His name could be Barak Hussein Hitler Stalin Pol Pot Obama and he would still get the majority of the black vote. Color trumps names any day of the week as far as some people go. The far left "anyone but Bush" crowd (even though he's not running) don't really give a damn whose on the Democratic ticket, otherwise Richardson seemed to have the best qualifications.
I personally don't think it matters much, but he should be proud about his name. He seems proud of his upbringing. His father left him at an early age, yet he seems to identify with the black community more (than may be politically motivated, don't know). I don't hear much about his white mother or family that raised him. I imagine it's a fine line personally. To the voters, sure it's cool to be with the rock star, but remember there are usually a lot of smashed, vomit encrusted hotel rooms after it's all over. You get what you asked for.