Filling the Gaps: A Conversation with Jaia Thomas, Founder of Diverse Representation

An Interview with Jaia Thomas,

Founder of Diverse Representation

Interviewed By Matthew Threadgill, Assistant at Disney Branded Television; Co-Editor in-Chief at THA

“This industry isn't diverse until it's diverse in every aspect.”

Remember the opening weekend of Black Panther? It was an electric weekend. Theaters were packed, social timelines were flooded, and superhero fans were abuzz. Jaia Thomas, a seasoned sports and entertainment attorney, had just seen the movie and was debriefing with her friend, when they both wondered: “Who’s on the teams behind this?”

Thomas looked up who represented the cast and found that nearly all of them were repped by white agents, managers, publicists, and lawyers. In a moment where Hollywood was finally centering Black excellence on-screen, the same wasn’t reflected behind-the-scenes. 

That discovery turned into a conversation. Then into action. Then into a movement.

Today, Jaia Thomas is the founder and CEO of Diverse Representation (”D.R.” for short), an organization committed to increasing the visibility and hiring of Black professionals in representation across entertainment and sports. She’s also a longtime entertainment and sports attorney and has brokered and negotiated deals with several networks including ABC, NBC, HBO and BRAVO.

In our conversation, Jaia walks us through how D.R. evolved from a one-page directory into a full organization with events, mentorship programs, partnerships, and educational resources for Black media professionals. She also discusses why ownership and economic power matter just as much as visibility, what keeps her hopeful even as DEI continues to face pushback, and how she celebrated Black Woman in Sports Day this year—a day founded by Diverse Representation.

ABOUT D.R.

Thanks so much for sitting with us, Jaia! To start off, can you share the story behind why you created Diverse Representation?

It’s funny. Diverse Representation was really created on a whim. It wasn’t something I had been planning for years or had strategized. It was literally an idea that popped into my head one weekend when Black Panther came out.

I had seen the movie and was talking to a girlfriend of mine, she’s a Black publicist, and we were like, ‘This is great! Hollywood is finally celebrating diversity on screen.’ But then we started asking, ‘What does this movie look like off screen?’ No one was really talking about that.

As a lawyer, and her as a publicist, we were both wondering, ‘Who represents this cast? Who are their agents, their publicists, their lawyers?’ So that weekend, I did some research. I found out that almost all of the cast had white agents, white managers, white publicists, and white lawyers. With the exception of Lupita, who had a Black lawyer, the cast was predominantly represented by people who didn't look like them.

Working in the industry, this has always bothered me, but I’d never known what to do about it. And that weekend, I thought, ‘I have to do something to change this.’

So I decided to build a website. A directory of Black agents, attorneys, and publicists working in Hollywood, so that when talent are looking to hire diverse reps, they have a place to go. I came up with the name "Diverse Representation," bought the domain, and just started compiling a list.

That was the goal from the beginning: to make sure talent could never say, “I can’t find a Black agent” or “I don’t know where to look for a Black lawyer.” Now, here’s a list.

I find it so striking how Black Panther, one of the biggest commercial Black films of all time, still had a team profiting off of it behind-the-scenes that was largely white. That’s wild.

Exactly. And for me, creating Diverse Representation wasn’t just about the representation piece, it was also about the economic piece. As Black people in this industry, we generate so much revenue and wealth, but we don’t always see that wealth flowing back into our own communities. If I’m making a million dollars as talent, but my whole team is white, then a lot of that wealth is still not circulating among my community.

That economic piece was one of the biggest driving forces behind creating the organization. I call it “D.R.” for short. It’s not just about visibility.

D.R. began as a list, but now it’s evolved into a full organization. You host large-scale events, have partnered with top industry players like Warner Bros., NBCUniversal, WME, and CAA (to name a few), and run mentorship programs. What led to that evolution?

Honestly, everything D.R. has done happened really organically. Like I said, when I launched it, I hadn’t planned it out for years. I’ve never even had a formal business plan.

We got into partnerships because companies started reaching out to us. We launched programs because we kept noticing all these gaps in the industry and no one else was filling them. A lot of what we do is about responding to unmet needs.

