In a night of conversation about his upcoming book and how it came to be, Baldwin & Co. bookstore and coffee will host award-winning author and journalist Ta-Nehisi Coates, at Xavier University of Louisiana on November 15 at 7 p.m., joined by fellow journalist and renowned political commentator Joy-Ann Reid.

His latest book, “The Message,” takes place in Columbia, South Carolina, where he not only explored his own book getting banned, but the city — which itself historically had been a major player in the Confederacy. He also takes readers to Palestine, “where he sees with devastating clarity how easily we are misled by nationalist narratives, and the tragedy that lies in the clash between the stories, we tell and the reality of life on the ground.”

Baldwin & Co. owner DJ Johnson first found out about Coates after reading “Between the World and Me” at the time of its release in 2015, and it immediately reminded him of the bookstore’s namesake, James Baldwin. “It was like, ‘Oh my goodness, this is Baldwin-esque,’” said Johnson. “I immediately saw the similarities between the perspectives, emphasizing the importance of how to navigate this world as a Black man.”

The conversation with Coates follows a tradition that Baldwin & Co. has held with bringing prominent Black leaders and pioneers to New Orleans such as Nikole Hannah-Jones, Charlamagne that God and Imani Perry.

Johnson said these events are a part of Baldwin & Co.’s goal to amplify underrepresented voices and to “inspire an ecosystem that celebrates literacy, that celebrates reading, and just an enlightenment of thought.”

To engage the community is to bring them people who they may see as idols, or who they see on social media and TV on a daily basis, he added.

“The fact that people are coming from all over the country to be a part of these discussions that provoke thought and inspire action just like James Baldwin’s work, that’s always been part of my mission,” Johnson said.

Additionally, having a Black-owned bookstore host the event at Xavier, a historically Black university, Johnson expressed it will be a “celebration of Black excellence” and that it shows the community supports one another.

“The publishing world is a white-dominant world, so we don’t control it,” he said. “Being able to do this fortifies our position that we can hold these monumental events in our community for us, by us.”

But what Johnson is the most excited about is the “critical conversation” about race, culture and society he knows Coates will bring to the community, and that it holds significance to be able to host him in New Orleans.

“We’re blazing a path that will inspire future generations of writers, thinkers and leaders,” he said. “It has the potential to position New Orleans as a literary hub, draw national attention, and drive the city towards the future of educational and cultural prominence.”

For more information visit Baldwin & Co.
Open 7 days a week, Monday – Sunday: 7am – 6pm
1030 Elysian Fields Ave, New Orleans, Louisiana 70117 or
Call: (504) 354 – 1741 to request books for pick up. 
Emails can be sent to [email protected] or tickets to the Ta-Nahisi Coates event can be purchased here.