The Day the Dancing Stopped
Social Media’s Influence on Culture.
Recently, Black creators decided to boycott TikTok due to appropriation and creative plagiarism. Now is the perfect time to examine digital marketings’ influence on culture. Based on a 2019 study conducted by Morning Consult, 86% of people ages 13 to 38 want to become influencers. With “Social Media Star” becoming the fourth most popular career aspiration for children. From this data, it is easy to see how Social Media apps are viewed as powerful tools to communicate casually and monetarily. Apps like TikTok can create a cultural phenomenon, take the dance crazes that lift songs to heights on the music charts. In addition, Twitter can facilitate social justice movements and new conversations globally. When one takes the many functions of Social Media, it is easy to see why Black creators are taking a stand.
Black culture has been stolen and whitewashed in America; this isn’t an opinion; it is a fact. Our music has been taken and played across the country with little to no compensation given to the sound’s originators; Pat Boone singing and whitewashing Little Richard’s music is a prime example. The colonizing of AAVE phrases as Gen Z or internet-speak. From Rock & Roll to Hip Hop, Black Americans must be hyper-aware of the ever-present culture vulture. Our terminology and style of dress are first mocked then imitated. With this history, it is no wonder that Black creators are rightfully sensitive about their craft. However, one can also take the stance that appropriating these creators is a direct assault on Black joy. There is a deeply rooted connection to dance and music that spans from our enslavement to our ancestral African roots.
Social Media platforms are so popular because they allow for communication across regions. Apps such as Twitter give a voice to marginalized communities that are often left out of mainstream discussions. A simple hashtag like Black Lives Matter or Black Twitter creates cultural and social shifts. The move to boycott TikTok is highlighting one significant thing; the power of Black culture. Without Black TikTok-ers creating dance routines, White creators have no idea what to do. Megan thee Stallion’s Thot Shit is a prime example of this. Many of the famous dancers don’t know how to follow along to a simple melody. This may seem comical to many, but it shows how “dancers” like Addison Rae have appropriated routines and then given high profile moments, a la the Jimmy Fallon performance.
When one thinks about the evolution of communication since the inception of the internet, one thing sticks out its ability to reach various parts of the world in record time. Add in platforms specifically tailored to create dialog, and you have one of the most significant shifts in culture that the world has ever seen. The ever-present idea of supposed cancel culture is an example of its power.
Marginalized groups have no other choice but to take a stand when they feel that their contributions are a victim of appropriation. Too often, others profit off of Black culture. White faces are seen as more digestible in society. Therefore, some feel that it is justifiable to take from others and market it with a White or, at most, a racially ambiguous body.
With influencer marketing growing from 6.5 in 2019 to 13.8 billion dollars in 2021, it is safe to say that brands see influencers as a value add. Digital marketing isn’t just for brands looking to sell themselves; it is also why so many people utilize social media apps. There is a sense of opportunity via social media apps. Many people get their news updates, style inspiration, etc., digitally through these various platforms. Every major company/brand has at least one Social Media account on a given platform, and they actively search for influencers that can boost their name.
As previously noted, music artists benefit from these dance crazes as well. If your song is picked up by one of these influencers, there is a greater chance that your piece will reach greater heights on the digital charts. In turn, record labels, agencies, and management firms profit. Most artists give praise to these dancers by posting them on Instagram via their feed or stories. Then, of course, there’s the occasional music video cameo as well. However, when opportunities to showcase in a mainstream fashion arise, the Black creators are more often than not left out of the conversation. As a result, an unbalanced dynamic between White creators/influencers vs. Black is formed.
We can no longer stand by and watch yet another group be robbed for their innovation and talent. Tech companies can step in and emphasize ownership for creators. The idea of ownership might require digital platforms to allow for an option to indicate that a particular post is proprietary to the user or that highlights the uniqueness in some way. It certainly involves society shifting its way of thinking. Media outlets and the entertainment industry must make an effort to target the groups or individuals that create the culture. There must be a concerted effort to give everyone a piece of the pie; it isn’t enough to simply ride the wave of Black culture.
