“When I was nominated before, I wanted to win – but you don’t mind losing to Barack Obama,” said best-selling author and acclaimed producer Lyah Beth LeFlore.
That was her first NAACP Image Award nomination back in 2007 for the book she co-authored with Eddie Levert and his son, the late Gerald Levert.
Five years after she lost to the future President of the United States, LeFlore picked up her first statue alongside Shirley Strawberry in the “Best Literary Work: Debut Author” category for The Strawberry Letter: Real Talk, Real Advice, Because Bitterness Isn’t Sexy.
“I wanted to win this time, but I just kept saying to myself, ‘God, whatever you have for me – I’m just truly grateful and thankful to be nominated,’” said LeFlore. “But winning feels really, really, really, really great!”
Two weeks later, LeFlore can still offer an instant replay of the moment leading up to her win. She’ll probably be able to do so forever.
“It was a crazy afternoon. Traffic was typical for L.A. – a parking lot – and our award was handed out during the pre-show. The pre-show started at three, and I didn’t arrive until 2:45 p.m.,” LeFlore said.
“Shirley and I met up, and as we were walking to our seats they were already on our category – and announced our names. I dropped my clutch, Shirley threw her shawl and we ran towards the stage trying not to stumble. It was truly a Lucy and Ethel moment.”
It wasn’t until they both approached the podium and stood in front of thousands – including the best and brightest in Black America – that they realized that neither one had prepared a speech.
“I was thanking people, she was thanking people and we were just trying to make sure we didn’t leave anybody out,” LeFlore said. “I was like, ‘Oh no, did I thank God?’ but she was thanking God. It was crazy, but it was all good.”
As she approaches the 10-year anniversary of her literary debut via Cosmopolitan Girls, LeFlore has truly been blessed in her career. The fact that her first nationally recognized award comes from “her people” is not something LeFlore takes lightly.
“The beauty of the NAACP is they have opened up the show and now the winners and nominees represent the show as image awards,” LeFlore said. “Even though it is all about us and how we are as African Americans, it is honoring all that speak to our spirits and connect to who we are as a people.”
Collabo with Ced
Praising the spirit through positive reflection is next on LeFlore’s agenda. She is shopping a feature film script based on her second book, Last Night a DJ Saved My Life. She also is working as co-executive producer with another St. Louis native, Cedric The Entertainer, on a half-hour program for the Disney Channel.
“St. Louis is all over the place, and it’s awesome that STL-born and -bred creative folks can come together like this,” LeFlore said. “I said, ‘Ced, you want to do this?’ And he’s at a place where he’s interested in doing more things behind the camera.”
LeFlore describes the show as “The Cosby Show meets The Partridge Family” and said they will be turning in a script soon.
“It’s going to be an exciting cast of actors and actresses to make a great modern-day family that speaks to something that we desperately need to see – the value of family in the community again,” LeFlore said. “And the beauty of working at a place like the Disney Channel is that they have really made this show a priority.”
In the meantime, she is basking in her victory, for herself, her family and her city.
“It’s always about honoring my parents, and St. Louis has been really supportive of me as an artist who comes from an artist,” LeFlore said.
“My mother Shirley is an unsung hero here in Missouri, but me doing my thing allows her legacy as an artist and my father Floyd’s legacy as a musician to live. I feel like I’m doing them justice – and I’m just ready to win some more awards!”
Not Steve Harvey
LeFlore admitted that Strawberry’s Letter has been lost in the shadows of her co-host Steve Harvey and his role as a radio personality and relationship resource.
“I hope with this award the antennas will go up,” LeFlore said. “And people will recognize the book when they see it – and pick it up. Maybe now the book can get some well-deserved light.”
Strawberry’s book couldn’t be more different than Harvey’s approach. Instead of rules and pointers on how to get a man, Strawberry offers a surprisingly candid and insightful glimpse at the wrong turns she has made in life and love.
“You may hear her on the radio or see her and think she’s got it all together,” LeFlore said. “And in all actuality she, like many of us, has made some mistakes and has been controlled by the same fears. She’s your regular, everyday lady and that’s why the book is so important to me.”
