Justin and Patrice Brim never imagined they’d encounter tragedy. The parents of two boys, the couple was living happily in Chicago when their oldest son, JJ, unexpectedly passed away. Turning their pain into passion and dedicated to providing the best possible childhood for their second son, Jaxon, the couple set out to accomplish a dream — creating a reflection of their children in the animation space.
Justin and Patrice soon welcomed two more sons, Jett and Jhy, and in 2020, they created JOOLS TV, an animated children’s YouTube channel that blends familiar nursery rhymes with the energetic vibes of hip-hop culture. The channel has become a huge success, with over 530K subscribers and 370 million views.
Now, Justin and Patrice are taking on the publishing world. The couple have released the new children’s book, “JJ’s Affirmations,” which is dedicated to their late son and adds a new dimension to the couple’s work. The colorful illustrations and rhyming poetry on every page help kids overcome self-doubts with the power of love and affirmations. The project includes a companion coloring book full of posters that help artists practice the affirmations they learn in the book. Altogether, the beautiful messaging extends JJ’s life — allowing his younger brothers and all readers a chance to know and experience his positive influence.
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Black Love caught up with Justin and Patrice to delve deeper into their journey, unpack their inspirations, and discover what lies ahead for the incredible duo. Their story is not just about music and entertainment; it’s about creating a legacy that uplifts and inspires — so let’s dive in.
Black Love: Can you share with us the story behind the creation of JOOLS TV and the development of “JJ’s Affirmations”?
Patrice Brim: Absolutely. JOOLS TV came about after the birth of our first son, JJ. We noticed the cartoons he was watching and noticed representation was missing. When we lost JJ, we channeled our pain into passion. We wrote our blueprint and launched JOOLS TV. It’s been a journey of turning a deep loss into something meaningful for other families.
BL: How has the loss of your son, JJ, shaped your journey in creating this book and song?
Justin Brim: Losing JJ is something we couldn’t put into words, so it led us to action. We knew this loss was going to be something we’d go through for the rest of our lives, but we didn’t want it to be a death sentence for all of us. We wanted to inspire others and turn our pain into something positive.The journey has helped us in our grieving process. Ya know, memorializing him, keeping his memory alive and allowing his brothers to be connected to him.
PB: Every day, I grieve for JJ. I don’t always know how my morning or night will go. But I also have learned to be present in the moment, for him and our other children. Everything we put into the book and song reflects this sentiment.
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BL: Can you describe JJ’s personality and how it influenced the content of “JJ’s Affirmations”?
JB: JJ was super vibrant, a real boyish character but also delicate and gentle. The cartoon character in the book and show is based on him. Despite being only three when he passed, his legacy will live on as his personality shapes the content of his character in the book and on screen.
PB: “JJ’s Affirmations” is a reflection of who JJ was – a very affirming, positive child. We wanted to showcase his spirit, his light, and what a great child he was. It’s about keeping his memory alive and sharing that positivity with others.
BL: In what ways do you feel that JJ’s spirit lives on through your work?
JB: JJ’s spirit is in every piece of our work. He was the first to call me Dad, and his fearless nature is what drives us as entrepreneurs. We aim to capture that same fearlessness and joy he had in life and embed it in our projects.
BL: Were there any particular challenges you faced while balancing the emotional weight of your personal story with the need to create something uplifting for your audience?
JB: We want people to be inspired by the JJ’s spirit. So for me it has always been about celebrating who he was instead of focusing on how he’s not here. The way he was on this earth was extremely affirming. I felt a sense of peace by bringing attention to who he was as a kid so his affirming spirit can inspire other kids.
PB: The biggest challenge was writing the dedication page. That was where I crumbled the most because it was a way of talking to JJ. …Excuse me. [Tears, silence] It was a moment — refreshing, and beautiful, but hard.
BL: How do you think “JJ’s Affirmations” contributes to the conversation about the legacy of Black children in our communities?
JB: I think everything starts with self-love. It begins with the way you look at yourself because that’s where you’re going to put your values. I think that the black community has put too much pressure on themselves to look a certain way, and we have fallen for the ideals of other people.
If we start off young by teaching our kids to see value in how they look and how God made them, it can probably help the black community itself with the way we look at ourselves and each other. If we see beauty in ourselves, then we’ll see beauty in our neighbors as well.
Starting out with our youngsters, our kids, our babies, and affirming them that their skin is beautiful, their hair is beautiful, is a step in the right direction. But no one knows how to completely cure the issues we have in our communities. Everything starts with self-love because when you think highly of yourself, you put yourself in different situations and make better decisions based on that.
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BL: Are there any future projects in the pipeline for JOOLS TV that you can share with us?
JB: Yes, we plan to release more books this year, each allowing our children to be authors. We want to continue to inspire and motivate others through our family’s journey and experiences.
BL: What advice would you give to others who have experienced similar loss and are seeking to channel their grief into creative expression?
JB: Stay faithful and find the courage to get up. Use your experience to motivate and inspire others. It’s about legacy and using the life we’re given to its fullest.
PB: First, grieve. Take however long you need. Once your days become a little better be true to yourself and wear your emotions and pour them into your project. It’s a way to find peace and represent your lost loved one in the best way possible.
Justin and Patrice Brim’s journey with JOOLS TV is more than just entertainment; it’s a heartfelt mission. Their new book, “JJ’s Affirmations,” along with the companion coloring book, is not only a tribute to their son JJ but also a symbol of hope and empowerment for families everywhere.
We encourage everyone to share this beautiful book with their loved ones. By doing so, you’re not just spreading words of affirmation and positivity, you’re also becoming part of a larger movement that celebrates resilience, joy, and the enduring spirit of community.
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