For example, we saw there weren’t enough Black executives in entertainment, so we created the Black Entertainment Executives Pipeline Program. We saw Black professionals weren’t landing enough jobs at studios and networks, so we created the Entertainment Career Summit. It’s really all about identifying where the industry is still falling short and figuring out how we can help close those gaps.

(Check out some of the events Diverse Representation has hosted at this link.)

It’s so important those gaps are filled. Not everyone understands that, though. Why is diversity important amongst entertainment reps and execs?

Number one, it's about having people on your team who truly understand you and your background. Now granted, Black people aren’t a monolith. We don’t all come from the same background or have the same story. But a lot of us have some type of connectivity and relatability that can be hard to find in other communities.

Having people on your team who truly understand your point of view can really help lead to your success. They’re going to know the most authentic ways to pitch your projects, get you in front of the right people, and help shape your career in a way that aligns with who you are.

So I think, number one, it's a better recipe for success.

The second piece is perspective. If you have a team of, and I’ll just be frank, all white men steering your career, they’re only going to be able to approach things through a specific lens. When you have a diverse team behind you, you get a wider range of perspectives, and that’s only going to take you further.

And finally, I think the industry as a whole needs to understand that diversity isn’t just about who’s on screen. People love to talk about diversity, shout it from the rooftops, but this industry isn't diverse until it's diverse in every aspect. That means the C-suite, the decision-makers, the reps, everything. And there's a lot of areas in this industry that are not diverse whatsoever. For so long, as it's been ‘Okay, well, we have black people on screen. That's enough.’ Actually? It’s not.

The focus in these conversations is always the on-screen talent. How many are there, what are the numbers? But the people behind the scenes are the ones fueling the stories, and for that to really work, it has to come from an authentic place. Especially when it comes to representation, because for actors and artists, the work they do can be so personal.

Absolutely. And when you look at some of the most successful Black content creators in this industry, they have Black people on their team. Look at Lena Waithe. Look at Issa Rae. Look at Marsai Martin. A lot of them have diverse teams, and there's something to be said about that.

JAIA’S JOURNEY

You’ve had a 15-year career representing actors, producers, athletes, a wide range. You have so much wisdom to offer, which makes it so fitting that you’re the one leading Diverse Representation.

I’d love to hear more about your journey navigating this industry as a Black woman attorney. As an attorney, you’re balancing high-pressure work and industry politics, and I imagine your identity adds another layer that makes it difficult. How have you navigated this space over the course of your career?

Ooh, great question. It’s definitely been challenging at times. Luckily, thanks to my parents, I have a really high level of confidence and self-esteem which has been extremely helpful. There’s never been a situation where I’ve felt like I’m not good enough or that I can’t do what my counterparts are doing. That mindset has been key in helping me navigate this industry.

Having a strong support system has also been really helpful, which goes back to my parents, as well. They’re not in the industry at all. They live in Ohio and know nothing about Hollywood. But they’ve always been my biggest support system. Even with D.R., when I have questions, they’re usually the first two people I call.

But yes, it’s challenging. Even running D.R. day to day, it’s constantly a new challenge, especially in this current political climate.

I know a lot of people in entertainment don’t have parents that understand the industry, so that’s great that your parents have been such a support.

Definitely. Yeah, my parents have never lived in L.A. or New York. They’re originally from the South. But they’re smart people, and I think that matters more than anything.

When you were first starting out in your career, what’s something you wish someone had told you that you now tell early-career professionals?

This might sound a little boilerplate, but honestly, networking. I think younger folks hear that a lot more than I did. Back then, it wasn’t something people were hammering into us.

When I was younger, I was so focused on school. I was like, ‘Let me get the A's. Let me study. Let me pass the test.’ And don’t get me wrong, that’s important. But I wish I had spent just as much time building relationships, because they can take you way further than a grade ever will. That’s a big reason why D.R. has been able to be successful. It’s because of the people I know in this space. 

The other thing I’d say is be open. If you had asked me in law school, ‘Ten years from now, you’re going to be running a startup in L.A.,’ I would’ve been like, ‘You are smoking a type of crack I’m unfamiliar with.’ I thought I was going to graduate, work at a big law firm, and that would be it.

