Colorism (colourism in Canada & the UK) may be a relatively new concept to many, but it has existed for centuries. It is discrimination based on skin tone typically with a preference for lighter shades, upheld by racism and its systems of power. It's different from racism though, in that it's a global phenomenon that occurs within racial groupings including Blacks, Asians and Latin Americans.
Colourism has deep roots dating back to the colonial period when Europeans profited off of white supremacy through the control and enslavement of darker-skinned people. They also differentiated between different shades of brown skin colour to cause division between enslaved Africans. They pushed the idea that a lighter complexion was better and even rewarded lighter-skinned slaves for it. Today still, people with darker skin face some forms of discrimination lighter-skinned folks don't, and this attribution extends beyond what is considered attractive by Eurocentric societies. Conversely, lighter-skinned Blacks face their own form of colourism in the Black community, where their Black identity is called into question.
Colourism remains a significant issue in contemporary society since it’s a constant theme, particularly in fashion, beauty, music and social media. For example, in the music industry it appears that lighter-skinned artists receive more visibility and opportunities than darker-skinned artists. This spreads the belief that lighter skin is more marketable and desirable, which may reinforce colourist attitudes within society. However there are instances where darker-skinned artists question lighter-skinned artists' "Blackness" and relevance to hip-hop in general.
On social media platforms, influencers and celebrities often follow Eurocentric beauty standards, yet mix in or appropriate Black culture for their benefit, further marginalizing individuals with darker skin tones, and creating harmful divisions in the Black community.
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Historical Roots of Colourism in the Americas
The concept of colourism was a prevalent phenomenon during the slavery period that began in the 16th century. Slave masters often gave preferential treatment to enslaved people with fairer skin because they were children or grandchildren of the slave masters themselves, or they were perceived as more white due to their more similar facial characteristics. As a result, lighter-skinned Blacks were often given more domestic roles within their owners’ households, while dark-skinned slaves had to toil outdoors in the fields, and were often subjected to more violence and punishment.
This type of discrimination with deep colonial roots causes negative feelings on a psychological level among Black people as it continues to be perpetuated even in modern culture. Black people of all shades may unconsciously adopt certain beauty standards and even develop an aversion to their natural features.
In the modern Black family in the Americas, there are several shades of brown represented, yet the conversation, jokes and commentary often bring attention to this hidden trauma of skin tone bias lingering from the past.
How Does Colourism Affect the Black Community?
Colourism continues to cause conflict, harm and community division among Black people. Within the Black community, there are so many diverse shades and histories that no one deserves to be labelled anything other than the identity they themselves adhere to. According to 23andMe, the popular ancestry tracing tool, the Black population in the US has 78% of African roots and the other 22% is primarily European. The reality is very few people on this planet are purely from any one gene pool, and skin tone has very little correlation with how a Black person identifies but rather how "Black" others consider that individual.
Such labels have implicit biases about skin tone, which can profoundly influence how people of colour feel about themselves, and how others treat them as a result, which affects access to education, employment, and social standing. Since 2006, there have been several studies that show a strong correlation between darker skin and longer prison sentences for similar crimes, the negative effects on mental and physical health, and lower wages for Black folks compared to non-Blacks doing the same work.
Biracial people or those from mixed race identities also experience the effects of colourism since they’re caught between different cultural and racial identities. For instance, people with light skin may receive privileges or advantages over those with darker skin tones, or contrarily they may be ostracized and made to feel less worthy of being a part of the Black community.
The issue of colourism continues to be a problem among Black communities because it negatively affects the way people of colour view themselves and other people of colour. Individuals must be able to make up their own mind about their own identity. Otherwise, this undue pressure can lead to feelings of exclusion, guilt or internal conflict, as they may feel disconnected from either their Black or white heritage.
Colourism in Popular Culture — Drake and Colourism Criticism
Popular culture is perhaps one of the biggest factors behind shaping societal perceptions of beauty, and reinforcing colourism. The media and Hollywood have often come under scrutiny for implied and sometimes outright colourism, especially when it comes to Black women. These negative associations have long-term effects on Black people, Black couples, Black families and how they relate with each other. This calls for deep dialogue around issues such as misogynoir and the emasculation of Black men.
The music industry and mainstream media tycoons are complicit in promoting division in the Black community by fanning the flames of racist storylines. With the goal of selling records and filling concert halls, they promote controversy and attention-grabbing headlines to heat up the charts and line their pockets. The recent Kendrick vs Drake beef is the perfect example of a rap battle that has moved beyond the typical diss tracks and reignited topics like skin tone critiques, and being culture vultures. All of which incites more division in the Black community; one that is already rife with poor education, heightened mental health issues and state sponsored violence.
According to many hip-hop fans, the back-and-forth has raised questions about the right level of “Blackness” required to be a rap artist. Kendrick raises questions about Drake’s Black identity rather than his music, and this may point to the general idea that Canadians are not "Black enough" and hip-hop is exclusively created for and by Black Americans.
In “Euphoria,” Kendrick implies that Drake’s collaborations with Black artists stem from his alleged identity issues. Kendrick raps, “How many more Black features ‘til you finally feel that you’re Black enough?” Other artists who have partnered with Drake in the past have also joined the discussion, and Rick Ross has also hurled insults at Drake, calling him a “white boy.”
Deconstructing Labels: Race, Perception, and Society
Colourism, fuelled by these labels, can lead to systemic injustices where people of colour with darker skin face greater obstacles and prejudice even when they’re just as qualified or talented, and lighter-skin black folks have identity crises not feeling accepted by any group. Internalizing these labels can lead to feelings of inadequacy or imposter syndrome, particularly if you feel that you don’t align with societal standards of beauty or acceptability.
It is important to recognize the diversity within racial and ethnic communities since people come from various backgrounds with unique experiences and identities. Because Black is NOT a monolith and our community and all its shades deserves better.
Join the conversation around colourism and get the tools to show up for the people you care about. The more you know and understand about the multicultural communities you're a part of, the better ally, colleague and friend you will become. Download our free COBA (Code of a Black Ally) guide now.