Marketing Pop Culture

Rob talks marketing on NPR

Among other things.

Yesterday, I participated in a new segment on NPR's "News and Notes with Farai Chideya," where she invited a few black bloggers to comment on hot topics in the news.  In addition to using the topic of BET's new show "Hot Ghetto Mess" to plug Black rock, I also took aim at the NAACP’s symbolic “burial” of the N-word from a marketer’s point of view.  For example, from what I could tell there was no use of new media to further the organization’s message: No video released from the event was released by the organization on Youtube, except for this CNN clip.  How about a pod- or videocast of the speeches?  Turns out I wasn't the only one thinking about this: Clyde Smith wrote a much more in-depth and thoughtful exploration of the event here.  In the end, symbolism is great, but to be effective today, organizations like this desperately need to consider how to effectively reach younger members of their audiences

For my first national broadcast media opportunity, I think I did alright.

But, please, decide for yourself. Listen to the segment here.

The 21st Century Hustle Blog

Last summer, I hipped you  to Ali Muhammad's 21st Century Hustle magazine.  Good news is that he's started a blog.  So, in between the quarterly issues of the magazine, you can check in on the development of Urban 2.0 and all those involved in Global Grind Culture.

Ali's blog is here.  You can also get some background on Ali and the magazine via the podcast I conducted with him in August, which is available here.

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: "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.

MP3 File

Alice Smith: Artiste sans frontières

It’s been a while since I’ve been in a club to hear live music. A few weeks ago I caught a late show at Nublu of an up-and-coming singer/songwriter, Alice Smith.

The room is packed to capacity, an enthusiastic crowd knows the lyrics to her songs—they’re requesting favorites!—and there’s major label A&R in the house.

I’m pleasantly surprised that not only am I hearing an artist deserving of wider exposure, but I’m actually experiencing buzz.

Preview: 21st Century Hustle

Be on the lookout for Ali Muhammad’s 21^st Century Hustle, which will be on newsstands in early June. Yes, I know we’ve all watched lately as many magazines have folded—Suede, Tracks, Elle Girl, Cargo, Budget Living, Radar, to name a few. But I also feel good about the chances for success here. First, Ali is the former ad director for Vibe Magazine, so he knows the magazine publishing business inside and out. Second, the magazine’s a great example of a targeted product: Think of it as Fast Company for the hip hop generation.

Check back here for a more in-depth interview with Ali. After all, I want to know more about “global grind culture,” and you should, too, since some of your loyals and potential loyals might be in this group.

Tags: Ali Muhammad, 21st Century Hustle, global grind culture, magazines, entrepreneurs, Fast Company, hip hop, urban