Cedric Walker was born to be an entrepreneur. He started a shoe-shine business at the age of six. While growing up, he was always selling something: frozen ice, Christmas cards, fruits and vegetables from a horse drawn cart. Walker was raised in a violent, drug invested neighborhood in Baltimore, MD. After he began to get into trouble, his father took him to Tuskegee, AL to live with his uncle. Soon after his arrival, Walker found an illegal club and spent most nights gambling. He said, “Even when I got there the street was still in me.” When Walker was 17, he had a job cutting grass. At the end of one day, he had earned $35. He told his friend that he was going to the crap house and “turn this money over.” Walker’s coworker told him that he was saving his money to start his own business and to purchase his own home. Learning about his friends’ vision and ambition changed the direction of Walker’s life.
Walker also worked in his uncle’s night club. Walker volunteered to assist the bands and eventually became a crew member with the Cammadores. They invited Walker to join their tour and he traveled around the world. Eventually, the Commadores became an opening act for the Jackson 5 and Walker was able to see first hand the wheels behind the success of Motown. Walker said, “They made stars. They created legends. They packaged you. They taught you how to walk, dress and dance. Others made records and sold them. Motown sold the whole package. . . I was blessed to be exposed to a lot of that.”
Walker was ambitious and eventually rose to became a promoter for the Jackson 5. Walker traveled world, saved his money and looked for an opportunity. At 27, he decided to take his passion for advertising and start a marketing company. According to Walker, “When you love something you are willing to work hard.”
Walker began to notice that although hip hop music was extremely popular in clubs, it wasn’t being played on the radio. So he created the “Fresh Fest tour”, which was the first hip hop tour to play large coliseums nationwide. It featured artists including Run DMC, LL Cool J and the Fat Boys. When he conceived the idea, people told him that he couldn’t do a concert starring unknown rap artists and without a band. When investers backed out, Walker stayed true to his vision. He said, “I believe in God I believe that he operates within us and our work is a reflection of him. If we do our work in his spirit, we have to follow. There is something about an idea that is very powerful. There is no way to explain it but if it is a good idea you’ll know.” The Fresh Fest Tour was an enormous success. The concerts sold out every arena in 1984 and 1985.
In the early 90’s, Walker produced the plays “A Good Man is Hard to Find” and “Wicked Ways”. While promoting the tour, Walker noticed that people sometimes brought their children to the play. Walker saw an unmet need. “We didn’t have anything that reflects urban entertainment. That a grandmother, father, daughter or son can all go to and sit together and enjoy. And that’s what began the process of creating an entertainment form that spoke to our culture and had something for everyone.”
Walker went to the library and researched black entertainment from the turn of the century. Walker found that in late 1800’s there was an African American who created a circus that featured all black performers. According to Walker, “It was in 1894 when he lost his show and a hundred years later we came across it.” As with the Fresh Fest tour, investors balked at the concept of a black circus. “Everybody ran from the idea but I was so used to it by then” said Walker. “I believe in God. I believe that he operates within us and our work is a reflection of him. If we do our work in that spirit, than He will guide you. And it’s easy to follow that guide. You can’t listen to everyone one around you. There is something about an idea that is very powerful. And you’ll know. There is no way to explain it but if it is a good idea you’ll know.”
While working on his concept, Walker went to an African American cultural event in New York and came across a booth with the sign “Africans and the Circus Rings”. Walker said, “I nearly flipped. I got tremors. I couldn’t believe it. The hair raised up on my skin. This man had every black performer that ever participated in the circus. The whole history of the Black artistry in the circus. I lost my mind.” Walker got a camera and with the historian’s approval took pictures of everything in the booth.
Walker hung the pictures throughout his home “That’s all I saw was the Black circus. I kept looking at it, kept focusing on it. I ate, slept and drank the circus. I spent half the day in the library and learned everything I could about the circus especially black participation in it.”
The circus historian introduced Walker to the first Black lion tamer who knew other great circus performers. The word soon spread that Walker was building a Black circus. “All of these acts were so excited. They didn’t want money for travel. They just wanted to be there and be a part of it.The people in the industry were all very supportive. Everyone wanted it to happen.” The first UniverSoul Circus opened in Atlanta in 1994.
