- The American landscape would not be nearly as rich, diverse and hip without pioneering forces such as <strong>Don Cornelius</strong>. As the creator of <strong><a href="http://soultrain.com/ " target="_blank">Soul Train</a></strong>, Cornelius did more than establish a profitable company/brand but also simultaneously uplifted people of color by giving them a platform to express their innate talents while reinforcing positive and inspiring messages through the creative disciplines of music, dance and fashion. Following news of <strong><a href="http://www.blackenterprise.com/2012/02/01/soul-train-creator-don-cornelius-dead-of-suicide/" target="_blank">Cornelius’ recent passing</a></strong>, <strong>BlackEnterprise.com</strong> spoke with <strong><a href="http://www.blackenterprise.com/2011/11/28/6-tips-for-rebranding-soul-train/" target="_blank">Kenard Gibbs</a></strong>, current CEO/Partner of <strong>Soul Train Holdings</strong> and co-founder of <strong><a href="http://www.madvisionentertainment.com/" target="_blank">Madvision Entertainment</a></strong>, to Decode how Cornelius went from investing $400 into the Soul Train pilot to forever changing American culture. <em>—Souleo</em>
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- <strong>BROADCASTING BOUNDARIES</strong><br><br> In 1970, Cornelius created Soul Train and generated local success in Chicago on WCIU. Shortly thereafter the sensation grew and was broadcast nationally in 1971, leading to a <strong><a href="http://www.nytimes.com/2012/02/02/arts/music/don-cornelius-soul-train-creator-is-dead-at-75.html?_r=2" target="_blank">35-year run in syndication</a></strong>. Soul Train remains the longest running, first-run, nationally syndicated program in television history. With its emphasis on music, dance and fashion, the show helped introduce African-American culture to an international audience through an innovative business model that was cost-efficient and incorporated product integration. “I always used to tell Don that he created the genre of reality TV,” says Gibbs. “It was unscripted, it didn’t cost very much to produce and you had product placement within the show with Ultra Sheen and Afro sheen. It was an innovative and genius integration of targeted brands in entertainment.”
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- <strong>REWARDING TALENT</strong><br><br> In 1987, Cornelius launched The Soul Train Music Awards, which eventually inspired two additional annual television broadcasts, <strong>The Soul Train Lady of Soul Awards</strong>, which launched in 1995, and The Soul Train Christmas Starfest, which debuted in 1998. After a two-year hiatus, <strong>The Soul Train Music Awards</strong> relaunched in 2009 as part of a licensing deal with BET and it remains a top television draw. The 2011 broadcast attracted four million viewers, making it the <strong><a href="http://tvbythenumbers.zap2it.com/2011/11/29/2011-soul-train-awards-set-record-for-centric-draws-combined-4-million-viewers-on-centric-and-bet/112131/" target="_blank">No. 1 telecast in CENTRIC history</a></strong>. Still, as Gibbs notes the most significant aspect of the show is the fact that it offers a platform for unsung talent, especially with the recent <strong><a href="http://www.hollywoodreporter.com/news/grammy-awards-nominees-jesse-jackson-categories-285420" target="_blank">elimination of many Grammy categories</a></strong>. “What we found is that similar to when Don originally launched the award show, a number of artists still don’t really have a platform to be recognized for their artistry,” he says. “For that reason the award shows franchise remains very well received and we have incredible artist support as well as the viewing audience.”
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- <strong>MUSICAL LANDMARKS</strong><br><br> Over the years, Soul Train gave African American artists a national platform that equaled commercial success. For example, the show’s theme song “T.S.O.P. (The Sound of Philadelphia)” by MFSB (Mother, Father, Sister, Brother), featuring vocals by The Three Degrees, hit <strong><a href="http://www.billboard.biz/bbbiz/industry/tv-film/kenny-gamble-remembers-don-cornelius-origins-1006068552.story" target="_blank">No. 1</a></strong> on the Billboard Hot 100, the Hot Soul Singles chart and on the Easy Listening Singles survey. The show also led to the creation of <strong>Shalamar</strong>, comprised of Soul Train dancers <strong>Jody Watley</strong> and Jeffrey Daniel, along with Howard Hewett, who went on to land a Top Ten hit with “The Second Time Around,” a Grammy Award for “Don’t Get Stopped in Beverly Hills,” and a string of hit singles in the U.K. When the group disbanded, Watley became a superstar, winning a 1988 Grammy award for Best New Artist and creating 32 Top Ten singles and <strong><a href="http://jodywatley.net/discography/" target="_blank">13 No. 1 singles</a></strong>. “Prior to the internet and the proliferation of other outlets, Soul train was very vital to the consumer purchase behavior of young Black kids,” says Gibbs.
