The Detroit Historical Society launched The Hustle in 2022 to celebrate Detroit’s unsung entrepreneurs. In an era of box stores and conglomerates, Detroit is full of small businesses that keep the city thriving, many run by owners who are Black or persons of color. Artisans, musicians, chefs, mechanics, and shopkeepers ensure that the everyday wants and needs of Detroiters are met, often with little recognition or support from outside of their neighborhoods.

The first round of The Hustle exceeded expectations: nearly 800 crowd-sourced nominations were submitted, and 73,000+ people visited the Detroit Historical Museum to see the exhibitions featuring our 34 honorees. In addition, thousands of people participated in virtual and in-person programs, including a day-long entrepreneur summit and a black-tie gala. We preserved and shared the honorees’ stories in our collection, a book, and a virtual exhibition. We added context to the history of Detroit's Black business community in our podcast.