from CRITICAL NOIR @ Vibe.com
Marvin Gaye's "song & dance" for Nike
by Mark Anthony Neal
Moments before the start of National Basketball Association's annual All-Star Game in February of 1983, the legendary Soul singer Marvin Gaye took center court at the Los Angeles Forum to perform the "Star Spangled Banner." . Armed with only a first generation drum machine (programmed the day before by Gordon Banks), his own vocal genius and the legacy African-American protest, Gaye offered the most soulful rendition of the National Anthem that most Americans had ever heard. That singular moment in Gaye's career has been recaptured in a recent Nike commercial featuring the so-called Olympic "Redeem Team."
Give Nike credit for mining the digital crates of Black American culture to make explicit comment on the hegemony of basketball, black music and their products in the world. It's difficult to watch images of Kobe Bryant, Lebron James, Dwayne Wade and Carmelo Anthony juxtaposed to classic footage of Marvin Gaye and not get warm fuzzies about America's role in the world and the position of black athletes and artists as ambassadors. The Nike commercial succeeds in part because it forces us to forget the silence of these same athletes on issues like China's support of the Sudanese government and Nike's own labor practices.
Read the Full Essay @
No comments:
Post a Comment