This is no time for amnesia. It wasn’t long ago when the almighty power bases of American sports — the NFL and its broadcast partnerships — were burned out on Colin Kaepernick and his racial injustice movement. The sentiment was sweeping that sideline protests had run their course, that network cameras would avoid showing athletes in the act of kneeling. The evil seeds were planted, of course, by You Know Who, in an Alabama speech urging teams how to proceed if a player took a knee.
“Get that son of a bitch off the field right now. He’s fired. He’s fired,’’ said President Donald Trump, adding, “I guarantee things will stop’’ if fans immediately got up and left the stadium.
Before you knew it, by incremental design, the demonstrations were a non-story. Roger Goodell, working for billionaire owners, distanced himself from Kaepernick by embracing another league activist, Malcolm Jenkins, then enlisting rapper Jay-Z as his cultural minister and crisis fixer. The exit strategy was insensitive and awkward, as are many flashpoints of Goodell’s commissionership, but eventually, the spectacle of football and pressures of television money overwhelmed the protests, appeasing white-influenced advertisers who’d watched nervously. As for other top leagues, there were no such tensions; NBA players and commissioner Adam Silver have been in powerful lockstep about race since the 2014 Donald Sterling debacle, and Major League Baseball is disturbingly indifferent amid a grim racial imbalance, with African-American players comprising less than eight percent of Opening Day rosters last season.
Call it corporate suppression. Call it white supremacy. Certainly, call it a case of the football establishment getting what it wanted and quieting the angst of black America yet again.
But now, in all its grotesque horror, we have the cold-blooded murder of George Floyd, the latest victim of police brutality in our twisted, hatred-gutted republic. Coming as it did after the killings of Ahmaud Arbery and Breonna Taylor, a truth has become self-evident: This time, sports cannot be allowed to strategically tip-toe out of inconvenience because a bunch of rich white men are uncomfortable in boardrooms. Like it or not, the NFL and all other institutions, professional to college to high school, must obey their social responsibilities and let athletes take a knee as they please. If and when live games resume, those who wish to kneel in protest of racial inequality should be permitted to do so without resistance for as long as they damn well please — years, if necessary.
The networks must air it. The commissioners and owners must honor it. The advertisers must deal with it. The fans must respect it. And Trump must put a sock in it — or, better, move aside and let someone else try to lead America through its violence-and-pandemic turbulence without daily provocation and cartoonish responses.
Otherwise, another atrocity awaits, another tragedy as unspeakable as a racist cop pressing his knee against the neck of an unarmed black man for eight minutes and 46 seconds.
What we’ve learned from the Floyd images, and the outbreaks of civil unrest, is that racial activism cannot afford to be intermittent. No one can shut up and dribble. Protests must be relentless, if also peaceful, so the world isn’t allowed to forget Minneapolis and slip into old, sick habits that enable killer cops such as Derek Chauvin. Black athletes have been vocal for generations — Muhammad Ali, John Carlos and Tommie Smith, Jim Brown, LeBron James — but their robust voices ultimately fade amid the inevitable disruption of another racist act. That’s why the composed but persistent visual of Kaepernick, in a period when NBA players routinely wore “I Can’t Breathe’’ shirts in memory of Eric Garner, harbored hope for a long-term sea change.
“Ultimately, it’s to bring awareness and make people realize what’s going on this country,’’ Kaepernick said of his mission. “There’s people being murdered unjustly and people not being held accountable.’’
Alas, the kneeling campaign sputtered and stopped. And here we are, right back where we started, outraged about another man who couldn’t breathe. Kaepernick no longer is playing in the NFL, but Trump is still the president, shaken enough by violent protests near the White House to lash out on Twitter and escape to his underground bunker, yet striking the pose of a strongman in threatening to summon the U.S. military. All Kaepernick ever did was peacefully kneel by the San Francisco 49ers bench until the national anthem ended. Trump, by comparison, is a self-caricature in free fall, using the Bible as a prop in a surreal photo-op outside a fire-damaged Washington church … but only after police swept away protesters with gas, rubber bullets and flash bang grenades. When calm and equilibrium are the urgently needed presidential tones, Trump is hapless to summon anything but bluster.
“I am your President of law and order,’’ he declared, vowing to rid the nation of “professional anarchists, violent mobs … arsonists, looters, criminals, rider rioters, Antifa and others.’’
And as long as he’s in office, Trump will oppose what’s next in sports: Athletes again wanting to kneel, scribble messages on their shoes and uniforms and demonstrate on game days. He will resurrect his “son of a bitch’’ speech. He will contact Goodell and influential NFL friends, such as New England Patriots owner Robert Kraft. Trump will denounce athletes as unworthy of jobs and appeal to Americans to turn against them. This time, the NFL and the networks cannot budge.
