Black Artist-Led Organization | Kwanzaa Collective UK

‘We believe in the power of art to celebrate diverse cultures, histories, stories and communities. We envision a Staffordshire where arts, culture, heritage spaces and programmes reflect the diversity of the area. Our organisation serves as a hub, safe space, and place of connection for Black and Brown artists from other parts of the country. It is a springboard for local Black, Brown and Global Majority artists to thrive in Staffordshire and beyond by gaining skills, community and expanding their visibility and reach to a wider audience.’

There were many shared barriers in early, mid-career and professionals within the creative sector, these included

Lack of visibility and tokenism.
Lack of representation in senior leadership and governance roles.
Lack of cultural awareness.
Lack of trust and confidence shown by the wider cultural workforce

It also identified that these factors are having a negative impact on the wellbeing of Black creatives and are providing fewer opportunities for them to thrive within the sector.

More than a Moment, West Midland Report, 2020.

The story of the Kwanzaa Collective UK begins with Gabriella Gay, a visionary, business owner and poet. A uniting force that often draws different sections of society together through art, her idea for Kwanzaa collective came early in 2020 and began life as the plan for a black female art exhibition and a group designed for women's wellbeing inspired by the Girl Trek movement.

In the immediate aftermath of the death of George Floyd, a meeting of three other Black poetic minds from across the Staffordshire region gave light to the possibility that Kwanzaa Collective could expand into something much bigger. Initial meetings, which began as an opportunity to unite and express as black creatives within a safe space gave light to the question, "How do we build our community?

As collective grief turned into a sense of collective responsibility, callouts to other artists, activists, and academics were made and the process of building the community had begun. Kwanzaa Collective UK was constituted on the 10th of May 2020 and officially began its work of using the principles of Kwanzaa all year around to raise the visibility and profile of artists, empower young people and inspire Black and Brown people to prioritise their wellbeing. Forming a seven-year plan, the focus of the first year of our work was ‘unity’.

In that first year of creating we discovered that our work falls into three key strands: Artist Empowerment, Young People’s Empowerment and Wellbeing.

We established in May 2020 as an association and have recently (Jan 2025) registered as a CIC to continue our journey to use creativity, collective activism and collaboration to leave the places in which we work more beautiful, and beneficial than when we inherited it.

Since our establishment in May 2020, and our registration as a CIC during Kwanzaa in Jan 2025, Kwanzaa Collective UK has emerged as a transformative force in Stoke-on-Trent and Staffordshire for Black and Brown communities, artists and arts organisations.

We’ve championed Black, Brown and Global Majority creatives, providing over 425 individual work opportunities for artists, developed and delivered Black-led cultural programmes with over 25 partner organisations, and advocated for appropriate representation and engagement throughout our regional creative sector. We’ve looked beyond representation to look at who is making work, to who is commissioning work, curating work, and who is the audience for that work, and have placed racially marginalised people at the core of arts and heritage spaces as leaders, creatives, artists and audiences.

The extensive media coverage of our diverse programming and events in the news and radio reflects the profound impact of our work in elevating creatives and promoting diversity through strategic partnerships and collaborations with influential organisations working in Staffordshire and beyond.

Kwanzaa Collective UK continues to address the barriers and obstacles faced by Black, Brown and Global Majority Artists - Discrimination, lack of visibility, tokenism, lack of representation, lack of trust, limited access to opportunities – and are leveraging our resources and network to address systems that have for two long kept Black, Brown and Global majority artists and creatives from achieving their aspirations in the arts and cultural industries.

Our future is driven by our vision and mission statements:

We are connecting, supporting and championing Black, Brown and Global Majority creatives in Stoke-on-Trent, Staffordshire and the surrounding areas. Through creativity, collective activism and collaboration Kwanzaa Collective UK we are striving to leave the community more beneficial and beautiful than we inherited it.

We want:

Opportunities and spaces that encourage the creative growth of Black, Brown and Global Majority Creatives in Staffordshire. We envision a place where they can thrive in Staffordshire and beyond. This includes in facilitation and leadership roles within Kwanzaa Collective UK* and the wider arts and cultural sector.

To create, curate and produce high quality artwork, performances and events that empowers, and is co-created with Black and Brown communities We believe in the power of art to celebrate diverse cultures, histories, stories and communities. We create Arts programmes that educate, entertain and celebrate the diverse communities in Staffordshire. We envision a Staffordshire where arts, culture, heritage spaces and programmes reflect the diversity of the area.

We want young people from all backgrounds to explore creativity through making, moving, listening, creating and sharing skills.

We want to inspire Black and Brown people to prioritise their wellbeing and create health and wellbeing rituals as a radical act of self-care.

Mission

We support Black, Brown and Global Majority artists and young people. We build community and amplify racially marginalised voices. We build arts and wellbeing programmes that educate, entertain and celebrate, building bridges across communities whilst connecting people from different ethnicities, backgrounds and age groups.

We aim to:

Nurture Creativity: One of the challenges of Creativity is creating spaces and opportunities for everyone, especially the youth, to express and develop their creative abilities.

Balance Tradition and Innovation: We are finding a balance between respecting and carrying forward traditions and embracing new, innovative ideas.

Inspire Everyday Creativity: We believe in inspiring daily acts of creativity, whether in art, work, community service, or problem-solving.

Educate and Mentor: We emphasizes the importance of teaching and encouraging creativity and innovation in younger generations.

Lets Connect

Who We Are

Amplifying Black & Global Majority Voices

We are a Black artist-led charitable company using the principles of Kwanzaa and creativity to raise the visibility and profile of Black, Brown and Global Majority artists, empower young people and inspire Black and Brown people to prioritise their wellbeing.

Overcoming Systemic Barriers

Yesterday

By poet Adrian McKenzie.

Today

By Gabriella Gay

Tomorrow

Creativity. Legacy. Community.

Our Artists