Despite the industry excitement, that circus was not an immediate success. The first year the circus lost close to $500,000. In a typical show Walker gave away 90% of the tickets. Walker recognized that in order to build his audience, he would have to first allow people to experience the circus. Walker’s instincts told him that people would eventually pay to attend. “You have to understand that the stronger the tree, the deeper the roots. The size of the goal that you have to achieve determines what you have to do to achieve it. If you are going for something big you are going to have big problems trying to get there.” Each year tickets sales increased..In 1999, the circus was featured on an HBO special, which was nominated for an Emmy award, and the circus finally became profitable.
What motivated Walker during those five years of devastating losses was the joy that the circus gave the community. “It's the look on people’s faces. A grandmother in her 90s came to me and said, ‘Son, I can die now. I never thought I would see the day of a Black circus. I am just totally overwhelmed.’ To make a senior African American proud that they’ve seen something in their life? Man, I could have lost another million dollars the next day. She didn’t know what she did for me. And that is what kept me going. It was what was happening for everyone. Sometimes the African American kids would make me cry. Just to see their enjoyment. I can’t explain it. Just to feel that made me work, it made me kept going.”
Then and now the UniverSoul Circus continues to amaze audiences. According to Walker, “It is a circus that revolves around our culture. It has always been popular. We have a unique blend of urban music, dance and theater. No one in the world has what America developed through its urban cities.” Walker recruits performers from around the globe including Africa, South America and Europe. He provides artists with extensive training and then frames their acts in the urban culture. Hiring individuals with enormous talent and shaping them into exceptional performers is something Walker learned from his time with Motown.
Still, the UniverSoul experience is about more than just the outstanding performers. According to Walker, “Everybody can have great artists and artistry. What makes the magic on this show is the interaction with the audience. There are all of these moments where the crowds are just as big a part of the show as the performers. We don’t perform for you we perform with you.”
A few years ago, Walker developed a program for at-risk kids that today is called “Lives Matter”. It objective was to help to provide kids with inspiration. “It is exposure really.” said Walker. “Growing up within those 4 city blocks you are limited to what you see around you and you form your life around it. The minute I was exposed to something different my life changed.” An important part of the special show is a presentation from an kid who has achieved some success. After all, those many years ago it was the comment from an ambitious peer that had such an impact on Walker. “That moment changed my life. A parent or adult couldn’t have done it." Seeing a glimpse of the ambition and perseverance of a peer, is what sent Walker on the path towards success. He hopes that he can do that for other young people.
Today the UniverSoul Circus performs 12 times a week, 48 weeks a year. It is also making a name for itself around the world. The International Circus Festival of Monte-Carlo is the most prestigious circus awards event in the world. It is presided over by Princess Stéphanie of Monaco. This year, Walker was selected to represent the United States and serve as a judge. Walker said, “I’m so proud that they recognized our circus as the top of the line. There is no achievement greater than being a part of the Monte-Carlo circus festival.”
Walker will always be an “idea man” and continues to seek new opportunities. “We have a wealth of culture” said Walker. “I don’t think that it is exposed as it needs to be. I could die before I could scratch the surface.” Still, Walker’s heart will always belong to the UniverSoul circus. “When I told people about a circus that featured black performers from all over the world, there was just such a look of pride and joy on their faces at the thought of it. That’s what sold me on it. I just knew that it would be something that had never happened. It would just fill people up. That’s what I felt. I was filled up.”
Walker also worked in his uncle’s night club. Walker volunteered to assist the bands and eventually became a crew member with the Cammadores. They invited Walker to join their tour and he traveled around the world. Eventually, the Commadores became an opening act for the Jackson 5 and Walker was able to see first hand the wheels behind the success of Motown. Walker said, “They made stars. They created legends. They packaged you. They taught you how to walk, dress and dance. Others made records and sold them. Motown sold the whole package. . . I was blessed to be exposed to a lot of that.”
Walker was ambitious and eventually rose to became a promoter for the Jackson 5. Walker traveled world, saved his money and looked for an opportunity. At 27, he decided to take his passion for advertising and start a marketing company. According to Walker, “When you love something you are willing to work hard.”
Walker began to notice that although hip hop music was extremely popular in clubs, it wasn’t being played on the radio. So he created the “Fresh Fest tour”, which was the first hip hop tour to play large coliseums nationwide. It featured artists including Run DMC, LL Cool J and the Fat Boys. When he conceived the idea, people told him that he couldn’t do a concert starring unknown rap artists and without a band. When investers backed out, Walker stayed true to his vision. He said, “I believe in God I believe that he operates within us and our work is a reflection of him. If we do our work in his spirit, we have to follow. There is something about an idea that is very powerful. There is no way to explain it but if it is a good idea you’ll know.” The Fresh Fest Tour was an enormous success. The concerts sold out every arena in 1984 and 1985.
