BEM | books & more square logo - click to view menuBEM | books & more horizontal logo - click to view menu

And if you haven’t yet, join our mailing list below!

no, thanks / close

Join the BEM Mailing List!

The Book of Juju: Africana Spirituality for Healing, Liberation, and Self-Discovery
Juju Bae


In order to know where you're going, you must know where you've been. 

In her debut book, podcaster, priestess, and all-around badass witch Juju Bae teaches you how to connect with your ancestors, as well as how to create a spiritual practice that respectfully incorporates their wisdom while remaining uniquely yours. It’s also the story of the necessity and vitality of Black spirituality, from the Yoruba pantheon of Ifa to the freedom-fighting origins of Black American Hoodoo. You will learn:

  • History: An overview of Africana Spirituality in the United States and beyond, including information on ATRs (African Traditional Religions) like Ifa and ADRs (African Diasporan/Derived Religions) such as Hoodoo.
  • Altar-building: How to create and incorporate a place to venerate and commune with your ancestors, including a guide to offerings and prayers.
  • Ritual: Practices you can use to cleanse yourself and your space and attract prosperity and protection, while safely opening the channels of communication with your ancestral spirits.
  • Dos and Don’ts: Tips from a spiritual practitioner on how to speak to spirits, craft the right questions for personal divination, and recognize and interpret Spirit’s advice and wisdom.

By reading this book, you are taking steps to uncover your spiritual self and gain the tools to access the wisdom of your past, to better navigate your present and future. 


Juju Bae is a practitioner of multiple West African and diasporic traditions, including Ifa and Hoodoo Conjure, and is an Osun priestess in the Orisha tradition. She is the founder of Juju Bae, a multimedia Black-centric resource that seeks to demystify the Black occult through storytelling interviews and lighthearted conversations with twenty-first-century relevance. She is the host of the acclaimed A Little Juju podcast, which encourages Black people to find a home in Africana spiritual spaces and thought, and has starred in the Hulu docuseries Living for the Dead. She helps people, young and old, to remember that we have the tools and guidance with us as we journey through this lifetime. Juju is a sought-after spiritual teacher who loves to sing and holds a BA in psychology from Spelman College. She lives in Brooklyn, NY. 


“A chatty guide to African and African diasporic spiritual practices that emphasize ancestral traditions and connection, known loosely as juju.…Those looking to broaden their spiritual horizons will find plenty to celebrate.” -- Publishers Weekly

“Juju Bae crafts ‘everyday medicine’ to nurture healing connections with one’s ancestors, one’s community, and one’s own sacred self.” -- Professor Yvonne P. Chireau, author of Black Magic: Religion and the African American Conjuring Tradition
“Juju Bae is a cultural force; a walking, talking crossroads that reflects hoodoo’s evolution into a twenty-first-century sensibility.” -- Arthur Flowers, author of Mojo Rising: Confessions of a 21st Century Conjureman
“The Book of Juju is a course in spiritual recovery and remembrance. Juju weaves a tapestry of well-informed knowledge and concrete steps for cultivating the spiritual power within and for aligning oneself with one’s ori—or destiny.” -- K. Zauditu-Selassie, MFA, DA, author of African Spiritual Traditions in the Novels of Toni Morrison

[H]  Sterling Ethos  /  June 18, 2024

 0.9" H x 8.4" L x 5.6" W (0.75 lbs) 240 pages