Urban America: post civil rights, post 9/11.
Actually, way before “Hip Hop and Rap”…the term [Urban] was coined by the late great DJ Frankie Crooker in the 70s at WBLS Radio Station, the station’s New York City audience was mostly African American at that time.
“Urban Contemporary” is a radio format that was designed mostly there at WBLS, Innercity Broadcasting is owned by the Sutton Family; Mr. Percy Sutton was Malcom X’s lawyer.
Hence, there is nothing grey or random about the construct of “Urban” as applied to that era in the NYC market. I too have fond memories as a kid in the Bronx; that is part of my history, and legacy.
However, today NYC is defined not by one ethnic race; but by cultures, a collective of Urbanized Americans, and their ideals of Urban life.
So often we fall into the old American trap of civil rights banter…black, white, and such. Lots of blame, lack of respect toward people as humans.
Madison Ave acts as if it is behind a curtain, as if American consumers don’t hear, understand and reject the sector’s passe view on culture, branding, and race. Lots of sad old guys not able to adjust to new trends, and hues in the American market.
Some of the first “Hip Hop” was reflective of Multiculturalism, maybe you recall 3rd Base, MC Search. Def Jam in the early days… in the old school days was very multicultural, considering the roots of the music. Music is always a larger key to understanding American culture, and finding a bridge to diverse enclaves, and multi-ethnic communities.
And, now moving forward into New York’s 80s and 90s, Urban was hip like Grunge, it was Gap utility style on every corner, Cross Colors, Calvin Klein, Marky Mark, vintage stores, and Veronica Webb, Naomi Cambell, Linda Evangelista, Village Voice, and the downtown NYC multicultural clubs like Sticky Mikes by Tower records on Broadway.
The advertising sector missed/ did not understand that era also, and incorrectly labled “Urban” angry black, because of NWA, P.E., KRS One and such, also the emerging Afro-Centric style. Out of that movement came Queen Latifa, who is clearly not angry, but a graceful and gifted young artist of film, and music.
Likewise, Ice Cube has also emerged a family guy, in popular culture; indeed a long way from the incorrect branding of NWA.
Madison Ave did not have a clue, until MJ, “I wana to be Like Mike”, and Spike Lee. One must give props to Spike, Russell, Sean Combs, writers like Ronnin Ro, bell hooks, dream hampton, Dr Cornell West, the artist Madona, Prince, and Michael Jackson, that’s where the roots grew from.
Madison Ave did not even connect the dots to The Source Magazine, which was run by young Angelo Americans – but, grown by African Americans. Still, those are a few of the roots of this new urban pop culture, branded multiculturalism.
There is an often overlooked effect on Urban culture, and that comes from cross cultural hybrids forming – from Asian and US projects: Japan is a major importer and exporter of bi-cultural branding with America.
To assume that 50cent, and Snoop reflect the core segments of American cities is a costly mistake.
Honestly, we are all Americans. Some new, some old; Asian, Latina, African, Angelo American.
Indeed, we don’t pickup the phone and think: lets call our black or asian friends…no, we call friends who we relate to, communicate [with], not talk to, or bore with information that is not real, and relational to the friendship.
Branding is all about the relationship, and, as a sector we fall short in communicating to both the Ethnic specific enclaves, as well as, the general multicultural markets. Yes, what was considered general market should now be redefined: general multicultural markets. As a nation, we are not moving towards ethnic diversity… we are there!
2008, and the sector is just now moving towards a cultural trend that has roots in the 90s: Multiculturalism.
And, today Urban is more reflective of new Americans climbing toward the Mountain Top dream, restored ethnic communities, goals for innercity sustainability, art galleries, Corporate-Community projects, and hipsters. Yea, well Madison Ave is also missing that.
Truly, as a communications sector we have a long way to trek, and a short time to get there!
To be continued….
Thanks for the visit.
Best,
wshepherd