This year marks the 25th anniversary of Atlanta Black Pride, one of the largest Black Pride celebrations in the United States. And unlike previous years, In The Life Atlanta (ITLA), the non-profit organization responsible for Black Pride programming is no longer at the helm. Instead, Atlanta Black Pride, a separate entity led by former ITLA representatives, Terence Stewart (President, Atlanta Black Pride) and Amber Moore (Vice President and Chief Operating Officer, Atlanta Black Pride), are now leading organizational efforts for all official Atlanta Black Pride events. It’s an important distinction, among others, that Stewart and Moore are being more vocal about in the days leading up to this year’s Black Pride celebration and since departing ITLA. 

“For the longest, you would hear that nobody was in control of Atlanta Black Pride, especially from people that are new to Atlanta,” says Stewart. “Who is in charge? There is no cohesion,” he recalls hearing from members of the community. “But when you look at Atlanta Pride, you know who's in charge.”

Moore, who says she and Stewart have been working in the “last four to five years to correct the misinformation” about Atlanta Black Pride leadership, cites this as one reason the pair split from ITLA; this year’s celebration represents a turning point. 

“I feel like we've stepped up our game coming into 2021, on one level,” says Moore. “But we also stepped it up because we're 25 years in and we really wanted people to understand that,” she says. 

After suspending in-person Atlanta Black Pride events in 2020 because of the global pandemic, organizers moved all official Atlanta Black Pride events online. This year, Moore says attendees should expect an even better experience than in previous years, with two days of events in Central Park, an expanded virtual film festival, literary cafe, streamlined workshops at the host hotel—Atlanta Marriott Midtown Suites—live workshops in the park, and the addition of the Celebrity Ambassador, and the Trans Life Awards–a new program along with Friends of Pride. 

On August 25, Jamie Ferguson, Executive Director of Atlanta Pride announced the cancellation of their annual Pride Parade and all in-person events scheduled for October, citing an increase in COVID-19 cases “more than tenfold since July 1 and the City of Atlanta’s moratorium on events over 50,000 attendees; with the expectation that the Delta surge will continue for weeks ahead.”

Stewart tells The Reckoning that Atlanta Black Pride festivities will proceed with COVID protocols in place to ensure the safety of all vendors and attendees. 

“We are currently following CDC guidelines and have planned for social distancing at the [host] hotel as well as the park,” says Stewart. At the hotel, all community partners will be required to wear a mask while attending our events. On Saturday and Sunday, vendors have spaced out 10 ft on all sides at the park festival to allow social distancing. Masks, hand sanitizers, and additional handwashing stations were added as part of our COVID plan. Also, Fulton County Board of Health will be onsite both days to provide COVID tests and vaccinations for anyone who wants or needs it,” he adds. 

Fraudulent vs Real 

Besides preparing for the looming threat of COVID-19, the two leaders are also vigorously defending the Atlanta Black Pride brand—putting promoters on notice who use the name for personal financial gain without consulting Atlanta Black Pride leadership. 

“Before the split, they were allowed to use the brand. They were riding on the coattails of being able to put Atlanta Black Pride on their stuff. Now it’s not as easy,” says Moore.  

“Here’s the thing: they won’t do it in October,” she says, referring to the month of the annual Atlanta Pride celebration. “They do it to us because they have no respect.” 

In a press release issued by Moore and Atlanta Black Pride in February 2019, under the headline “Reclaiming Atlanta Black Pride,” Moore wrote: “The 22-year-old Atlanta Black Pride Organization is “reclaiming its legacy and its ownership of its intellectual property—Atlanta Black Pride—that has been usurped, misrepresented and maligned over the past several years by various individuals and groups hoping to capitalize on the legacy of the organization.”

Stewart tells The Reckoning that for many promoters, Atlanta Black Pride and Labor Day Weekend is simply a “money grab.” 

“Let’s be completely honest. The people who are party promoters make their entire year that weekend. You don't see them any other time of the year, except for the MLK celebration in January,” says Stewart. “But between February and July, you don't see or hear from the majority of them. I will say that RT Parties, Angel X, usually have something going on to keep their name out there. But the majority of the parties that you see [promoted], about 75% of those people live here, 25% of those people don't live here. They come to town for that weekend to capitalize, and 25% of the revenue leaves the city when they leave,” he says. 

Moore tells The Reckoning that Atlanta Black Pride leadership has extended invitations to meet with select promoters who they believe are respectful of the brand with hopes of collaborating to no avail. 

“You've got people that want to put Atlanta Black Pride Weekend on their stuff. No, that's not for you to use,” says Moore. “And even worse, you don't even think about us after you've made your $80,000 or whatever amount you've made that weekend. You won't even donate to us. You toot your nose up, but you rode my coattails.” 

According to Moore and Stewart, being able to conduct business and secure corporate sponsorship for Atlanta Black Pride as leaders of the organization is crucial, but is often disrupted by promoters who “have gone to corporate sponsors and collected money for your event through our name.” 

“When we knock on the door, we walk in there and we say, here's who we are and this is what we have to offer,” says Moore.  

“They're saying to us, I've already given to you, gave to you last year, gave to you the year before. So I’m confused,” she says. 

Moore and Stewart say they will not hesitate to file lawsuits in response to promoters who continue to use the Atlanta Black Pride name without permission. 

“I want all of your assets,” says Moore. “You can say that I'm the angry Black lesbian. I’m okay with it because I’ve worked too hard. Terence has worked too hard. We’re almost out of the holes that previous administrations from ITLA put us in.”

In a statement issued to The Reckoning from Rickie Smith, current President of ITLA, the organization welcomed the opportunity to cease day-to-day operations for Atlanta Black Pride events. 

“ITLA is more than just Pride. We are a foundation working to build year-round programming,” says Smith. “Our focus is on community building with partners across the country while seeking corporate funding for a more comprehensive package for the community.” 

Although Smith’s focus as president of ITLA has shifted, he says he understands the frustration of having the Atlanta Black Pride name used by others who are not directly involved in the months of planning for official Atlanta Black Pride events. 

“If I threw a party and put your name on it and you had nothing to do with the party, would you be upset? At the end of the day, you [promoters] walked away with the bag, and I was left with the complaints. How they [attendees] stood in line for an hour thinking the price would be $20 dollars if you got there before 10 p.m., and they arrived at 9:59 and then had to pay $30. We deal with that stuff all the time,” says Smith. 

With legal action squarely on the table for Moore and Stewart to prevent those unaffiliated with Atlanta Black Pride from benefiting from the use of its name, Stewart reveals that “trademark and copyright was a failure of previous [ITLA] administrations.”

“Currently, some unknown entity has attempted to register the name. We are in conversation with our attorneys on this matter,” he says. 

“I have faith in Atlanta Black Pride. I just want all of the community to respect it,” says Moore. “We know there’s stuff in the past that needs to be cleaned up. That's what we’re doing. But I need the community to come in and stand with us, and stop going against us, and realize what's fake, fraudulent, and criminal, versus what's real and is always going to stand here to help you.”