellent in ALL types of hair artistry.
Meet Ariona Beninato, Founder of Collective Casting…
Ariona Beninato is a model, actress, and entrepreneur based in New York City, and founder of Collective Casting, a platform dedicated to nurturing and propelling models of color. Deeply committed to championing diversity and inclusion in the industry, with a particular focus on spotlighting Black models and talent of color, Ariona has successfully placed talent on projects with renowned brands and artists. These include everything from campaigns for major beauty brands, casting music videos, like Lil Uzi’s Just Wanna Rock, to casting talent for icons such as Madonna, Busta Rhymes, and Nas.
The conversation continues:
Ariona’s view of post-2020 diversity, equity, and inclusion…
“Lots of companies are very loud about their diversity performance, but it’s just a performance. They do just enough for people to see it and to make a commercial about it. That still exists. And yet, two truths exist at the same time: My business has been on an incline consistently since 2017; and though the demand [for black talent] might increase, the budgets are not equal. People will low-ball me compared to other agencies. I have to prove myself 20,000 times harder than any other agency. [Brands] want to talk about diversity and equity, but they want to give that initiative $50.”
Jeannetta talks future…
“So what is the next step? I definitely think that’s going to be part of our conversation. Why are we less valued when, most of the time, there’s more talent there? They’re missing out by having bias on set. It’s not a forward way of thinking. [We need] allyship in these internal realms of companies, with people who are working very hard and strategically on who they surround themselves with at work.”
What can the industry do better? Ariona and Jeannetta’s vital punch list…
Don’t pigeonhole the black artist and artist of color at your company by putting them into DEI roles. One person shouldn’t have to represent the whole artistic space of a company while the rest get a hall pass.
Take the classes. Sit in a texture class. Challenge yourself to learn new things and give yourself the grace and space to learn, rather than saying, “Oh, I’m never doing black hair.”
Really listen to black women without reacting.
Take accountability.
Challenge yourself to use new vendors of color. Change is a collaborative effort –it takes education and openness.
Avoid making a spectacle every time you let black people into your “space.” Ask yourself, can you take a curly-haired client without posting about it?
Be set ready: Research your model before a shoot. Have tools on hand – like a diffuser -- that allow her to feel respected and cared for.
Learn to do textured hair without excessive heat; and use heat protectant even when diffusing and curling.
Always remember that it’s hair…and it’s fun!
You can follow Ariona on Instagram @arionabeninato; and see Jeannetta’s work @watchmyhairbounce and on Joico.com.
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