by Kandiss Edwards
January 11, 2026
As Urbanworld celebrates one other decade, Jones is clear-eyed about each the challenges forward and the chance they current.
Verona “VJ” Jones is stepping right into a pivotal second in her profession as she prepares to steer the Urbanworld Movie Pageant into its subsequent chapter. A seasoned advertising govt and cultural strategist with longstanding ties to movie, tv, and unbiased storytelling, Jones—co-founder of the publicity and advertising agency Verbal Slick—will lead Urbanworld by means of a milestone yr because it celebrates its thirtieth anniversary. Jones spoke with BLACK ENTERPRISE and mirrored on legacy, group, and the duty of stewarding one of many business’s most enduring platforms for Black filmmakers whereas navigating a cultural panorama outlined by reinvention, collaboration, and purposeful change.
You’ve accepted the function of director of the Urbanworld Movie Pageant for 2026. On a private degree, what does this characterize for you at this stage of your profession?
Urbanworld has at all times represented Black excellence to me. It represented the highest tier of our group, our tradition, movie, and tv. By round 2013, I used to be attending commonly.
After the pandemic, the competition was hit onerous, after which the strikes got here. I nonetheless cherished Urbanworld, but it surely was totally different. It was not the identical expertise. That was the second I began pondering perhaps I might assist from a publicity standpoint.
How did that assist evolve right into a management function?
In 2023, we [Verbal Slick LLC.] got the chance to steer publicity and content material seize for the competition. That have was unbelievable. This yr, I used to be positioned in an interim function throughout the ultimate three weeks of the competition. It was a whirlwind, however receiving the provide to formally direct the competition for 2026 was large.
Urbanworld is approaching its thirtieth yr. How does that legacy issue into your pondering?
Urbanworld turning 30 is important. Stacy Spikes just isn’t solely the founder however a real visionary in movie and expertise. He created the competition after attending Sundance and seeing an absence of illustration. That is decades-long work. My duty is to honor that legacy whereas serving to form what the following 30 years of Urbanworld can appear like.
What do you are feeling you deliver to the desk as a director?
I deliver an understanding of either side of the business. I’ve spent the final 15 years working with movie from the consumer aspect, so I perceive what purchasers need to see, what they count on when it comes to return on funding, and the way festivals can activate partnerships in significant methods. I additionally deliver a deep respect for unbiased filmmaking.
How do you propose to increase alternatives for unbiased filmmakers by means of the competition?
I’m a connector by nature. By means of the innovation summit, we wish filmmakers to not solely study rising instruments like AI, however perceive tips on how to use them positively for storytelling. It’s about bringing thought leaders collectively, sharing information quicker than we’ve previously.
You’ve spoken a couple of shift occurring proper now. What do you see altering in Black tradition and group?
I really feel a consciousness shift round how we assist each other. I’ve seen extra collaboration in 2025 than most likely my total profession in focused advertising. I’ve watched sisters come collectively and say, “You’re higher for this gig,” or “Let me cross this chance to you.” That’s the place I would like us to be. That form of intentional sharing of alternative issues.
When the competition ends, how will you outline success?
Success is filmmakers feeling taken care of, sponsors feeling excited, rooms being crammed, and other people with the ability to say, “We did that.” We didn’t have loads of time to plan. With the ability to take a look at the signage, the foyer, the power, and know we constructed one thing significant.
As Urbanworld celebrates one other decade, Jones is clear-eyed about each the challenges forward and the chance they current. Her imaginative and prescient facilities on connection, innovation, and take care of creators, balancing respect for the competition’s founding mission with an urgency to evolve. For Jones, success just isn’t solely measured in packed rooms or polished programming, however in filmmakers feeling seen, supported, and empowered to maneuver ahead.
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