The Black Panther keeps making waves in this comic book landscape.
Straight up, this is the Black nerd’s Lemonade right now.
For the first time in history, a comic book featuring an African superhero, written and illustrated by African Americans, is the highest-selling title from the Corporate Two. Yeah, having the character steal the show in the best comic-book related movie this year and a major marketing push definitely helped, but this is what happens when you #BetOnBlack…
The Black Panther marketing plan should be taught in schools. It’s actually a pretty textbook marketing strategy. They got the right team, did the proper product placement and marketing and got a winner on their hands.
Furthermore, they respect the importance of the character that is in their stable, a character, which encapsulates the hopes and dreams of a marginalized demographic. They actually heard this fan base and gave the character its due respect, steeped this character in its culture (fictional, but based on an amalgam of existing cultures from the marginalized demographic) and gave this character the necessary agency this character, and the marginalized demographic it represents, deserves. Because of this, Marvel produced yet another profitable situation that they, and their parent company, will benefit from greatly. This bit of good will is, in fact, good business.
In short, Marvel created the climate in which the Black Panther could be Columbused. We are seeing the effects of this as I write these words.
This should be a call to arms of what happens when you produce a fantastic product and market a great property.
Too bad DC Entertainment wasn’t in class that day… If you’re in the minority that DC has kept it on point cinematically, read this article written by Verge Entertainment bigwig and former Milestone and Batman editor Joe Illidge:
This information puts to bed a lot of superfluous “explanations” of why product featuring and created by people of color doesn’t sell. Independent creators should use this fact to push our products to the forefront…
Some people want to bring up Spawn as a counter to my statements. To that I say…
I am way more excited about this development than I ever was with the introduction of Spawn in the early 90s. In fact, if you wanna be real Image about it, I will always hype Tribe way more than Spawn as it was the first comic book featuring characters, and created by people of color, Todd Johnson and Larry Stroman, that sold over a million copies, which adjusted for inflation is on par with BP’s sales.
In other words, I’d rather celebrate the whole cake rather than just the frosting…
This should be inspiring to a lot of us independent creators of color and we need to capitalize on the climate. In fact, a number of us are.
We have seen an increase in coverage concerning independent properties dealing with the discussion of diversity (i.e. Black, The Legend of the Mantamaji, Niobe: She Is Life, Watson and Holmes, Exo: The Legend of Wale Williams, Solarman, etc.) exactly because these cats had their marketing game down and went beyond the perceived market to find their audience.
Of course, it doesn’t hurt that these projects are expertly created (i.e. writing, art, etc.), but creating is the easy part. Marketing is where the work comes into play.
This is the kind of work we should continue to push and purchase in addition to showing love to the “Corporate Two” when they “get it right.” Way more than being a DC or Marvel fan, I’m a fan and practitioner of the art form.
Interesting times indeed.
So, let me know if you are interested in more than just enjoying this historic moment in representation. Let’s keep it going. Let this be more than just a moment. Let’s make this a fact of life.
Speaking of, I’m going to be teaching a course on this exact subject through the International School of Comics starting in July. Granted, this class will be in Chicago, but if there is enough interest, I would possibly take this bad smoker into the remote teaching realm.
P.S. Personal note to the brothers Johnson and Stroman, c’mon fellas. We need to do a Tribe trade so that people can experience the loveliness that book was and can be again. Get at me.