Yet among critics (predominantly white), skepticism and suspicion only grew. "He will not swiftly be forgiven for having turned so many tables," predicted James Baldwin in 1985, "for he damn sure grabbed the brass ring, and the man who broke the bank at Monte Carlo has nothing on Michael."
Baldwin proved prophetic. In addition to a flood of ridicule regarding his intelligence, race, sexuality, appearance, and behavior, even his success and ambition were used by critics as evidence that he lacked artistic seriousness. Reviews frequently described his work as "calculating," "slick," and "shallow." Establishment rock critics such as Dave Marsh and Greil Marcus notoriously dismissed Jackson as the first major popular music phenomenon whose impact was more commercial than cultural. Elvis Presley, the Beatles, and Bruce Springsteen, they claimed, challenged and re-shaped society. Jackson simply sold records and entertained.
It shouldn't be much of a strain to hear the racial undertones in such an assertion. Historically, this dismissal of black artists (and black styles) as somehow lacking substance, depth and import is as old as America. It was the lie that constituted minstrelsy. It was a common criticism of spirituals (in relation to traditional hymns), of jazz in the '20s and '30s, of R&B in the '50s and '60s, of funk and disco in the '70s, and of hip-hop in the '80s and '90s (and still today). The cultural gatekeepers not only failed to initially recognize the legitimacy of these new musical styles and forms, they also tended to overlook or reduce the achievements of the African-American men and women who pioneered them. The King of Jazz, for white critics, wasn't Louis Armstrong, it was Paul Whiteman; the King of Swing wasn't Duke Ellington, it was Benny Goodman; the King of Rock wasn't Chuck Berry or Little Richard, it was Elvis Presley.
Given this history of white coronation, it is worth considering why the media took such issue with referring to Michael Jackson as the King of Pop. Certainly his achievements merited such a title. Yet up until his death in 2009, many journalists insisted on referring to him as the "self-proclaimed King of Pop." Indeed, in 2003, Rolling Stone went so far as to ridiculously re-assign the title to Justin Timberlake. (To keep with the historical pattern, just last year the magazine devised a formula that coronated Eminem--over Run DMC, Public Enemy, Tupac, Jay-Z, or Kanye West--as the King of Hip Hop).
Jackson was well-aware of this history and consistently pushed against it. In 1979, Rolling Stone passed on a cover story about the singer, saying that it didn't feel Jackson merited front cover status. "I've been told over and over again that black people on the covers of magazines don't sell copies," an exasperated Jackson told confidantes. "Just wait. Some day those magazines will come begging for an interview."