At his first job in publishing, Lee Hawkins covered utilities and technology at the Wisconsin State Journal—a gig, he attests, “no one wanted.” Turns out it was their loss: “The utilities industry was being deregulated and the technology sector was exploding,” remembers Hawkins, “so it became a really hot beat.” His expertise would eventually get him recruited by another WSJ: the Wall Street Journal. And later, a CNBC deal (and his good looks) put him on national TV. Now the director of a documentary and author of a book, both titled NEWBOs: The Rise of America’s New Black Overclass, Hawkins has the gigs everyone wants. Too late.
Why did you decide to get into journalism?
I had the blessing of being an observer of society and culture through the prism of the many worlds I operate in. I’ve interviewed everyone from the CEO of General Motors to big rappers with a hundred-pound pit bull next to them looking at me like I’m a piece of raw hamburger.
Where did the idea for the NEWBOs project come from?
I saw African-Americans building wealth as entrepreneurs in sports, media and entertainment. These people had launched incredible careers—a reality that existed under the radar. People like Sean Combs and Chris Lighty are in control of their own destiny. As a result, there’s opportunity, challenge and pressure to not only get into the game, but stay there.
Was your intention with this project to motivate instead of just educate people?
Despite the encouraging phenomenon of Barack Obama, the reality is black people are not breaking through in the private sector to enter the highest echelons, where the money and power of America are largely concentrated. I am educating people of these uncomfortable statistics, so in that way, I’ve always thought of myself as a de-motivational speaker.
Being a black man, did you feel any pressure to portray your subjects in a certain light?
No. There are people who felt I shouldn’t have asked Bryan “Birdman” Williams about the $500,000 worth of platinum and diamonds he has in his mouth, but it’s part of his appeal as the CEO of a record label called Cash Money. You have to stay true to the essence of your subjects.
Any words of wisdom?
No matter what field you’re in, craft your brand unapologetically. Have a brand that’s representative of who you are and the work you do, so that when people see your name they know what it represents. My brand has integrity, and the respect and the trust of my readers. If I can be the only African-American reporter covering a press conference at the Tokyo Motor Show, then I shouldn’t be afraid to go into the ‘hood to write about the murder of the Denver Broncos’ Darrent Williams.