In the early 90’s, Walker produced the plays “A Good Man is Hard to Find” and “Wicked Ways”. While promoting the tour, Walker noticed that people sometimes brought their children to the play. Walker saw an unmet need. “We didn’t have anything that reflects urban entertainment. That a grandmother, father, daughter or son can all go to and sit together and enjoy. And that’s what began the process of creating an entertainment form that spoke to our culture and had something for everyone.”
Walker went to the library and researched black entertainment from the turn of the century. Walker found that in late 1800’s there was an African American who created a circus that featured all black performers. According to Walker, “It was in 1894 when he lost his show and a hundred years later we came across it.” As with the Fresh Fest tour, investors balked at the concept of a black circus. “Everybody ran from the idea but I was so used to it by then” said Walker. “I believe in God. I believe that he operates within us and our work is a reflection of him. If we do our work in that spirit, than He will guide you. And it’s easy to follow that guide. You can’t listen to everyone one around you. There is something about an idea that is very powerful. And you’ll know. There is no way to explain it but if it is a good idea you’ll know.”
While working on his concept, Walker went to an African American cultural event in New York and came across a booth with the sign “Africans and the Circus Rings”. Walker said, “I nearly flipped. I got tremors. I couldn’t believe it. The hair raised up on my skin. This man had every black performer that ever participated in the circus. The whole history of the Black artistry in the circus. I lost my mind.” Walker got a camera and with the historian’s approval took pictures of everything in the booth.
Walker hung the pictures throughout his home “That’s all I saw was the Black circus. I kept looking at it, kept focusing on it. I ate, slept and drank the circus. I spent half the day in the library and learned everything I could about the circus especially black participation in it.”
The circus historian introduced Walker to the first Black lion tamer who knew other great circus performers. The word soon spread that Walker was building a Black circus. “All of these acts were so excited. They didn’t want money for travel. They just wanted to be there and be a part of it.The people in the industry were all very supportive. Everyone wanted it to happen.” The first UniverSoul Circus opened in Atlanta in 1994.
Despite the industry excitement, that circus was not an immediate success. The first year the circus lost close to $500,000. In a typical show Walker gave away 90% of the tickets. Walker recognized that in order to build his audience, he would have to first allow people to experience the circus. Walker’s instincts told him that people would eventually pay to attend. “You have to understand that the stronger the tree, the deeper the roots. The size of the goal that you have to achieve determines what you have to do to achieve it. If you are going for something big you are going to have big problems trying to get there.” Each year tickets sales increased..In 1999, the circus was featured on an HBO special, which was nominated for an Emmy award, and the circus finally became profitable.
What motivated Walker during those five years of devastating losses was the joy that the circus gave the community. “It's the look on people’s faces. A grandmother in her 90s came to me and said, ‘Son, I can die now. I never thought I would see the day of a Black circus. I am just totally overwhelmed.’ To make a senior African American proud that they’ve seen something in their life? Man, I could have lost another million dollars the next day. She didn’t know what she did for me. And that is what kept me going. It was what was happening for everyone. Sometimes the African American kids would make me cry. Just to see their enjoyment. I can’t explain it. Just to feel that made me work, it made me kept going.”
Then and now the UniverSoul Circus continues to amaze audiences. According to Walker, “It is a circus that revolves around our culture. It has always been popular. We have a unique blend of urban music, dance and theater. No one in the world has what America developed through its urban cities.” Walker recruits performers from around the globe including Africa, South America and Europe. He provides artists with extensive training and then frames their acts in the urban culture. Hiring individuals with enormous talent and shaping them into exceptional performers is something Walker learned from his time with Motown.
Still, the UniverSoul experience is about more than just the outstanding performers. According to Walker, “Everybody can have great artists and artistry. What makes the magic on this show is the interaction with the audience. There are all of these moments where the crowds are just as big a part of the show as the performers. We don’t perform for you we perform with you.”
A few years ago, Walker developed a program for at-risk kids that today is called “Lives Matter”. It objective was to help to provide kids with inspiration. “It is exposure really.” said Walker. “Growing up within those 4 city blocks you are limited to what you see around you and you form your life around it. The minute I was exposed to something different my life changed.” An important part of the special show is a presentation from an kid who has achieved some success. After all, those many years ago it was the comment from an ambitious peer that had such an impact on Walker. “That moment changed my life. A parent or adult couldn’t have done it." Seeing a glimpse of the ambition and perseverance of a peer, is what sent Walker on the path towards success. He hopes that he can do that for other young people.
