kidmercury

Regular readers know I'm in the digital publishing business, which is another way of saying I'm in the Internet celebrity business, which is another way of saying I'm in the niche social networking business. And since I've taken over the role of being the blog star for my trading site (my co-founder was the blog star up until this summer), and since I'm an Indian American (parents from India, born and raised in USA), I've been thinking more about cross-cultural marketing, as recent blog entries have illustrated.

Today I wanted to share some observations on some examples of cross-cultural marketing within the USA (since that is what I can assess most easily).

Dr. Dre. Dr. Dre broke the doors open to selling hip-hop to White America, paving the way for and help launching Tupac, Snoop, Eminem, 50 Cent, as well as creating greater market demand which in turn would lead to East Coast labels that would launch Jay Z, Biggie Smalls, etc. A couple of things to note: (1) Dr. Dre is a brilliant musician; (2) he understands the musical paradigm White America operates from, and was able to basically fuse the two styles authentically. Authentic fusion is where it's at in terms of cross-cultural marketing, in my opinion.


Eminem. Dr. Dre's protege, which gave him credibility within the hip-hop community, as he had the Dre stamp of approval. Did he stay true to White American culture? I honestly don't know how to define White American culture. I don't mean that in a mean or ignorant way, I'm genuinely wondering how to define it -- seems hard to define since it is pervasive, like the default in America. Did Eminem bleaching his hair blonde help him sell better to White American culture? And if so, is it because this was perceived as more glamourous, or because it was consistent with the energy of Eminem's music and authentic self-expression? Both? I have no idea what the answers are to those questions. I know I'm an Eminem fan because I think he's a genius, and I'm sure most other fans think the same, regardless of their culture. I think great talent can transcend cultures.


Margaret Cho. She's a comedian, Korean American I think? Maybe Chinese, not 100% sure. She's another person who can get through to both East and West. She can make humor that shows she's an insider of her culture, but can do it in a way that relates to the rest of Americans. Stand up comedy can be a mean place, but I think the key to cross cultural marketing here is to do it in a way that does not deeply offend. Russell Peters is an Indian stand up comedian, he makes tons of Indian jokes, but more than half his audience is Indian people -- because the jokes he makes reveals he is from the culture, and his delivery is friendly and not hostile.


Gwen Stefani. LOL, Gwen really goes all out to reach into everyone's culture, that's my favorite. She had the Indian accessories, the bleached blonde hair, the Japanese dancers, collaboration with Akon (singer from Africa)....lol, Gwen Stefani, a true international woman! Curiously, though, I don't know how much this has helped her (though I'm a fan and think it's great). None of the people in my Indian world thought much, aside from casual observations and surprise -- this probably did not translate into greater sales. And not only did she do all the head and hand fashion stuff, but she also had an Indian boyfriend, who was also in the band, and half the songs including many of their hits are about their relationship. Yet I don't think there was much of a cross cultural impact. Why? Was it not authentic enough? That may be the issue -- many Japanese folks thought Stefani's Japanese dancers were being used like dolls/fashion objects, and thought that was a cultural offense. Stefani probably had the opposite intention -- giving props to a culture. I'd be curious to see what markets/demographics Stefani does best in. Well, I like No Doubt, that song Bathwater I really like.


Jay Sean. LOL, I've been watching more of this guy's videos, I bet the Indian/South Asian teenage/pre-teen girls in the USA will love this guy, LOL. All of his songs are love songs, since he's marketed as basically a one man boy band. He's been in Indian movies and has a style that is distinctly Indian (or at least my family and I can recognize it, not sure if it is apparent to others) -- and I think that will definitely help him score with South Asian Americans. How much crossover potential is there? He's signed to Cash Money Records (hip hop and R&B, lots of African American culture) and has a bunch of folks who do the "singing and rapping at the same time" thing on his songs -- i.e. Sean Paul, Lil Wayne, etc. If I had to guess, I don't think he will appeal to White America, but I think his natural self and promotion on Cash Money will enable him to sell to African American, Latin American, and South Asian American people. I think he will need more talent to reach over to White America or East Asian America to accomodate for the cultural divide and lack of marketing connections Cash Money can bring him to reach those cultures. Definitely adopting a Western name helps with marketing inside a Western culture, though I obviously favor going the archetypal route -- might as well use it as an opportunity to channel more archetypal energy.


Anyway, remember I am just trying to make honest marketing observations, don't be stupid and get offended or I'll have to make fun of you. You know Kid Mercury always keeps it real, and I think that's the most important consideration for cross-cultural marketing -- just keep it real, stay true to your heart, and you'll be fine. After all you're already a natural born star!