Marketing Pop Culture

PODCAST: Marketing Black Books--part 1

Should fiction written by black authors be shelved in African-American departments, a move that often helps nurture writers? Or should it be presented alongside other categories, such as general literature, allowing books written by black authors to take their place in publishing's mainstream?

--Jeffrey Trachtenburg, The Wall Street Journal, December 8, 2006

Race-based marketing is one way that cultural products are introduced into the marketplace.  This article prompted me to organize a discussion to explore the issue of race in the book publishing industry, especially as it impacts that marketing of books by black authors.  How effective is this strategy?  Following is part 1 of that discussion.  Subsequent installments will follow over the next week or so.  In the meantime, comments are welcome and encouraged.

00:00 – Overview
01:06 – Introduce the participants
01:27 – John McGregor, president JMG Books, literary agent
02:17 – Camille Hacker, editor, John Wiley & Sons
03:11 – Bridgett Davis, author of Shifting Through Neutral
03:45 – Economics of publishing
06:51 – History of the current system
08:17 – Impact of economics on an editorial POV
10:37 – 1963/64—Conglomerates start buying publishing houses
12:13 – Lingering perception that blacks don’t buy books
13:27 – Black books published straight to paperback
14:33 – An author’s expectations vs. the reality
15:58 – Book covers as indicators of industry’s conflicted feelings
16:38 – Barnes & Noble and Borders
18:08 – Does a race-based strategy really work?
18:41 – What are the “boundaries” for blacks?
19:36 – Just be grateful
20:06 – What do we mean by African American?
21:57 – AA life only understood through narrow lenses
23:01 – No salespeople of color, so sales to retailers are problematic
25:57 – Marketing amnesia
28:11 – Really, how thin are the margins?
31:32 – A surprising fact about Harpercollins’ backlist

If you missed the WSJ article, you can download and read it here

Download wsjarticle_why_book_industry_sees_the_world_split_still_by_race.pdf


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PODCAST: Grant McCracken on Managing Discontinuous Change

I was searching for a thoughtful intro to this post, but nothing’s came my way.  Except to say that doing this interview was truly a pleasure because Grant--the author of Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace-- is a thinker and blogger from whom I’m always learning.  So, if you’re interested in dimensioning the challenge of culture that is confronting businesses and how marketing organizations must adapt in order to get ahead of the cultural innovation curve, this podcast is for you.

00:26 – Grant’s background
01:13 – Anthropology and the tools it provides marketers
02:16 – Ethnography contributes to consumer-centricity and co-creation
02:41 – Contrasting the economic POV
03:46 – Why culture matters
07:21 – Building brands by taking meanings from culture
09:40 – How most organizations view cultural innovation
10:01 – Levi’s “blindside hit”, circa 1996
11:00 – The big board concept introduced
11:45 – The big board defined
13:42 – Where to situate it within a company
14:50 – Differences between big boards and trendspotting
15:53 – Knowledge distribution
16:32 – Everyone as a listening post
20:09 – New skills required/Pattern recognition
23:08 – Harvesting chaos/Kaufman Continuum
26:28 – Watching culture will be like watching the code in “The Matrix”
28:27 – A model for the innovative company
30:34 – Avoiding blindside hits doesn’t mean recouping marketing investment
32:03 – The imperative of preparing multiple strategies
32:53 – He remembers the cultural meaning map
33:33 - End


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PODCAST: "Bling" authors Reggie Osse and Gabriel Tolliver

 

It’s one of those hip hop terms that achieved escape velocity and penetrated the mainstream consciousness.  Like many terms, it means different things to different people.  For some, it’s shorthand for the ostentatious jewelry of the hip hop set.  For others, it’s a way to be hip and current.

I’ve known Reggie and Gabe since my days in the music industry.  Recently, I sat down with them to discuss some of the new insights and their new-found appreciation for the subject that came as a result of developing their soon-to-be released book Bling: The Hip Hop Jewelry Book, a flashy, fun, photographic display of jewelry past, pres­ent, and future.   As you’re probably aware, “bling” can be any form of jewelry, from thick, “dookie” chains, bracelets, grillz—gold or jewel encrusted fittings for the upper and/or lower teeth—earrings, etc.  Not surprisingly, diamonds are an integral part of bling culture, and I’m pleased to note that the authors touch on the issue of conflict diamonds and how buyers can procure conflict-free diamonds.