Today the UniverSoul Circus performs 12 times a week, 48 weeks a year. It is also making a name for itself around the world. The International Circus Festival of Monte-Carlo is the most prestigious circus awards event in the world. It is presided over by Princess Stéphanie of Monaco. This year, Walker was selected to represent the United States and serve as a judge. Walker said, “I’m so proud that they recognized our circus as the top of the line. There is no achievement greater than being a part of the Monte-Carlo circus festival.”
Walker will always be an “idea man” and continues to seek new opportunities. “We have a wealth of culture” said Walker. “I don’t think that it is exposed as it needs to be. I could die before I could scratch the surface.” Still, Walker’s heart will always belong to the UniverSoul circus. “When I told people about a circus that featured black performers from all over the world, there was just such a look of pride and joy on their faces at the thought of it. That’s what sold me on it. I just knew that it would be something that had never happened. It would just fill people up. That’s what I felt. I was filled up.”
15 Lessons From Under The Big Top
There are some important insights that can be gained from the life of Cedric Walker, the Founder of the UniverSoul Circus. Here is just some of Walker’s wisdom.
1. Today’s money may fund tomorrow’s dream
Walker learned from his friend that he should use his money to invest in his future. As Walker toured the world as a promoter, he saved his money and was eventually able to launch his own business.
2. When you give to others, you may be giving to yourself.
Walker volunteered with the bands at his uncle’s club. That experience enabled him to gain technical knowledge and led to him becoming a promoter.
3. You can get by with a little help from your friends.
When Walker was trying to develop an idea for family entertainment, he met quarterly with partners to brainstorm. The concept for a circus came from one those sessions.
4. Only the best will do, so do your best.
Walker spends a significant amount of money and time to develop exceptional performers. His trainers come from around the world and are the best in the industry.
5. Don’t wait for an opportunity, create an opportunity.
Walker realized that he would never achieve the level of success that he wanted unless he created events instead of just promoting them. That led to him developing the Fresh Fest tours that helped to launch the hip hop culture.
6. Those who can do. Those who can’t don’t.
When Walker developed the Fresh Fest Tour and the UniverSoul Circus, many people told him that he was “nuts”. Still, Walker moved forward with his vision and achieved a level of success that his critics could only dream of.
7. Go where you are needed, and that may be exactly where you need to be.
Although Walker didn’t want to go on another tour, he traveled with the play, “A Good Man Is Hard to Find” to help ensure its success. It was during that trip that he attended a cultural festival and met the historian who provided him with critical information that helped to launch his circus.
8. You don’t just need a good reputation, you need a solid one.
During his time as a promoter, Walker developed a strong reputation. It helped him to gain support for the UniverSoul Circus. It was particularly critical during his difficult years.
9. Know your strengths to find your direction.
Walker could have limited his focus to musical concerts but he realized that he wasn’t in the promotion business he was in the entertainment business. That knowledge helped him to venture out into new areas that built upon his strengths.
10. Follow the signs. They’ll lead you in the right direction.
As Walker developed his idea for a family entertainment, there were several signs that showed he was heading in the right direction. The first Black circus closed exactly one hundred years before Walker decided to open the UniverSoul Circus. When Walker was trying to develop his own circus, he just happened to stumble upon an African American circus historian.
11. Competition can be good or bad. You decide.
Following the success of UniverSoul Circus, there now are Black circuses in Germany and Australia. The man who developed the German circus, stole half of Walker’s performers. Walker chose to look at the loss as an opportunity for growth and developed innovative new acts. Walker believes that a new competitor could ultimately help to expand the market and increase his own level of success.
12. Study the past, observe today and get ready for tomorrow.
When Walker went to the library and conducted extensive research into the African American entertainment industry he developed his idea for a Fresh Fest tour by attending several night clubs. Later he produced several plays which helped him realize that there was a need for African American family entertainment.
13. There’s no school, like an old school.
Walker gained much from his experience with Motown. He learned the importance of investing time and resources to develop outstanding performers. He also learned about the worldwide appeal of the urban culture. “Motown sold our culture to the world. They didn’t limit it to the black community.”
