Penguin Random House U.S. Celebrates James Baldwin
This month, the famous Penguin Random House author and civil rights activist James Baldwin would have celebrated his 100th birthday. Penguin Random House U.S. is commemorating Baldwin's life and work with a variety of creative activities. In addition to books, an exhibition and a podcast, PRH is working with the public Wi-Fi provider Link NYC to provide information about the Harlem-born author with “digital kiosks” placed at various locations in New York.
Author and civil rights activist James Baldwin (1924-1987) is regarded as one of the foremost U.S. writers of the 20th century. Baldwin, who died in 1987 and whose works repeatedly dealt with the themes of racism and sexuality, would have been 100 years old this month. Penguin Random House U.S. is commemorating the life and work of one of its best-known authors with a variety of creative activities during these weeks. "Baldwin's legacy as a writer and civil rights activist has left an indelible mark on history, and his wisdom and courage continue to inspire generations," writes Penguin Random House on a dedicated James Baldwin Centenary website.
One of the most high-visibility Baldwin campaigns organized by the U.S. publishing group is a cooperation with Link NYC, New York’s largest free public Wi-Fi network. The cooperation partners have set up “digital kiosks” throughout New York to commemorate the life of Baldwin, who was born in Harlem. The digital kiosks provide information about the author until the end of the month with important facts and archive photos and are located near places that are significant to Baldwin’s life. Other activities organized by Penguin Random House U.S. include Baldwin exhibitions at the Schomburg Center and the New York Public Library and a birthday party at Lincoln Center.
Of course, the publishing groups has also published books to mark the centenary. For example, a deluxe box set from Vintage containing Baldwin’s classic novels “Go Tell It on the Mountain,” “Giovanniʼs Room,” and “If Beale Street Could Talk,” which are also available individually as deluxe editions. Everymanʼs Library has published a hardcover volume of Baldwinʼs most important essays, in which the author addresses topics that are still relevant today, such as the struggle for equality, justice, and social change.
Vintage is also commemorating James Baldwin with a dedicated podcast. “The Baldwin 100” was developed in collaboration with the Baldwin family and the media team at Penguin Random House. In each of the eight episodes, Cree Myles, curator of the award-winning PRH online community “All Ways Black,” will interview authors, celebrities and friends of Baldwin to explain who Baldwin was and why he and his work are more relevant than ever today. Guests on “The Baldwin 100” include best-selling author Roxane Gay, Hollywood actor Billy Dee Williams, and Princeton professor and political commentator Eddie S. Glaude Jr. A new episode will be released every Tuesday until August 27.
The publishing group is further marking the occasion by renaming a category of its annual Creative Writing Awards. The “Fiction & Drama” category will henceforth be the “James Baldwin Award for Fiction.” The U.S. publishing groups has organized this writing competition for high school students for over 30 years with the support of the organization We Need Diverse Books. In addition, there are birthday boxes with a specially designed T-shirt from PRH subsidiary Out of Print, and tea from Brooklyn Tea. Also, extensive coverage in national media including NPR, CBS Sunday Morning and the New York Times, a partnership with the Instagram account @retrosoul_, and promotions with the Aesop Queer Library and the Meta Pride Fair. Bookstores have also received Baldwin display materials for decorating their windows.
Penguin Random House‘s Baldwin campaign is spearheaded by Christine Hung, Sierra Espinoza Figueroa, Jordan Rodman, and Kelsey Curtis from the Vintage Marketing and Publicity department. It represents a collaborative effort across various departments within Penguin Random House, including the Vintage publishing team, Consumer Marketing, Sales, Author Development, Penguin Random House Audio, and Claire Leonard in Legal.
“When we imagined the celebration for Baldwin 100, we wanted to find a way for all of New York to join in,” said Kristin Fassler, Senior Vice President of Marketing and Backlist Strategy for Knopf Doubleday Group. “With Link NYC, we invite all New Yorkers to remember the iconic author who left an indelible impact on the city we call home.” The Link NYC partnership will extend into September, when Penguin Random House U.S. will commemorate the centenary of another literary giant, Truman Capote, in association with Random House.
