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Black Music Month: Black, Urban, Or …
June 9, 2020
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There is change and reform in the air concerning racial equality all around the world. Our industry is caught up in a few potential adjustments as well. June is Black Music Month and a suggested change might have a negative effect on Black music, African American music execs & employees, Urban music divisions, and Urban/Urban AC (UAC) radio.
Recently Republic Records communicated they will no longer use "Urban" to describe music, employee titles, or a Division. The label suggested other music companies should consider doing the same thing. (NET NEWS 6/8).
The Origin Story …
As discussions are going on in board rooms and late-night phone conversations, I always like to reiterate how the party got started.In 1972, Clive Davis, who at the time was President of Columbia Records, commissioned research from the Harvard Business School. “A Study of the Soul Music Environment Prepared for Columbia Records Group,” otherwise known as the “Harvard Report,” was delivered in the Spring of that year.
The report said there were a lot of money and marketing opportunities being missed. Part of the solution suggested was to form a Black Music division with Black executives who knew how to promote the music. Columbia followed the suggestions and created a Black Music Department. Other record companies saw the success Columbia had with its new division and followed suit by creating their own Black Music Departments.
Here Comes Urban …
The term "Urban" came into play in radio during the mid-70s and then in the music industry. For radio it was an attempt to get more advertising buys; using the word Urban was supposedly a softer way of saying Black. Don’t try to rationalize it, it’s just the way it was. The funny thing is, over the years the word Urban has become synonymous with Black. On the music side, the record companies matched the new term for Black radio and Black Music. Hence the birth of Urban in place of Black for Black Music, I mean Urban Music.Which brings us to now. In an effort to be sensitive to the current social climate, it's been suggested by some that the term "Urban" might be limiting opportunities for African Americans in the industry because they feel as if they've been pigeon holed. What's being suggested by some as a solution, sounds like “a perfect world." However, even though the idea has merit, it could create a lot of pitfalls. Other than Republic's reaction, nothing else has been decided on by anyone.
$$$$ …
Over time the economics of Black Music expanded the Urban format to the hybrid formats of Urban AC and Top 40/Rhythmic (formerly known as Churban). In the 90s the music continued to morph; Urban and Suburban, black and white. The new wave of R&B (Hip-Hop) had been building for years and this was the decade when it could no longer be denied. Thanks to the talent pool, evolving social awareness, technology, and the increased greening of Black Music, the artists of the 90s became pivotal figures in the evolution of mainstream music.Black Music Explosion …
Hip-Hop and R&B dominated the charts and radio during the 90s & 2000s on Urban stations (Black Radio) and the new niche format Urban AC. The 90s also saw the emergence of "Smooth Jazz" stations whose play lists contained up to 70% African American R&B artists. Around the same time, AC and Hot AC stations jumped on the bandwagon with Top 40 and started playing more Black artists. Audience research was indicating large numbers of non-African Americans grew up with Black music and it had wide acceptance. The cable channels MTV, The BOX, BET, and VH1 played a huge part in the growth.Come Together …
There was a fusion of music collaborations during the 90s & 2000s. Artists began to spill over into each others work and sang together on projects. From a creative standpoint, it was reminiscent of the old Motown and Stax record days. This type of gamesmanship was virtually unheard of in earlier decades because labels didn't want to split royalties or help boost other artists' careers. Today collaborations are common.And Now What? …
I suggest whatever the decision is concerning the labeling of Black music at charts, radio, and music divisions, think it through. There is more at stake than just a makeover. And besides, it’s attitudes that need to be adjusted. Updating a term only works if there is a plan in place for systematic change. -
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