Crossover sensation, crossover sound, crossover star, etc, etc. Almost every week there is an article or a news segment on how pop culture from one country is “crossing over” to influence pop culture in another country. But quite frankly we live in an era where the cultural exchange is never-ending and thus the term “crossover” is no longer relevant in our marketing vernacular.

As communicators we need to make a conscious effort to better convey the “cultural fusion” that is taking place all over the world. Globalization and increased multiculturalism is creating a greater inclusiveness, especially when it comes to entertainment. An inclusiveness that we need to start considering in our strategies, initiatives and messaging ... that’s if we want to be relevant to the future multicultural mainstream!

Take a look at some recent examples of cultural fusion:

Colombia’s Shakira Gets Fans Dancing on her U.S. Tour
India’s Aishwarya Rai is a huge sensation in Dubai
Korean Male Celebrities are the Most Popular for Women throughout Asia
Argentine Cable Network Adapts U.S. TV Hit Desperate Housewives
US TV Network Debuts Telenovela Format from Latin America
India’s Bollywood Films Are More Popular in the U.K. Than British-Made Films
Puerto Rico’s Reggeaton Sounds Take Over the U.S., Europe and Japan