WOW.

Things are moving even faster than I thought in the re-ordering of the American economy. It’s four PM on Wednesday 3/18/09. Although many people don’t know or don’t yet understand, the link between government and finances has been totally changed.

Yes, we had AIG (see below), and the foreclosures.

But now… check this…. the U.S. government is buying a TRILLION DOLLARS in mortgaged backed securities in order to create instant liquidity in the markets (read: cash you can borrow to buy a home or a market.) I never thought the hip hop chant to “make money money, make money money mon-EEE” would become so literal.

Yes, I am a news geek; and a politics geek; and I am astounded. I linked from the NYT to this handy dandy URL you can share with your friends. tinyurl.com/USmakes-fakes-Money.

I wrote the article below earlier this morning. Already it seems dated. But bear with me as I breathe.

F

==========

I’ve been guesting on WNYC’s syndicated morning show The Takeaway with John Hockenberry. (Adaora Udoji is on maternity leave.) We’ve been talking a lot about branding. Some folks told us about the brands they missed (“Bit ‘o Honey” and the “Reggiebar” candy bars each got a vote).

Other folks talked about what they would rename/rebrand “too big to fail/too small-minded to give up the multimillion dollar bonuses” insurer AIG as…

Amigos in Gold

Amateurs Implementing Guile

Anti Inflammatory Geeks

A**holes Invoking God

As If God

Appalling In Greed

(And that’s just from the journalists!)

Listeners wrote, among others:

Absolutely Insufferable Greed

Angry Investor Gross

But let me take a turn here.

Yesterday, I was invited to address the US Mission to the United Nations, now led by Ambassador Susan Rice. I was part of a panel that examined how and why then-Senator Obama won the Presidency; and what lay ahead. I spoke about Brand Black, or blackness as a mature political brand, just as hip hop is now a mature media brand. Every product/entity/person who wants market share starts out in the experimental, spaghetti against the wall.

Of all the people who start blogs, relatively few keep it up and even fewer find a longterm audience. If they do find an audience—not just bloggers but political candidates, preachers, musicians, etc.—then they enter the brand-building phase. They try to bring on a core constituency first, then expand that constituency. For hip hop, the core constituency was urban blacks/Latinos, adding graf artists, b-boys and b-girls, streetcorner wisemen…. and then multicultural urban youth… and then multicultural global youth. As hip hop has become a mature brand, you see stars like Ice Cube and Queen Latifah moving into mainstream family-oriented film; P. Diddy and Russell Simmons crossing onto Broadway; Simmons into philanthropy and spirituality; and Jay Z into the economic CEO/Beyonceed celebrosphere. My argument in the speech, which I will elide, concerned the use of hip hop as a feedback loop that helped make blackness a culturally mature brand that had political capital.

Since this is a blog post and not a dissertation, peep this:

First, check out Jay Z solo.

Then, Obama on the stump.

Then the remix:

When Obama first made the gesture, it split the world into three camps: people who thought he actually had dirt on his shoulder (maybe three people or less worldwide); people who got the intent of the gesture (back up off this; you don’t matter); and people who got the specific reference to hip hop and the 2003 hit by Jay Z.

The use of hip hop signifiers and metaphors, as well as support from the hip hop community, really drove the Obama campaign at first. The hip hop generation (or at this point, really two generations) were the “early adopters” of Brand Obama. The Civil Rights generation were later adopters of Brand Obama. And Brand Obama stood on…. the shoulders of the Civil Rights generation, who took blackness from an exiled/discredited “brand” among anti-integrationist whites to a nearly-mature brand that lacked one thing… the sense that a black man could be president.

I didn’t know that Obama would win. No one did. But Obama used hip hop to leverage early youth support, which in turn built numbers for what political scientist William Jelani Cobb of Spelman calls “The Black History Month Massacre” (Obama winning 10 Dem primaries and caucuses in a row), which in turn helped justify Civil Rights generation political figures/superdelegates like John Lewis switching their allegiance from Sen. Clinton to Sen. Obama.

In the end, Brand Obama leveraged hip hop to take the White House… a final signal that “Brand Black” is mature and thriving. What happens next? I don’t know. But I’m eager to see, hear, and write more, especially now that politics has a soundtrack.