It’s More Than Just A Remix Cover.
As most of you have probably heard, Marvel Comics is “paying tribute” to classic Hip-Hop with a set of 50 new variant covers blending Marvel Comics characters with Hip-Hop inspiration making comic covers that “riff” on albums that have been released over the last 30 years or so.
The thing about it all is that nothing about this tribute that EIC Alex Alonso of Marvel Comics is trying to push out there is new at all. If anything, this newest campaign from Marvel Comics is more of a shark-biting campaign attempting to use and cash in on the popularity of Hip-Hop and Black culture while at the same time excluding most, if not all of the people of Hip-Hop culture and those that contribute to it.
Years ago, artists and creators such as Julian Lytle, Sean Causley, Ron Wimberly, Michael Axt, Jared K Fletcher, JC Etheredge and others were part of the Longboxes on 22’s Tumblr (created by Sean & Julian), where they merged their love of Hip-Hop and comic book culture to make amazing album covers. My involvement with the site was in creating track-lists for the album covers and surreal “Source-style” reviews for said albums. Over 50,000 followers. Massive visibility. Take a look at it: http://longboxeson22s.tumblr.com/page/20
Also, artist Kenny Keil had been making fantastic mashup covers for the longest time as well. He’s also did artistic work for Big Boi and 2Chainz. Take a look here: https://www.flickr.com/photos/47140275@N05/sets/72157623207329307 and here: https://www.flickr.com/photos/47140275@N05/sets/72157628350347643
These creators spoke to an audience that felt alienated by most of the geek crowd when they went to comic cons or comic book stores because of their love for Hip-Hop and the culture. It helped others relate and bridge a gap with others between Hip-Hop & comic books. It brought folks together. There was a love in the creation of these covers.
And all the covers these artists created MADE SENSE. There was a rhyme, reason, and purpose behind every piece of art and cover.
All of these talents of various ethnicities, which have had their work seen to and from across an internet of millions over these last five years were simply shark bit with Marvel’s latest cash grab.
I’m sure there’s other artists out there that got bit too, but I can only go from what I know of and have record of. These folks did hot covers for YEARS before anyone at Marvel gave one damn about cashing in on this.
It upsets me heavily. Especially since not one of these talents were even involved in Marvel’s latest endeavor. It feels as if Marvel, Axel Alonso and whatever editor wished to push this forward saw all these works over the years, waited for things to cool down a bit and jacked the concept without a care.
And as the press releases continue to flow amongst the geek sites regarding these Hip-Hop covers Marvel is doing, you’ll read of people praising Marvel for their continued “Columbus-ing” of a culture that they don’t really mess with.
Let me correct myself, they mess with the “culture” but they stay away from most, if not all of the people who are a part of said culture that build this creative cool stuff. Marvel takes what they need, and then they jet.
Speaking of culture, remember that Marvel Comics is the same publisher that has damn near 50 new comic book series on the way and not ONE BLACK WRITER on the current roster. They have Black characters and Black team books, but no Black writers. Again, they love the culture and push diversity strictly on the page and next to never behind the scenes.
So the shark-biting that is currently being done here is not surprising. I guess Marvel Comics is doing these Hip-Hop variant covers to back up all that street cred they’ve been building for years while hiring a multitude of Black writers, artists and people of color… <side-eye> <sarcasm>
And yes, I do sincerely understand that Hip-Hop is mainstream now. But the comic book business on the regular loves Black culture but rarely involves Black people and people of color in it. They just bite the creative works of the cultures and sell it to white audiences.
This is much deeper than just remixing a comic book cover.
When you look at the first wave of Marvel hip-hop joints, outside of the A$AP cover, from an art direction stance, nothing else really makes sense. If anything, most of those covers that Marvel is putting out mocks hip-hop in some cases rather than embracing it. And that’s no offense to the artists that created their covers. If an editor told you to do it, I get it. If that’s what you felt, cool.
But they don’t reach a true potential.
This stuff isn’t made in a vacuum. And this isn’t the first time something like this has happened before w/Marvel: http://longboxeson22s.tumblr.com/post/108268088667/so-about-9-months-or-so-trill-believers-my-friend
And then to top it off, there are 50 covers and only three Black artists have been allowed to play in Marvel’s sandbox for this project (Sanford Greene, Khary Randolph, and Brian Stelfreze).
Respect to the few Black artists that are working at Marvel right now. We see you. I know there’s not many (because there’s not), but we love y'all.
After October passes, these Marvel hip-hop variant covers will disappear and it’ll be on to the next thing for them. After they’re done with those 50 covers, Mr. Alonso will just look at the culture, wave & say “Bye, Phylicia” then move on to the next thing without a care.
But will the fans care? I don’t know. For most, as long as they get their stuff it doesn’t matter to them.
Equality and true diversity in comics doesn’t matter to them as long as they get their stuff.
So don’t ask me about the next Marvel movie, comic, cartoon, synergy-filled whatever because I don’t ride with Marvel when they shark-bite my friends.
And remember, Black people and People of Color, here’s what Marvel (or one of the most influential people at Marvel Comics) thinks about YOU: http://brevoortformspring.tumblr.com/post/124153395043/can-you-explain-why-marvel-thinks-that-doing-hip
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