14. See your dream, hear your dream, speak your dream and live your dream.
See: As Walker developed his concept, he posted pictures around his home and office so that he immersed himself in the circus.
Hear: Walker spent time with an African American circus historian and the first Black lion tamer. They provided him with ideas and access to the circus community.
Speak: Walker told everyone that he knew and met that he was working on the first black circus. It helped him generate ideas and inspiration.
Live: Walker’s vision, focus and determination enabled him to create the UniverSoul circus.
15. Trust your instincts and put your faith in God.
“If you can dream it, it can be done. The vision that you have in your head is there because God put it there. It is hidden from the world. You have to go out and make it work. Throw caution to the wind and don’t worry about failure.”
There are some important insights that can be gained from the life of Cedric Walker, the Founder of the UniverSoul Circus. Here is just some of Walker’s wisdom.
1. Today’s money may fund tomorrow’s dream
Walker learned from his friend that he should use his money to invest in his future. As Walker toured the world as a promoter, he saved his money and was eventually able to launch his own business.
2. When you give to others, you may be giving to yourself.
Walker volunteered with the bands at his uncle’s club. That experience enabled him to gain technical knowledge and led to him becoming a promoter.
3. You can get by with a little help from your friends.
When Walker was trying to develop an idea for family entertainment, he met quarterly with partners to brainstorm. The concept for a circus came from one those sessions.
4. Only the best will do, so do your best.
Walker spends a significant amount of money and time to develop exceptional performers. His trainers come from around the world and are the best in the industry.
5. Don’t wait for an opportunity, create an opportunity.
Walker realized that he would never achieve the level of success that he wanted unless he created events instead of just promoting them. That led to him developing the Fresh Fest tours that helped to launch the hip hop culture.
6. Those who can do. Those who can’t don’t.
When Walker developed the Fresh Fest Tour and the UniverSoul Circus, many people told him that he was “nuts”. Still, Walker moved forward with his vision and achieved a level of success that his critics could only dream of.
7. Go where you are needed, and that may be exactly where you need to be.
Although Walker didn’t want to go on another tour, he traveled with the play, “A Good Man Is Hard to Find” to help ensure its success. It was during that trip that he attended a cultural festival and met the historian who provided him with critical information that helped to launch his circus.
8. You don’t just need a good reputation, you need a solid one.
During his time as a promoter, Walker developed a strong reputation. It helped him to gain support for the UniverSoul Circus. It was particularly critical during his difficult years.
9. Know your strengths to find your direction.
Walker could have limited his focus to musical concerts but he realized that he wasn’t in the promotion business he was in the entertainment business. That knowledge helped him to venture out into new areas that built upon his strengths.
10. Follow the signs. They’ll lead you in the right direction.
As Walker developed his idea for a family entertainment, there were several signs that showed he was heading in the right direction. The first Black circus closed exactly one hundred years before Walker decided to open the UniverSoul Circus. When Walker was trying to develop his own circus, he just happened to stumble upon an African American circus historian.
11. Competition can be good or bad. You decide.
Following the success of UniverSoul Circus, there now are Black circuses in Germany and Australia. The man who developed the German circus, stole half of Walker’s performers. Walker chose to look at the loss as an opportunity for growth and developed innovative new acts. Walker believes that a new competitor could ultimately help to expand the market and increase his own level of success.
12. Study the past, observe today and get ready for tomorrow.
When Walker went to the library and conducted extensive research into the African American entertainment industry he developed his idea for a Fresh Fest tour by attending several night clubs. Later he produced several plays which helped him realize that there was a need for African American family entertainment.
13. There’s no school, like an old school.
Walker gained much from his experience with Motown. He learned the importance of investing time and resources to develop outstanding performers. He also learned about the worldwide appeal of the urban culture. “Motown sold our culture to the world. They didn’t limit it to the black community.”
14. See your dream, hear your dream, speak your dream and live your dream.
See: As Walker developed his concept, he posted pictures around his home and office so that he immersed himself in the circus.
Hear: Walker spent time with an African American circus historian and the first Black lion tamer. They provided him with ideas and access to the circus community.
Speak: Walker told everyone that he knew and met that he was working on the first black circus. It helped him generate ideas and inspiration.
Live: Walker’s vision, focus and determination enabled him to create the UniverSoul circus.
15. Trust your instincts and put your faith in God.
“If you can dream it, it can be done. The vision that you have in your head is there because God put it there. It is hidden from the world. You have to go out and make it work. Throw caution to the wind and don’t worry about failure.”