Be open to all the possibilities, all the opportunities, because, sometimes that’s where the real success is. I meet a lot of young people who are like, ‘I’m going to do this, then I’ll go here, then I’ll do that.’ That’s great, have a plan. But be flexible.

That’s a word!

You’ve gotten to work with so many professionals across the industry. Who’s someone who’s inspiring you most right now?

As a founder, I’m really inspired by other founders in this space. People like Charles King, Issa Rae, Tyler Perry, the founders of Gold House. Anyone who has built something from the ground up and created opportunities for others along the way, I always find that incredibly inspiring.

I’m always drawn to people who are creating their own path, building something out of nothing. 

THE STATE OF DEI

With all the discouraging DEI pullbacks taking place in our industry (and country at large), many people are feeling uncertain about the future of DEI initiatives and how companies value multicultural perspectives. How can people of color stay encouraged in these times and ensure we maintain a place in this industry?

Two things. First, that all of this is cyclical. Yes, a lot of companies are eliminating their DEI departments, walking back their mandates, but this moment isn’t going to last forever. The industry always moves in cycles. So just know that what's going on right now won't last forever. At some point, things will be back on the uptick.

And then, number two, continue to add value. Some of the most successful young people I’ve seen are the ones who are constantly finding ways to bring something meaningful to the table. Because, at the end of the day, if you’re someone who’s consistently adding value, they’re going to keep you around no matter what. Always be cognizant of your value-add. The cream rises to the crop.

And to go off of that encouraging word—where do you think the entertainment industry is actually making progress right now?

One of the biggest areas where I’ve seen progress over the past few years is ownership. I’m seeing a lot more people of color stepping out and creating their own firms, their own agencies, their own companies. I think that’s huge. We need more ownership in this industry from people of diverse backgrounds.

Overall, I’ve also seen the space diversify. I don’t think we’re going backwards, and I don’t think we’re staying stagnant either. There is progress. I’m seeing more diversity behind the scenes, and specifically in representation roles. Those numbers are improving. Are they improving at the rate I would like to see? No. But the needle is moving, and that’s important.

And I know the community is very grateful to have Diverse Representation as a resource to move that needle even further!

That’s the goal!

And I’m especially excited about new events we have coming down the pipeline. We haven’t officially announced it yet, but we’re working on a new conference focused on Black professionals in the entertainment industry. It’s going to bring together Black assistants, producers, directors, executives, and reps, all in one space over a weekend.

That’s just one thing we’ve got coming, but we have more. I’m really looking forward to what’s ahead.

And for my very last question, Black Women in Sports Day took place on July 7, a day Diverse Representation founded! I’d love to hear what this day means to you, and how you celebrated.

Yes, this day means a lot to me!

We created Black Women in Sports Day in 2023. Like I’ve said, at Diverse Representation, we’re all about filling the gaps in the industry, and at the time, I was seeing a major gap. I kept noticing that at a lot of sports conferences or in “women in sports” conversations, the focus was almost always on white women. Panels, articles, events, they were rarely inclusive of Black women.

So one day I woke up and thought, ‘You know what? Let’s just create a holiday.’ That’s the great thing about being an entrepreneur, I can have an idea in the morning and try to bring it to life by the afternoon. I emailed my intern and asked, ‘How do you create a holiday?’ She figured it out, we filed the paperwork, and here we are a few years later.

In 2023, the first year we launched it, it mostly lived online. A lot of people posted about it on social media, and we got a ton of buzz. Then last year, the White House invited us to be part of a celebration of Black women in sports, and we also hosted a private brunch.

This year, we partnered with Wasserman to publish the first-ever report on the impact of Black women in sports, which was released on July 7. My hope is that next year it’ll be even bigger with celebrations on both coasts.

That is just wonderful to hear. Jaia, thank you so much for your time! This was an immense pleasure, and we’re so excited to see what Diverse Representation does next!

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In addition to releasing their report with Wasserman, on July 7, Diverse Representation rung the Opening Bell at NASDAQ in honor of Black Woman in Sports Day and hosted a celebratory event in New York City, featuring two Black women sports team owners!