Jonathan Rabb: Archiving and Elevating Black College Culture

Emerging Alumni Awardee Jonathan Rabb (BA ’10; global studies, German) is a digital innovator, cultural archivist, and community builder whose work has transformed how Black Greek life and the Black college experience are represented online. Through Watch The Yard, his media company dedicated to Black college culture, Rabb has created a platform that celebrates, preserves, and connects generations of Black college students and alumni across the United States.

What do you do now? What energizes you about it?

I’m the founder and CEO of Watch The Yard, the one of the largest digital platforms dedicated to Black college culture that reaches up to 30 million people monthly and has over 2.17 million followers across social media. Every day, I tell stories that celebrate the traditions, creativity, and excellence of Black students and alumni, stories that too often go undocumented. My work sits at the intersection of journalism, tech, and community building, and what energizes me most is knowing that the content we create helps young Black people see themselves, their possibilities, and their power. Whether it’s producing virtual conferences or capturing a Black fraternity or sorority probate, I feel a deep responsibility to archive our culture and elevate it.

Reflect on one of the defining experiences from your time as a CLA student. What impact does it have on your life today?

One of the most defining aspects of my time in CLA was the opportunity to engage in international education. Through the German department, I participated in a study abroad experience that included a practicum at a local elementary school and a homestay in Berlin, an experience that sparked my interest in global storytelling and later led to me being awarded a Fulbright to return to Germany after graduation. I also took part in the Global Issues Honors Consortium, a two-year program where I studied global anti-colonial movements and spent a transformative month abroad in Accra, Ghana. These experiences deeply shaped my worldview and helped me understand the importance of cultural context in journalism and storytelling. They laid the foundation for the global, inclusive perspective that now defines my work at Watch The Yard and my commitment to uplifting Black voices across the diaspora.

What are some ways your liberal arts education provided a foundation for what you do now?

A liberal arts education set me up to think outside the box. Without the diverse, multidisciplinary foundation I received, I wouldn’t have been able to come up with the idea for my media platform, Watch The Yard, or many of the other projects I’ve launched. It taught me to synthesize ideas across disciplines, think critically, and approach problems from multiple perspectives. As we enter a world increasingly shaped by AI and automation, this type of education has become even more valuable. It’s helped me connect the dots, ask deeper questions, and remain curious about what’s possible.

If you could go back to your time in college, what advice would you give to yourself at that age?

If I could go back, I’d tell myself: try everything. Say yes to the trips, the exchange programs, the late-night student meetings, and the random classes that spark curiosity. Join the clubs. Explore new ideas. Undergrad is like walking into an ice cream shop with unlimited samples, every experience is a flavor you get to try before deciding what’s truly yours. Don’t rush the decision. You never know, the flavor tucked in the back corner, the one you almost overlooked, might just be the one that defines your life. College is about discovering what lights you up, and the only way to do that is to stay open, stay curious, and keep trying.

Where did you spend most of your time on and around campus? What do you miss about your old haunts?

I spent most of my free time in the Black Student Union on the second floor of Coffman Memorial Union. That space was more than just a student group or lounge, it was where I built some of my closest friendships and found a tight-knit community that continues to support me to this day. What made that floor special was its diversity; it brought together students from different cultural backgrounds, creating an environment of shared learning, laughter, and solidarity. It was a place where I felt seen and understood, and where I could both lead and be poured into. I genuinely believe I wouldn’t be the person I am today without the second floor of Coffman. I miss the energy, the conversations, and the sense of possibility that lived there.