Blues Foundation’s potential brings new CEO Wilson Aden to Memphis
Since forming in 1980, the Memphisbased Blues Foundation has become the organizational beacon of the blues world. The foundation has developed the genre's two key events in the Blues Music Awards and International Blues Challenge, and has established membership and affiliates in 30 countries across the globe. Now, after four decades, the foundation seems ready to make a major leap forward, with the arrival of a new president and CEO in Patricia Wilson Aden.
“All organizations evolve, and the Blues Foundation is no exception to that,” said Aden. “The Blues Foundation has established a really solid place within the blues community. We feel it can grow its presence within the roots music community and likewise it can grow its presence in Memphis. We're at a point in our maturity where we can walk and chew gum at the same time. Through our board, through our staff and through a dedicated membership we are now well equipped to take that next step as an organization, to really broaden our impact and visibility.”
Aden — who most recently served as president and CEO of the African American Museum in Philadelphia — officially took over as Blues Foundation head in October, succeeding Barbara Newman, who retired after five years leading the organization.
Given her resume and experience, Aden seems uniquely qualified to lead the Blues Foundation into its next phase. In addition to a decade at the African American Museum (eight of which she served as president and CEO), she has also served as the executive director of the Rhythm and Blues Foundation, director of the Mid-atlantic Regional Office of the National Trust for Historic Preservation, president of the Preservation Alliance for Greater Philadelphia, and executive director of the DC Preservation League.
Michael Freeman, Chairman of The Blues Foundation's Board of Directors, hailed the hiring of Aden, and noted the
board was “thrilled to have found such an experienced and well-respected leader to continue the forward movement of the organization.”
For Aden, the potential for growth, expansion and development was all part of the package that lured her to the Blues Foundation and to Memphis.
“I've always been committed to the preservation and celebration of cultural resources, very specifically African American cultural resources,” said Aden. “When the Blues Foundation came knocking, it felt like this might be a wonderful opportunity to lift up and partner with the blues community, as far as recognizing legacy artists, reconnecting the blues with the larger African American audience, and insuring that the blues continues to be a vital, wellrecognized and honored musical genre. All of that really excited me.”
A native of Delaware, Aden is no stranger to the South having attended Spelman College in Atlanta (before going on to get her master's at Cornell University). Her arrival at Blues Foundation comes at a difficult moment. Like most music entities, The Blues Foundation has been hard hit by the COVID-19 pan
demic, which forced the 2020 Blues Music Awards to become a virtual event.
“This is a very, very challenging year,” said Aden. “But we did find that even with the BMAS being presented virtually, we engaged a wide and broad and diverse international audience. That tells us these programs and events are truly valued. Our challenge is to identify how we can continue to present them under these circumstances.”
As far as the International Blues Challenge — typically held in Downtown Memphis each January and drawing fans and participants from all over the world — Aden anticipates the 2021 IBC will be presented virtually as well, with a formal announcement expected later this month.
“While nothing matches the dynamic vitality of the International Blues Challenge on Beale Street, we are going to find a way to make sure that our constituency, our community comes together once again around the IBC,” she said.
Beyond continuing the well-established success of the BMAS and IBC, Aden is already looking at areas and ways in which the Blues Foundation can strengthen its brand and reach.
“I feel like the Blues Foundation's collection is an underutilized asset. We have a rich and deep collection of ephemera attached to the blues community. What better way to showcase our legacy artists, what better way to underscore the authentic history of our performers than to present that to the public?” said Aden, who is already doing a deep dive into the foundation's assets. Aden added that she hoped to “develop more exhibitions and partnerships that will allow us to really highlight the collection and blues history.”
Aden also notes that the Blues Hall of Fame — which has inducted some 400 members since 1980 and has had a physical location since 2015 — is also an asset that can be strengthened.
“When you look at Memphis' cultural landscape, we want to insure that as people travel through the touchpoints in the community, that they not only go to Beale Street and the Civil Rights Museum and Stax and Rock ‘n' Soul, but that they are also coming to the Blues Hall of Fame as well,” said Aden. “We absolutely want to increase our visibility and visitation there.”
“I think there's a real opportunity as we partner with the tourism and hospitality industry for the Blues Foundation to become integral to strengthening the Memphis brand,” she said. “People want to experience the music, but let's also peel back the layers and make sure they understand the rich history that goes along with that. And the Blues Foundation has the unparalleled opportunity and assets to tell that story.”
Aden stresses that strategic partnerships will be key to achieving those goals.
“I'm eager to engage with partners in hospitality and tourism, in the education community, as well as the larger cultural community to really see what the possibilities are,” she said.
“As a newcomer, even under the restrictions of COVID, I've been very gratified that the community here in Memphis has been really responsive in welcoming me and embracing the Blues Foundation and what we hope to achieve. I think there's a very exciting future that we can build towards.”