In the heart of New Orleans, a bookstore stands as a beacon of literary empowerment. Baldwin & Company, founded by DJ Johnson , is more than a place to buy books—it’s a movement. I sat down with DJ to discuss his vision, the power of Black literature, and the challenges facing independent bookstores.
Jeff Rivera: Why James Baldwin in particular? What did he do to resonate with you?
DJ Johnson: I think he’s the greatest writer in the history of literature. He encapsulates the true essence of America better than any other person who has put pen to paper. The breadth and versatility of James Baldwin—his playwriting, poetry, essays, and novels—make some of the most poignant points that still resonate today. He’s probably the most quoted writer in contemporary society right now.
What drove you to create this bookstore?
It was accidental. My mom got sick, so I quit my corporate job to take care of her. I started talking to kids in my old neighborhood, seeing them engage in mischievous activities. I explained to these kids, “I’ve been you. I know the levels of impoverishment and crime you’re facing, but there’s a better way.” When they asked what that way was, I’d pick up a book and say, “This. A book can take you places you’ve never dreamed existed and change your conditions.”
What’s your mission?
We’re dedicated to uplifting the community by providing access to educational resources, promoting literacy, and preserving our rich culture and heritage of African-American communities. I believe books can solve mass incarceration, reduce crime, improve healthcare services, and eliminate dire levels of empowerment within any community.
What kinds of books do you offer?
We have every genre—academic books, poetry, nonfiction, cookbooks, art books. About 80% of our inventory is BIPOC books, with 70% of those being Black books. We’re the number one seller of James Baldwin books in the world.
What do you wish book publishers would do to support booksellers?
Publishers focus too much on mediocre white people and don’t publish enough Black excellence. Even when they do, Black authors get a fraction of the money given to mediocre white authors. Publishers need to sign more Black authors, put money behind marketing and advertising, and fund tours for Black authors.
For booksellers, the margins are incredibly tight. Most bookstores’ profit margin on books is only 2%. Publishers need to understand how unsustainable this business model is for independent bookstores.
If you could reconstruct the book publishing and selling industry, what would you do?
It has to be a blitz approach. Focus on events, but also on day-to-day hand-selling to build relationships with customers. Have publishers support bookstores doing story time by donating books. Amplify marginalized voices and support local artists and authors. Provide spaces where diverse perspectives can be shared and celebrated.
In an industry grappling with change, Baldwin & Company stands as a model of what’s possible when books and community intersect. It’s a place where literature isn’t just sold; it’s a tool for transformation, echoing James Baldwin’s own legacy of using words to challenge and change society.
