The Industrialization of Subculture: How Brands Can Protect the Vogue Ballroom Community

Overview

Author: Red Rodriguez
Published on: Rolling Stone Culture Council
Main Theme: How the ballroom community, a subculture originating from 1920s Harlem, faces challenges due to industrialization and how brands can genuinely support and protect it.

Origins: Developed in 1920s Harlem; gained visibility in the 1980s.
Cultural Significance: Strong ties to the queer community.
Historical Racism: Black queens were expected to lighten their faces; significant figures like Crystal LaBeija and Lottie established the House of LaBeija.
Structure: Participants belong to 'houses,' serving as safe havens for queer POC, led by House Mothers and Fathers.
Competitions: Events feature themed categories judged by panels; includes mechanisms like '10s' and 'chops' to assess performance.

Media Exposure: Shows like RuPaul’s Drag Race and Legendary have popularized the ballroom scene.
Commercialization Concerns: Fears of losing authenticity and being exploited by profit-driven entities.
Potential Negative Effects:
- Stereotyping: Misrepresentations reinforcing prejudices.
- Lack of Representation: Under or inaccurate portrayal in media.
- Pressure to Conform: Risk of losing cultural identity.

Engage with the Community Year-Round
- Continuous Support: Partner with local organizations and sponsor events beyond Pride Month.
- Example: GRAV's partnership and consistent involvement with the ballroom community.
Foster Safe and Inclusive Work Environments
- Policy Implementation: Promote diversity and protect against discrimination.
- Example: FLAMER, a queer-owned cannabis brand, prioritizes inclusivity in operations.
Develop a Robust Community Management Plan
- Address Hate and Discrimination: Strategies for dealing with online harassment and maintaining supportive environments.
- Example: Tempo's firm stance against intolerance in the cannabis industry.

Sustained Commitment: Genuine support for the ballroom community requires ongoing engagement, inclusivity, and proactive management.
Corporate Role: By following these steps, brands can protect and empower these vibrant subcultures, ensuring they retain their unique identity and thrive.