Celebrating Unity on the First Day of Kwanzaa: Lessons from Beyoncé’s Halftime Performance

By Caryn Warren

As we close out the first day of Kwanzaa, dedicated to Umoja (Unity), it feels only fitting to reflect on the monumental performance Beyoncé delivered yesterday. Her Superbowl-worthy halftime show was more than just entertainment—it was a masterclass celebrating Blackness, collaboration, and unapologetic authenticity.

Beyoncé has long championed the principle of Umoja through her actions, using her platform to uplift and unite Black voices. Yesterday was no exception.

Beyoncé’s Celebration of Black Excellence

•  Honoring Black Women’s Legacy: Opening with Blackbird, a song rooted in the Civil Rights movement, Beyoncé spotlighted Black women in country music, inviting them into a space where their voices have historically been overlooked.
•  Showcasing HBCU Excellence: Partnering with Texas Southern University’s marching band, she reminded us of the unmatched talent cultivated within Historically Black Colleges and Universities.
•  Highlighting Overlooked Black Artists: By featuring Shaboozey, a Black country artist ignored by the Country Music Association despite his record-breaking success, she amplified voices that deserve to be heard.
•  Embracing Black Cowboy Culture: Introducing the world to a lesser-known but rich part of Black history, she celebrated Black cowboy traditions with pride.
•  Building a Legacy: Sharing the stage with her daughter, she embodied what generational wealth and legacy-building for Black families look like.

Lessons for Black Business Owners

Beyoncé’s performance was more than a cultural moment—it was a blueprint. Here’s what we, as Black business owners, can learn from her boldness and brilliance:

1. Lean into Your Authenticity: Embrace your culture, your history, and your identity with confidence. That’s where your power lies.
2. Collaborate, Don’t Compete: Sharing the spotlight strengthens us as a community and allows everyone to rise together.
3. Center Your People: Focusing on uplifting Blackness isn’t just impactful—it’s a winning strategy.

A Call for Unity

As we honor Umoja today, let’s remember that unity begins with celebrating and uplifting one another. In a world where Blackness often faces rejection, now is not the time to hide or shrink. Instead, it’s time to step into the fullness of who you are and design the reality you deserve.

Beyoncé’s hard work, talent, and commitment to excellence are undeniable. Let’s take a moment to learn from her bold marketing and branding, and let her example inspire us to build and rise—together.

This isn’t the time for negativity or tearing others down. It’s a time for UNITY. Together, we can create a new era reflecting our strength, pride, and legacy.

Happy Kwanzaa!