PODCAST: Interview with Dr. Clotaire Rapaille

Did you know that in American culture

• Seduction is manipulation

• Being fat means you’ve checked out

• Work is who you are

• Money is proof

• Shopping is reconnecting with life

I recently spent a few minutes with Dr. Clotaire Rapaille, author of The Culture Code.  We talked about his last 30 years of work spent unlocking various “culture codes.”  His book, just released this past June, contains many of his insights about the various reference systems that are put in place for all of us at an early age.  By discovering the subconscious emotional attachments we have to various concepts and brands, he’s been able to illuminate the frames that surround these concepts.


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Race, the Final Frontier

The third MarketingPopCulture.com podcast can be heard below.  In a nutshell: The NYC Human Rights Commission issued a report on the lack of diversity within the advertising industry in 1978.   Fast forward nearly 30 years, and we have another report and a threat of fines and public embarrassment but, again, no real change.

Before I offer a solution, I share my perspective as an African-American and a marketer.  One correction: I mispronounce the name of Ogilvy Toronto's Co-Chief Creative Officer.  Her correct name is Nancy Vonk.


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PODCAST: Gerd Leonhard on why attention--not content--is king

Gerd Leonhard is a noted media futurist and co-author with Dave Kusek of “The Future of Music”. With all of the ongoing news about it, it’s clear that the music business will require a fundamental paradigm shift in order to better sync with the realities of the digital age.  “The Future of Music,” written in 2005, suggests a possible path to take and, we now see, one that the industry and intellectual property laws have started to explore.  Listen as Gerd talks about why he believes that the path to profitability for the industry lies in thinking of music as a service, rather than individual pieces of content.

Other key points raised during our discussion:

• Content isn’t king

• Real currency is your ability to get attention

• His advice to artists and brand managers alike on how to effectively leverage music under this new paradigm.

A highly worthwhile read, the book is available at music and bookstores nationwide, or through Music Dispatch (1-800-637-2852).

Check back soon for my conversation with Gerd's co-author Dave Kusek.

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PODCAST: "21st Century Hustle" and the rise of Urban 2.0

Deep down, we believe that you never have to be stuck in what you do. . .Americans champion entrepreneurs because they are our most aggressive identity-seekers.

----Clotaire Rapaille from "The Culture Code"

What's interesting to me is how ideas are processed by various people.  Same country, yes.  However, different context provides for different outcomes in responses and interpretations. Case in point: Take a look at how we're viewing work and careers in this post-9/11 world.  For one, we're all feeling that creeping suspicion that our typically, sunny American optimism might not be enough to carry the day.  Business authors Lisa Mainiero and Sheryl Sullivan have focused an entire upcoming book on how people are ditching the linear career path in order to focus on the activities that provide authenticity, balance and challenge, in short, what they call a "kaleidoscope career".

Funny how American impulses--think consumerism, as one example--manifest themselves much more powerfully among those in the urban psychographic.  Corporate America, still somewhat inhospitable to many women and people of color, is seen by many as hardly providing anything remotely resembling security, given recent layoffs and Goldman Sachs' recently report that a majority of major corporation CEO's are beginning to admit that our economy is worsening.   So, if you're in group that feels itself to be at risk, you may have made up your mind that the only one you can rely on is yourself, that you need to "make it happen" by putting your nose to the grind stone (hence, the term "the grind") like never before. 

In May, I previewed 21st Century Hustle, a magazine that’s the brainchild of former VIBE Magazine ad director Ali Muhammad.  It's his contention that there's a "global grind culture," for which his magazine is the journal. 

I love talking to people with strong points of view, which is why I think you’ll enjoy listening to MarketingPopCulture.com's first podcast, which clocks in at a little over 28 minutes.  Check out

• Ali’s approach to the current marketplace;

• Why he gives props/kudos to MySpace; and

• Why he feels that, despite the spate of closings of several mass magazines, now is a good time for smart magazines and businesses of all types. 

More importantly, he covers this notion of “Urban 2.0,” what it is, and why it’s important for marketers to take note.

I’ll give a nod to Grant McCracken and do my disclosure: I currently have no financial or business interest in 21st Century Hustle magazine.  However, our sons are fast friends.

Enjoy!  And don't forget to check out 21st Century Hustle when it hits newstands on or about August 15.

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