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- <strong>DANCING DIVIDENDS</strong><br><br> Soul Train was notable for offering a platform for street dancers to showcase their talent and, in the process, many of those moves have become part of hip-hop and American culture. “So many dances came out of there like the robot and the GQ,” notes Gibbs. “The lockers first performed on Soul Train and it was the first time many people on a national level had seen moves associated with popping and locking.” Arguably the most influential and successful dancer has been Shalamar member, <strong>Jeffrey Daniel</strong>, who is credited with having <strong><a href="http://www.npr.org/templates/story/story.php?storyId=105986636" target="_blank">taught Michael Jackson the moonwalk dance</a></strong>. He also choreographed Jackson’s “Bad,” “Smooth Criminal,” and “Ghosts” videos. Cornelius’ support of dance extended beyond the show when in the late 1970’s he established The Soul Train Dance Studio in Los Angeles. The Soul train line is perhaps the most recognizable example of the show’s lasting influence on dance.
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- <strong>DIGITAL BRANDING</strong><br><br> In the wake of Cornelius’ passing, Gibbs is focused on ensuring that the legacy of Soul Train is expanded through a series of brand extensions. Thus far one of the most successful projects has been the creation of a digital identity resulting in a little over end of <strong><a href="http://www.youtube.com/user/soultrain" target="_blank">27 million</a></strong> YouTube views and 25,000+ Facebook fans. According to Gibbs the online presence of SoulTrain.com has been so popular that the official site crashed three times on the day that news of Cornelius’ passing spread. With a newly popular awards show and solid digital presence, Gibbs is now gearing up for the launch of the 2013 <strong><a href="http://www.soultraincruise.com/2013/Home" target="_blank">Soul Train Cruise</a></strong>, and has plans for a movie, musical and a return to television for the brand. As Gibbs states the vision of Cornelius remains a vital force with endless possibilities to continue influencing American culture. “I think it’s a testament to what Don’s vision was and the fact that the platform that he built is so enduring,” he says.
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Don Cornelius was one of the most influential genius of his time. I credit him for helping me to be myself. Growing up was not easy during this time and Soul Train made you feel proud to be black and “hip”. The “LIFESTYLE” was and (forever will be) and era that time will never be able to replace or even try to duplicate.
During Don’s time we did have some soul and some Black pride. We lost all of our soul and black pride. We can’t have Black Pride if we don’t know who we are and where we come from. We are not Europeans, we are not Asians, we are not Hispanics and we are not immigrants. Until we learn who we are and stop denying who we are we will NEVER have Soul nor Black Pride! Our History is not a game to be played with every February!
Black Pride comes with knowing who you are and accepting who you are. That’s what’s Hip!”It Is Easier To Believe Than It Is To Think!” “A People Will Never Look Forward To Posterity Who Never Look Backward To Their Ancestors!”
Black Pride is Knowing and Proudly Admitting that we are African! Not African Americans! Black Negroes of African descent! You can’t hate the Roots of a Tree without hating the tree itself. If you don’t want to be from Africa then you really don’t want to be Black so you’re not Black and Proud! You didn’t get Black here that comes from Africa.
Soul Train didn’t make us Black nor give us soul! We are Natural people who do things naturally. Our creative soul comes naturally. How can we be so ashamed of the people who were FIRST in the World and FIRST civilized? Being of African descent is our most prideful claim to fame. When you learn and know your history you know that and that gives you all of the pride you will ever need.
If a husband mistreats and abuses his wife that wife is told to leave that husband and the law will even step in and arrest that husband and separate that husband from his wife and dare him to come back and bother her. And all her her advisers and advocates would tell her to divorce him and “take her name back!”
When a Black misuses or abuses a Black friendship/relationship the Black victim will hate that Black perpetrator for the rest of their lives! But the White man has been “Doing You Know What To Us” for ALL of our lives here in this outlaw country, yet we are told to love our enemies! What Fools!
I’ll conclude with a couple of quotes from Dr. King about “Integration”
and “Love.” Quotes below:
Integration–”When I speak of integration, I don’t mean a romantic mixing of colors, I mean a Real Sharing of Power and Responsibility!”
Love–”When I say love those who oppose you, I’m not speaking of love in a sentimental or affectionate sense. It would be nonsense to urge men to love their oppressors in an affectionate sense. When I refer to love at this point I mean understanding and good will!”
Survival of The World–”The Negro Must Not allow himself to become a victim of the self-serving philosophy of those who manufacture war that the survival of the world is the white man’s business alone!”
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Now there’s nostalgia. Get a load of those bell boottm pants. I used to wear floods in grade three (purple pants too). Dad had poor fashion sense! Successfully Silly RainbowRay
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