A Renaissance of Black Cowboy Culture is Happening and It’s Pretty Amazing.
From its inception, Western culture has assumed a white face, yet its origins have always had Black roots.
Beyoncé’s Album Cover For Cowboy Carter
Black revolutions seem to occur with every generation. Our great-grandparents experienced the Harlem Renaissance, our grandparents witnessed the Black Panther movement, our parents lived through the birth of Hip Hop, and now in our generation, could we be witnessing a resurgence of Black cowboy culture? It might sound far-fetched, but as the South gains pop culture influence, Black people are reclaiming erased history by embracing their cowboy roots. If this is the newest reclamation of Black history, I’m all saddled up.
Earlier this year, Pharrell presented his sophomore collection as the Louis Vuitton Men’s creative director, which explored American western wardrobe. Black and brown models strutted in flared jeans, turquoise-studded bolo ties, and felted cowboy hats– a depiction of the cowboy most of us aren’t familiar with.
It's unsurprising that this marks one of the initial instances of a diverse portrayal of the cowboy, as in many pop culture trends, (and throughout American history in general), Black people are frequently overlooked as the originators. In an interview with GQ, Pharrell remarked, “You never really get to see what some of the original cowboys really look like. They look like us, they look like me, they look Black, they look Native American.”
Courtesy: Louis Vuitton
Pharrell's homage to the original cowboys appears to have sparked a revival of Black cowboy culture. In Beyoncé’s latest album, Cowboy Carter, she reminds us that country music, widely synonymous with white American culture, owes its origins to Black creativity. These reinterpretations of history through fashion and music are unveiling the true narrative that society has long suppressed. Black people have had a significant impact on Western culture, and it’s time to remind them. Or as Andre3000 aptly put it, “The south got something to say.”
Who Are the Original Cowboys?
Western culture is significant in American history, but there’s a lesser-known story of the resilient, stoic, horseback-riding cowboys. The first cowboys in the United States were Spanish ranch hands known as vaqueros. These settlers, known for their expertise in horsemanship, cattle handling, and roping, started the original cowboy lifestyle during the 16th century. It wasn’t until the late 19th century however that slaves were taught these handling abilities. The term ‘cow-boy’ was originally used as a derogatory remark towards slaves who looked after cattle on the ranches.
During the postwar era, the Western frontier opened new opportunities for newly emancipated Black cowboys. Cattle herding expanded to the northern states, leading to a surge in demand for these skilled ranch hands. As the American West started evolving into the cultural phenomenon we know of today, the resilient, free-spirited nature of the cowboy began to resonate with the rest of the world.
From the 1920s to the 1960s, Hollywood Western films helped popularize the Wild West, which introduced the white cowboy trope most of us are familiar with today. Actors like John Wayne and Clint Eastwood dominated the landscape and Black cowboys were rarely represented in mainstream media. Those depictions fueled the disillusionment of who the original cowboy was and even the perception of country music today.
The Rebirth of Black Western Culture
Throughout the diaspora, Black people have long been known for their skills in oral storytelling. As a community severed from their homeland and forced to abandon their culture, the only way to uphold connections with one another was through exchanging stories. Music, in particular, became a notable medium of expression. Anything from jazz to hard metal, Black people have had a hand in. But, country music remains one genre that society has completely disassociated us with.
In the 17th century, enslaved Africans brought their instruments and music to America with them, which helped sparked the birth of country music. One instrument particularly associated with country music, the banjo, was created and exclusively used by enslaved Africans. The banjo was an important part of Black folklore tradition. But, like everything else derived from Black people, the banjo gained commercial popularity. During minstrel shows, white musicians played banjos to mimic slaves. Subsequently, the banjo piqued the interest of white people outside of minstrel performances, and was used to make hillbilly music, which evolved into what we now recognize as country music.
It’s one of those moments where, yes, everything leads back to racism. So much so, that even one of the world's biggest artists can’t dabble in the genre.
As a part of her three-act series, Beyoncé released her eighth studio album, Cowboy Carter. The album garnered significant attention as she traded in her usual R&B tunes for country blues. Yet, the true focus turned to the backlash she encountered for venturing into a realm where Black representation is often unwelcome.
Certainly, she received criticism for not conforming to the stereotypical norms of a "pure" country album. However, this specific reaction underscores how deeply entrenched country music is in America's ongoing narrative of rewriting history. Nevertheless, Cowboy Carter serves as a direct fuck you to the systems that have systematically erased the Black influence within these genres.
Beyoncé addresses this on the first track of her album, “AMERICAN REQUIEM.” “Used to say I spoke too country and the rejection came, said I wasn't country 'nough said I wouldn't saddle up, but If that ain't country, tell me what is,” she sings. Throughout her album, Bey challenges the use of music genres and reminds everyone that Black country music has always been a part of American culture. This album serves as a healthy disruption to the masses that need to (for lack of better words) get a grip. She’s brought attention to the genre of country, and started a Renaissance (pun intended) of Black cowboy culture that somehow has been erased from history.
With Beyoncé and Pharrell reclaiming Black Western culture, it marks just the beginning of Black people reconnecting with their cuntryness. It's a realization that this journey began with us and now, it's time for us to reclaim it. So, let's embrace our heritage, rediscover our roots, and celebrate our inner cowboy.