My Concern About National Celebrations of Juneteenth in an Age of Commercialization: A Reflection On A Holiday That Was Once Just for Black Folx

Today is Juneteenth, the longest-running African-American holiday in American history. Known as America's Second Independence Day, Juneteenth is when the descendants of enslaved persons commemorate the arrival of Union soldiers into Galveston, Texas, on June 19, 1865.  The Union soldiers brought news that the Civil War had ended, thereby liberating all enslaved persons. And while it may seem like a joyous occurrence, sadly, this momentous moment of liberation and deliverance arrived nearly two years after President Lincoln signed the Emancipation Proclamation. 

The delayed message of freedom was a result of the insufficient enforcement of freedom in Texas and the scarcity of Union troops in the region. For this reason, for two years, American enslavers illegally held Black bodies in captivity for the sake of white profit. Unlike the 4th of July, which I, in agreement with Frederick Douglass, question as being significant for Black folks, there is no question about the importance and significance of Juneteenth for Black people in America. 

Derived from combining "June" and "nineteenth," Juneteenth has always been a celebration of Black history and a celebration of Black culture, Black food, Black artistic expression and Black cultural richness, and our ongoing fight for Black justice in these yet-to-be United States of America. In the 1920s and 1930s, depending upon where they were held, many Juneteenth celebrations were barbecue-filled festivals, with prayers, oratory, rodeos, baseball games, fishing, spades games, family reunions, and emblems of Black southern life on sale in authentic form.  The celebrations also included readings of the Emancipation Proclamation, the singing of the Negro National Anthem, Lift Every Voice and Sing, skits and plays, and the readings of Black poets like Phyllis Wheatley. 

For Black folks, Juneteenth is the commemoration of the end of an African-American holocaust that should never have occurred. Juneteenth is a reminder of the harrowing experiences and immeasurable suffering endured by enslaved individuals. For us, Juneteenth is not a celebration of the day when white people finally realized that the sin of slavery would send America to hell, as that would further center whiteness on this day, which is not the intention. Instead, as Black people Juneteenth is a celebration of the resilience and survival of the Black community in the face of white terrorism, Black oppression, and the delayed liberation of Black peoples. That is what Juneteenth means to us, and this is how we celebrate it. 

But as the husband of a Texan whose family faithfully celebrated this holiday before it became so popular, he and I have begun to wonder, What is the celebration of Juneteenth for and to the descendants of former enslavers? What does the celebration and commemoration of Juneteenth mean for white folk, and why has this Black celebration become such a popular occurrence within white spaces? The truth is that the increased recognition of Juneteenth can be attributed to various factors. In 2020, the murder of George Floyd by Minneapolis police officers sparked nationwide protests and drew attention to racial inequality and systemic racism. The murder of Floyd, the impact of the pandemic, and the ignorant actions of Trump in 2020, along with the Black Lives Matter movement and other social justice movements, significantly raised awareness about issues of racial injustice.  Black Twitter and social media took to the internet during the pandemic to celebrate Juneteenth amplifying the voices and experiences of African Americans and pushing Americans to strive toward a more inclusive and fair society that addresses the ongoing struggle for racial justice and equality. As a result, Juneteenth has also been appropriated by white America as a significant day to highlight the deep-rooted systemic racism in the United States stemming from the legacy of slavery. It became the 11th Federal Holiday in the United States in 2021 when President Joe Biden signed the Juneteenth National Independence Day Act into being. I want to reiterate that I understand and respect the reasons behind Black people's celebration of Juneteenth. But the Black reasons for celebrating cannot be the reason why white individuals celebrate Juneteenth because white people should not celebrate Black resilience in the face of white terror because such would be a form of toxic white voyeurism. To enslave a people and then celebrate their resilience without actively confronting the systemic injustices that caused their suffering is to perpetuate a cycle of exploitation and erasure that is retraumatizing to the Black masses. Therefore, what does the celebration and commemoration of Juneteenth mean for white folk?

I ask this question because I am not so sure that white people should be celebrating Juneteenth as much as they should take the federal holiday as a time to reflect on critical race theory, wokeness, and repentance. I say this because I am afraid of what this holiday is becoming and will become in the hands of white corporations and white event coordinators. I fear that Juneteenth is being commodified. Black Americans and Black folks in America are still struggling. But companies like Adobe, Allstate, the NFL, Nike, Target, and Spotify are making money from a narrative of Black liberation and freedom when that freedom and liberation has yet to be realized. 

I fear that the commodification of Juneteenth may follow the path of commercialization that has resulted in a diluted and inaccurate depiction of a non-radical Martin Luther King Jr. during the King Holiday, as well as the homonormative commercialization of Pride. 

The current state of the King Holiday and the commercialization of Pride exemplify society's inclination to sanitize and dilute significant historical events and movements for the sake of financial gain and political correctness. 

For this reason, as descendants of enslaved persons, we must make sure that the real significance of  Juneteenth does not suffer the same fate. We must preserve the authenticity and integrity of Juneteenth by resisting its commodification and commercialization while reclaiming and centering the true meaning of this day in the ongoing fight for freedom, justice, and against systemic racism. Black people must preserve the significance of Juneteenth while resisting the temptation to commodify, commercialize or deform its true essence. 

If non-Black folks wish to truly honor Juneteenth, it is crucial for them to educate themselves about the history of slavery, its enduring legacy, and the ongoing impacts of racial inequities throughout the year. Without genuine commitments to addressing these issues and dismantling systemic racism, the celebration of Juneteenth is but mere symbolism that is devoid of substantive action. In this vain, all-white celebrations of Juneteenth that avoid discussing fighting for reparations are wastes of time! I also urge our white siblings to stop talking about how uncomfortable it is to talk about racism or police violence. Prioritizing your comfort is a distraction that overshadows the values of truth, bravery, and authenticity. Instead of dominating conversations, we encourage white individuals to listen attentively and understand what actions are necessary. Stop acting like racism doesn’t exist in New England just because we are the home of many famous abolitionists. 

It is important to honestly confront and face the manifestations of white supremacy in all of its micro-aggressive forms if we wish to truly overcome it. During Juneteenth, it is also crucial for white individuals to hold their white peers accountable for racist behavior and comments so that Black people do not always have to take on the responsibility of calling out racists or fixing racism. That is what Juneteenth must mean for white Americas. It should be a call to action! 

For Black folks, however, Juneteenth will always be a REMINDER. Juneteenth is a reminder that white America lies. Juneteenth is a reminder that Black Folx are still the last to get what is owed us. Juneteenth is a reminder of the Black struggle and resilience in our ongoing fight for racial equality in America. Juneteenth is also a reminder that should prompt us all to confront the lasting legacy of slavery, the new Jim Crow, the prison industrial complex, and the evisceration of Black voting rights and determine where we go from here. Juneteenth is a reminder that we are now our own Freedmen's Bureau and should teach our children and our churches true American history, especially as Florida and others make insidious moves to either white-wash or wash away our history in libraries nationwide. And Lastly, Juneteenth is a reminder that Black folks only have two holidays that belong to us (King Day and Juneteenth), and we must not squander either one. Long live Juneteenth! But performative white celebrations of Juneteenth must be demolished! Keep the real Juneteenth alive!