When images of Soul Train appear I slip into a montage of Aretha Franklin, James Brown, The Ojays, Temptations, Barkays, Gladys Knight and the Pips, The Time, Alexander O’Neal, Cherrelle, Dazz Band, Con Funk Shun, Vanessa Williams, Donna Summer, Rick James, Mary Jane Girls, Chaka Khan, Earth Wind and Fire, Minnie Riperton, Stevie Wonder, Carrie Lucas, Dionne Farris, Natalie Cole, Lisa Stansfield, Go West, Salt and Pepa, Lou Rawls, Pointer Sisters, Luther Vandross, Adam Ant, Kool and the Gang, Michael McDonald, Patti Labelle, Fat Boys, Al Green, Bill Withers, Teena Marie, Yarbrough and Peoples, Jody Watley, Shalamar, Howard Hewitt, Mellow Man Ace, Run D.M.C., L.L. Cool J., Sheila E., Isaac Hayes, Herbie Hancock, Roy Ayers, Nona Hendryx, Debarge to name a few all grooving on a first class luxury train filled to capacity with the monarchs of music. I would not slight Soul Train with pedantic rhetoric of Black music or what music critics call Neo Soul. It was simply put a virtual platform for music that often was on the subsidiary labels of major record companies yet percolated a phenomena that introduced the term “cross over” much to the chagrin of segregation and labeling in the music industry often surpassing mainstream artist sales and influence.
One of the most singular accomplishments was the establishment of branding from hair care products of Afro Sheen, Dark and Lovely relaxers, Fashion Fair Cosmetics and Ambi skin care products as just a few. The sheer beauty and business savvy of Don Cornelius to have products advertised but with a familiar face was overdue. This was a study in skillfully building a brand and building the demand for ethnic marketing and development in advertising and consumer marketing. Soul Train the franchise since its airdate in 1971 had become a major gatekeeper of African American culture, commerce and style. Say what you want but the show American Bandstand was to coin a phrase “apple pie and baseball” whereas Soul Train was “sweet potato pie, caramel apples, duce del leche, and you played any sport that make you feel good”. Not everyone eats apple pie or plays baseball but Soul Train made us feel at home with our diversity and most importantly American.
Soul Train spanned for more than three decades as the longest running nationally syndicated television show for 35 years. This is a milestone in programming , business and branding that is required knowledge for any entrepneur or future mogul. Don Cornelius ’ Soul Train was teaching how to persevere with tenacity, personal style, flexibility successfully in an industry that evolved with technology before online classes.
A scene from the movie “Can’t Buy Me Love” in which an awkward Caucasian teenager had to impress a girl with dancing prowess he sorely lacked and had little time to learn. His resource was to watch Soul Train opting not to attend Arthur Murry’s Dance Studio. Infiltrating pop culture Soul Train had proficiently immersed itself in the subconscious of how ethnic groups were perceived. Don Cornelius took advantage of that by writing subtext into his music show format with “Scramble Board” that dancers had less than 45 seconds to complete the names of historical events, people and places often that were advocates of Black History. There was more than dancing on Soul Train!
Culturally Soul Train had become a part of the American household appearing at weddings, house parties, and social occasions. Never judgmental or holding the velvet rope Soul Train let everyone dance at the party demonstrating an inclusion of ethnic diversity and a broad cultural landscape. Don Cornelius was instrumental in launching the careers of many entertainers and professionals with his record label, music publishing, and productions. The Soul Train Awards was paramount in celebrating the achievement of artist long overlooked by mainstream awards.
The success of Soul Train cannot be underscored with a footnote but as a reference that consumers of any ethnicity can and will generate capitol for businesses if they are considered in their marketing and business development plans. First there was Soul Train the harbinger of BET ( Black Entertainment Television) now owned by Sony to OWN , Oprah Winfrey’s television network. Don Cornelius demonstrated that nothing is impossible with talent, patience, tenacity, and vision.
Don Cornelius:
Cultural Architect, Entrepreneur, Marketing Guru, Visionary, Advocate, Warrior, Stylist
You left us too soon and we will continue your legacy by building our own Thanks Don for giving up the hippest trip and in your words we leave you with Peace, Love and Soul!
