Nord and Hip Hop and Gospel

[Hlaalu]

I haven't found this discussed anywhere, and it's just a curiosity I have, but why does Nord mainly post in their website videos of performance involving mainly Hip Hop or Gospel music (think "Nord gospel sessions"...), mostly performed by black musicians?

Even now with the new "lockdown" series, most of those videos are of that sort.

Now, given that it can't be that only black hip hoppers and gospelers play Nord instruments, there must be a selection process by Clavia which favours a certain specific kind of music to be under the spotlight. This is pretty obvious.

The less obvious part is what their agenda could be, but if it's something to do with either marketing strategy or fighting racism, I dare express my skepticism as to whether this is actually a good idea for any of those two.

For marketing, I'd even say that it's a BAD strategy altogether, because it creates the impression that such musicians are their main consumer-type, and so that they are somehow developing their keyboards with that music in mind. Since the fact that this is NOT so is so plain and obvious to anyone looking into their instruments, it's even more puzzling (at least, to me it is).

If it's a way to "fight" racism, I'd say it's even worse, because it does nothing but segregate even more the very group they'd want to "equalise", so to speak. "Oh look, all those black musicians toghether playing Nord, how cute". Or "you know, they are black but hell they can play". It's very unfortunate but this is the very cringy effect that such way of presenting things sparks in me.

I'd like to hear your thoughts about this.

[OrpheusNY]

I think you’re making leaps and reading way too much into Nord’s marketing. The most marketable sonic strengths of Nord keyboards are right in the wheelhouse of the African American musical genres of the 20th Century and forward. Hammond B3, Wurlitzer, Rhodes, etc. all had African American master musicians popularizing them. Of course they would show off their strength in those genres. Nords are also quite popular in the black (and white) worship music market

Also, consider that you just haven’t noticed the many, many white and Latino artists demoing Nord products over the years as much, maybe because that’s what you consider “ normal?”

I mean, the Chris Maene historical pianos and the harpsichords are neat, but they aren’t going to sell a lot of Nords.

[Hlaalu]

Also, consider that you just haven’t noticed the many, many white and Latino artists demoing Nord products over the years as much, maybe because that’s what you consider “ normal?”

I grant you I might be overthinking it, but this is not what I said. I am not saying there haven't been musicians from outside that category to showcase/demo Nord products, I am saying that if you take a snapshot of their official channels (their website and YouTube are the ones I usually check), as they are now, there clearly is a selection process which favours other kinds of musicians.

I think you’re making leaps and reading way too much into Nord’s marketing. The most marketable sonic strengths of Nord keyboards are right in the wheelhouse of the African American musical genres of the 20th Century and forward. Hammond B3, Wurlitzer, Rhodes, etc. all had African American master musicians popularizing them. Of course they would show off their strength in those genres. Nords are also quite popular in the black (and white) worship music market

Note that I didn't put the stress on them being African American, but on the genre. That an instrument like the Hammond B3 has been popularized by black musicians is certainly true, but one would think of musicians in the Jimmy Smith style and American jazz and all the rest. This is definitely not what you see Nord displaying. Take a look at Nord official YT channel. Since the last 4-5 years or so, most of the musicians displayed there are hip hoppers, gospelers and fusionists.

[alex78]

I think those music styles are the strong point of nord instruments, sonicaly talking. And probably most of their customers come from those music genres as well.
In rock and metal most artists use korgs, in dance and pop music Roland rules. IMO they should make some videos displaying their capabilities in other genres as well, just because nords are capable of such and it would attract more customers this way. Their marketing team may thing differently though...

[Hlaalu]

I think those music styles are the strong point of nord instruments, sonicaly talking. And probably most of their customers come from those music genres as well.

If I had to judge from users hanging out in this very forum, I wouldn't say that... Look for example at the Programs that people over here make and post for other to download and use, as a reference point for what people usually play and love playing. How much hip hopp-ish oriented stuff have you seen there? Me, not much...

IMO they should make some videos displaying their capabilities in other genres as well, just because nords are capable of such and it would attract more customers this way. Their marketing team may thing differently though...

My thoughts exactly... I guess we'll never know.

[alex78]

If I had to judge from users hanging out in this very forum, I wouldn't say that... Look for example at the Programs that people over here make and post for other to download and use, as a reference point for what people usually play and love playing. How much hip hopp-ish oriented stuff have you seen there? Me, not much...

You got a point in that. So maybe those kinds of musicians are the next target for clavia, they don't need to attract more pop rock, funky, jazz etc. players, those are taken for granted. Who knows?

[CountFosco]

black musicians...of that sort...it can't be that only black hip hoppers ... there must be a selection process by Clavia ... This is pretty obvious... what their agenda could be...it's a BAD strategy...such musicians ... "equalise"... "Oh look, all those black musicians ... how cute"...they are black but hell they can play"... very cringy
I'd like to hear your thoughts about this.

My thoughts are, if we had a weekly prize for the most insightful and intellectually stimulating post of the week, you might not win.

[Hlaalu]

Alright, forget it then. Probably not the kind of topic to be discussed here.

[Elias]

Alright, forget it then. Probably not the kind of topic to be discussed here.

Well discussing is ok if you ask me. Just not really useful but thats fine.

Thinking that they would have a specific agenda for "equalising races" by showing more dark skinned musicians? I don't think that would have any real impact on their marketing. There are probably a lot of variables in choosing musicians to market their products. Maybe the easier to find commercial-worthy musicians are dark skinned. Maybe they think these musicians are better and they happen to be black. Who knows?

Maybe they should market the other, less electro-mechanical emulation, side of their products. And to my knowledge they have done that with the Lead and Wave series. Leads are of coarse more attractive to electronic musicians. I think it's mainly that they market Stages, Electros and Pianos way more and these are special for the B3 and piano sounds. B3s and pianos are not necessarily among the most used sounds in many other than Rock, Jazz, Soul, Gospel, Hip-Hop and so on. So that's not their expected customer group.

Should not be taken as facts.