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 lead the Urbanworld Film Festival into its subsequent chapter. A seasoned advertising government and cultural strategist with longstanding ties to movie, tv, and impartial storytelling, Jones—co-founder of the publicity and advertising agency Verbal Slick—will lead Urbanworld by way of a milestone 12 months 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 defined by reinvention, collaboration, and purposeful change.
You’ve accepted the function of director of the Urbanworld Film Festival for 2026. On a private degree, what does this signify 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 usually.
After the pandemic, the competition was hit onerous, after which the strikes got here. I nonetheless liked Urbanworld, but it surely was completely different. It was not the identical expertise. That was the second I began considering possibly I may 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 guide publicity and content material seize for the competition. That expertise was unimaginable. This 12 months, I used to be positioned in an interim function in the course of the remaining 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 12 months. How does that legacy issue into your considering?
Urbanworld turning 30 is important. Stacy Spikes shouldn’t be solely the founder however a real visionary in movie and expertise. He created the competition after attending Sundance and seeing a scarcity of illustration. This is decades-long work. My duty is to honor that legacy whereas serving to form what the subsequent 30 years of Urbanworld can appear to be.
What do you’re feeling you deliver to the desk as a director?
I deliver an understanding of each side of the business. I’ve spent the final 15 years working with movie from the shopper aspect, so I perceive what shoppers wish to see, what they anticipate by way of return on funding, and the way festivals can activate partnerships in significant methods. I additionally deliver a deep respect for impartial filmmaking.
How do you propose to broaden alternatives for impartial filmmakers by way of the competition?
I’m a connector by nature. Through the innovation summit, we wish filmmakers to not solely find out about rising instruments like AI, however perceive how one can use them positively for storytelling. It is about bringing thought leaders collectively, sharing data sooner than now we have prior to now.
You’ve spoken a few shift taking place 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 is 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 stuffed, and folks having the ability to say, “We did that.” We didn’t have numerous time to plan. Being ready to have a look at the signage, the foyer, the vitality, 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 look after creators, balancing respect for the competition’s founding mission with an urgency to evolve. For Jones, success shouldn’t be solely measured in packed rooms or polished programming, however in filmmakers feeling seen, supported, and empowered to maneuver ahead.
RELATED CONTENT: RZA Says AI Is Transforming His Creative Process In Film and Music
About The Author
