‘We’re Not Always Represented in the Best Possible Way’ (EXCLUSIVE)

Whoopi Goldberg, renowned EGOT winner and accomplished business figure, is expanding her repertoire yet again as she ventures into the realm of streaming entrepreneurship.

Goldberg has invested in Blkfam, the premier Black-owned and Black-focused family streaming platform. This free service, supported by ads, is set to launch across various platforms.

Blkfam’s content library boasts an extensive array of offerings, including over 20 syndicated series and more than 1,000 hours of animated titles featuring diverse characters of color and varied gender experiences. Additionally, the platform features hundreds of hours of original music-driven content. Looking ahead, Blkfam has an ambitious lineup with 10 original live-action and animated series currently in development, scheduled for release throughout 2024.

Goldberg, together with Tom Leonardis, president of her production company Whoop Inc., has taken on the role of equity partner at New York-based Blkfam. In this capacity, she will oversee the creative development of exclusive programming initiatives for the platform.

The brainchild of digital media expert Larry Adams (pictured above), Blkfam caught Goldberg’s attention last year when Adams approached her about joining the venture. Reflecting on her involvement, Goldberg explained to Icon Genius Media, “I have a 10-year-old great-granddaughter — and there isn’t a lot of content out there created by people who look like her, for her. I feel like we’re not always represented in the best possible way.”

Goldberg expressed her excitement about being invited to participate in Blkfam’s inception, noting, “no one has ever invited me to be part of the ground floor. And this is not even the ground floor, it’s the basement!” She added, “I like the idea of being part of something that will grow… This is one of the things I hope outlasts me — I could be the Black woman Walt Disney!”

Drawing from her background in crafting children’s literature, notably the beloved “Sugar Plum Ballerinas” series, as well as her illustrious acting career encompassing more than 150 films including “The Color Purple,” “Sister Act,” “Ghost” (earning her an Oscar), and “Till,” Goldberg enriches her role at Blkfam with a profound reservoir of creativity and expertise. Currently serving as a co-host on “The View,” Goldberg’s involvement underscores her commitment to diverse and inclusive storytelling.

Adams remarked, “The enchantment of collaborating with Whoopi Goldberg lies in her boundless well of innovative concepts.”

As CEO of Blkfam and holding the majority equity ownership, Adams chose not to divulge the exact amount of funding secured by the company. Previously, he held the position of WarnerMedia’s Senior Vice President of digital strategy, product experience, and head of design. During his tenure, he played a pivotal role in designing and launching HBO Max (now known as Max) and DirecTV Now. Additionally, Adams served as a senior adviser for Mike Bloomberg’s 2020 presidential campaign.

Adams shared that his inspiration to establish Blkfam stemmed from an incident where he was perusing through the Black programming section of a popular streaming service (which he chose not to disclose) in search of suitable content for his children. Much to his dismay, he encountered an abundance of R-rated material.

“Black culture and content are frequently subjected to stereotypes, pigeonholing, or dismissal,” Adams explained. “I wanted to create a platform where my children and I could enjoy entertainment without confronting these daily biases. By meticulously curating authentic content—validated through data and artificial intelligence—primarily sourced from Black storytellers, we’ve crafted a platform that embodies genuine inclusivity and diversity. It’s a space where Black parents and children, in particular, can feel fully and authentically represented.”

Blkfam aims to curate a selection of “genuine, inclusive narratives” that not only entertain but also educate and celebrate Black American family-friendly content.

According to Adams, Blkfam addresses a significant void in the streaming market. A recent study by Nielsen revealed that despite Black audiences surpassing the average in media and TV consumption, they still feel misrepresented or overlooked in mainstream media. Adams asserts that Blkfam endeavors to fill this gap by delivering “family-friendly” and “impartial” content to streaming platforms. He emphasized the importance of launching the service during Black History Month.

Blkfam’s content partners include PlayWatch Kids and Candle Media’s ATTN:, both of which are collaborating on educational and empowering shows in animation and documentary formats, spotlighting ethnically and culturally diverse characters. PlayWatch’s lineup of animated series comprises “Gabby Galactic and the Orbiteens,” “The Marvelous Light,” “Black History Beats,” and “Kembe.” Additionally, Blkfam has secured licensing agreements with the Africa Channel to further broaden its content offerings.

“We are incredibly thrilled to join forces with Blkfam — we believe this marks a historic moment for families worldwide,” stated Jimmy Jenkins, owner of PlayWatch, in a press release. “Ultimately, this platform will leave a lasting impact on our children and future generations.”

Blkfam (blackfamtv.com) is set to be accessible across various platforms, including iOS, Android, Amazon Prime Video Channels, Apple TV, Roku, Amazon Fire TV, YouTube TV, and smart TVs from Samsung, Vizio, and LG.

Adams revealed that part of Blkfam’s strategy involves funding original series through partnerships with brands. “We are taking a different approach from other streaming services, which often amass vast libraries of content,” he explained. “Our curated approach means the catalog may not be as extensive as Netflix’s, but it will feature intriguing faces and stories that viewers may not have encountered before.”