Historically, ever since ancient Greeks till modern age, every aspect of blackness was considered as something impure, both socially and emotionally on lower level, while on the other hand, aspects of whiteness were very often emphasized as something pure, intellectually more capable, socially acceptable, superior to every other skin color, and even called the light of the civilization. After the term of race was given the signification of “one of the great divisions of mankind based on physical peculiarities”, the popular culture has also taken the attitude of division between skin color and deciding upon which ethnicity has more capabilities and which deserves to be judged and consider inferior. By the same token, this thesis analyses some of the consequences in the popular culture of that social division, such as double consciousness coined by Du Bois in 1903, and provides examples examining the problematics of the success of one of the most successful and worldly recognized African American singers: Whitney Houston – her music, image, successful marketing, and artificial whiteness. Forthwith, and as the last chapter of this thesis, it is shown and described a broader insight into events and changes surrounding blackness in popular culture from 1990s till 21st century.