There is no question that Black people in America are the trendsetters. Anything Black people do becomes cool, borrowed (stolen), marketed, and sold to the mass consumer. From the way Black people dress (hat to the back a la Will Smith), talk (jiggy is in Webster’s), groom (have you seen how many shaven head white men there are lately?) and sing (uh, can we say RIFF?); Black people are the leaders of culture. Black people invented Spirituals, blues, jazz and rap: all of these are uniquely American creations that have revolutionized the world. My sister was in Europe and she got instant credibility from strangers once they knew she a black American. She told me it was kinda funny (in both ways: ha-ha and weird). So has the America car industry figured out a way to sell their cars so they revitalize their failing sales? I’ve seen Slum Village and Chevrolet Impala. I’ve seen Ludacris and a couple different of General Motors vehicles. They are using these rappers because they know they are trendsetters. They know people emulate these people. Marketing is used because it works. Don’t let any Repukeblican tell you about personal choice and responsibility. Madison Avenue uses advertising because it influences sales. Plain and simple. They don’t make ads because they want to see how clever they can be. They use ads because they help create a desire in people to buy a good or service. The American automakers are trying to make their cars cool to a particular demographics (young black teens), because they know it will influence the rest of society. We could cast a long shadow on the rest of the buying market and get Americans excited about American cars. I hope it will work. Our country needs these companies to succeed for America to succeed. Don’t let Toyota and the other foreign cars fool you with their American plants. The real profits go back to Asia. The HQs are in Tokyo. Good luck, guys, you’re going to need it.
4 comments:
Yes.
However we usually don’t use this leverage till something tragic happens. Affirmative action has been dismantled in Michigan. Now with all the power that the auto industry wields there, do you think they had any power to prevent that from happening? Did we send any pressure stating why Affirmative action is needed? How many of us talk about driving Escalades? Yet how many black dealers are there with Cadillac versus Lincoln…or Ford versus GM period? One might be surprised. Yes everything about what you have said about our heritage and legacy is true. However how many times have we used it to create and sustain economic and social advance and equitability within this country?
America has for sometime had a love hate relationship with the African. Love our labor, culture, music etc.. Hate us as a people. Example…Just cause you eat Chinese food, Italian, or what have you…does that mean you like that group or culture? That’s the case with us. We were, “Mammies, Uncle Remus’s, Cooks, Chauffers, Barbers, Builders etc…” Yet there was still oppression.
If the auto industry wants to use our culture to sell cars…that’s fine.. But we should also demand that they fund scholarships, and build dealership in BLACK neighborhoods!
To be completely honest, I think the author pins waaaaaaaay too much on the ability to capitalize on hip-hop culture.
There are only three things that will save an automaker, PRODUCT, PRODUCT, PRODUCT!
Hip-hop marketing will mainly resonate with the youth market, and let's face facts, it's the white upper middle class (UMC) where all the money is.
While hip-hop marketing does affect the WASP UMC, let's discount the many youths who don't identify with HH (hip-hop). Again, realize that the Big 2 have margely rural bases (quite the opposite of HH).
Next, of the WASP UMC that are HH, how many can override their parents'/financiers' decisions?
I can see a growing and respectable market for cars sold on HH appeal, but trust me, the other 95++% of the car market will glide smoothly along as if HH never existed.
By the way, you'd better keep your opinion of Toyota to yourself if you ever decide to travel anywhere near Georgetown, KY.
i couldn't agree more with your opinion on toyota. the whole article also proves a good point - vehicles like the escalade, h2, or chrysler 300 sales have definitely been helped by these artists.
good luck detroit.
-dan
Great article! You are dead on about black folk being trend setters. Just look at the popularity of pimp cups and grillz and hip hop jewelry in general.
Post a Comment