Echoing a tale as old as time: behind every project lies a bold idea and a creative mind eager to bring it to life. That’s how cultural innovator Jordyn Weaver began her entrepreneurial journey. While attending college at North Carolina Central University, Weaver discovered the historical significance of Durham’s Parrish Street—a once-thriving business district of Black-owned enterprises between the late 1800s and mid-1900s, often referred to as “The Black Wall Street of Durham.”
“It sparked a passion in me to want to empower the Black community through entrepreneurship and innovation,” she recalled.
According to a 2017 report conducted by the nonprofit Prosperity Now, the median wealth gap of Black Americans is projected to reach $0 by 2053. “This was me, maybe 20 or 21 years old in college, and I felt so inclined to do something about that,” Weaver told GU.
Fueled by this mission, she launched The Black Market Company at NCCU—a marketplace where people could shop and discover Black-owned brands. She also introduced The Empire Awards in Durham, a ceremony recognizing local Black-owned businesses, while honing her entrepreneurial skills through pitch competitions.
After graduating in 2019 with a degree in Fashion and a minor in Business, Weaver earned a full-ride scholarship to UC Irvine to pursue a Master’s in Innovation and Entrepreneurship. “That [program] equipped me on how to build a scalable start-up and build something that people wanted,” the businesswoman admitted.
Her passion for empowering Black-owned businesses and her growing curiosity about the tech space eventually sparked her biggest venture yet: Forefront ATL, the first user-generated content platform built for the culture.
“Forefront really transpired in 2021,” Weaver began. The vision took root during her time at The Black Market Company, but the concept sharpened after the pandemic and the wave of social injustice that followed. Weaver recognized the exhaustion felt across the community—and the need for a new approach to circulate the Black dollar.
“[During that time], I always made sure to support a Black-owned business. Then, I realized, this is the right moment for what we’re doing,” she discussed.
Simultaneously, the creator economy was undergoing a pandemic-fueled boom—yet Black creators were consistently underserved and underpaid. Seeing this digital divide, Weaver asked the question: “Why don’t Black creators have platforms to amplify or champion Black-owned brands?”
Forefront was already in motion, but alongside her business partner Alton Peques, Weaver began to reimagine it as a content-driven ecosystem—one that would put Black creators at the center. “We wanted to merge these two spaces and create an opportunity for creators to work with brands that value them,” Weaver commented.
The Atlanta-based startup now serves as a matchmaking space—connecting brands looking to increase visibility with creators who share their values. And for creators, it’s a platform to find partnerships rooted in authenticity. One collaboration at a time, Forefront ATL is working to level the playing field for emerging talent and the brands they believe in.
For more details, join the Forefront ATL Slack community to stay updated on influencer marketing trends and receive updates on partnership opportunities.