Let them kneel. Let them speak.
Take a lead from Europe — hella Europe — where Premier League players can protest Floyd’s death without fear of reprimand. This is in contrast to Germany’s soccer chiefs, who investigated three Bundesliga players for displaying messages supporting Floyd. “A common sense approach,’’ said the Football Association, England’s governing soccer body. “The power of football can break down barriers across communities, and we remain deeply committed to removing all forms of discrimination from across the game we all love.”
It has been inspiring to watch athletes and entertainers speak out in recent days, including Michael Jordan, Tiger Woods and Derek Jeter, all averse to enter past racial frays. Said Jordan, memorably: “I am deeply saddened, truly pained and plain angry. I see and feel everyone’s pain. I stand with those who are calling out the ingrained racism and violence toward people of color in our country. We have had enough.’’ In particular, young athletes such as Jaylen Brown and Malcolm Brogdon are rising up to lead peaceful protests. Among the words resonating most instructively are those of Gregg Popovich, a 71-year-old white male and military veteran who has evolved into an outspoken crusader against racism. Sometimes, his anti-Trump rants are out of place at, say, a pre-game media briefing, costing San Antonio Spurs fans the joy of a refreshing hoops conversation. But this is the real time and place to vent, as a thoughtful American, and in a conversation with The Nation site, the U.S. Olympic men’s basketball coach struck a chord that must resonate.
“The thing that strikes me is that we all see this police violence and racism, and we’ve seen it all before, but nothing changes,’’ Popovich said. “That’s why these protests have been so explosive. But without leadership and an understanding of what the problem is, there will never be change. And white Americans have avoided reckoning with this problem forever, because it’s been our privilege to be able to avoid it. That also has to change.”
But will it change? Ever? All the education and demonstration in the world can’t stop a rogue racist from becoming the next Derek Chauvin. Kareem Abdul-Jabbar thought he had seen the abyss 28 years ago in Los Angeles, when an unarmed black man named Rodney King was savgely beaten by police officers who would be acquitted, prompting riots that feed the city’s anxieties today. “Think about this: nothing has changed since what was supposed to be a routine traffic stop of Rodney King,’’ said Abdul-Jabbar, the NBA great, author and social observer. “That was 30 years ago. And still nothing has changed. White cops still can act with impunity and kill people that they feel like they want to kill. It’s got to stop someplace.’’
Tell Bob Kroll. He’s the Minneapolis police union president who thinks Floyd’s 2009 conviction, for assault and robbery, begins to justify death-by-asphyxia. “What is not being told is the violent criminal history of George Floyd,’’ Kroll said in a letter to members. “The media will not air this.’’ Has he considered that the media, like most human beings, are consumed by viral visuals of Floyd. We see him telling witnesses, “They’re going to kill me, man,’’ which is exactly what happened as he became unresponsive, though Chauvin kept his knee on his neck for another two minutes and 53 seconds.
For reasonable people, it never was a question of whether Kaepernick was right or wrong in sideline protests that started four years ago. It was whether he ultimately would disrupt racism and force a American social metamorphosis. Obviously, he did not, and the recent string of killings give oxygen to theories that Kaepernick has been blackballed by the NFL. After Goodell released a statement, saying “the NFL family is greatly saddened by the tragic events across our country” and that “protesters’ reactions to these incidents reflect the pain, anger and frustration that so many of us feel,’’ the commissioner was mocked on social media by everyone from director Ava DuVernay to Houston Texans receiver Kenny Stills.
“Save the bull(bleep),’’ said Stills, one of the few players still kneeling on sidelines last season.
“Your statement said nothing,’’ Minnesota Vikings linebackers Eric Kendricks and Anthony Barr said in identical tweets. “Your league is built on black athletes. Vague answers do nothing. Let the players know what you’re ACTUALLY doing. And we know what silence means.’’
No doubt the league would benefit substantially, in the optics of social awareness and the interest of calming players, if a franchise swooped in now and signed Kaepernick. This was suggested by former Clinton White House press secretary Joe Lockhart, the NFL’s primary spokesperson when the kneeling protests took hold in 2017. He is urging the Vikings to make an offer — the team that plays in a stadium not far from the Floyd death scene. Lockhart claims Goodell had no agenda, saying, “Kaepernick was not blocked because the league wanted to punish him for setting off the protests.’’ Rather, Lockhart says franchises ignored the league’s “prodding and pushing’’ to sign him, adding that teams “thought he was bad for business’’ and “an executive from a team that considered signing Kaepernick told me the team projected losing 20 percent of season ticket holders if they did.”
Is Kaepernick still too hot to handle? Of course, he is, now more than ever. Given the magnitude and breadth of violence nationwide, his arrival in any city would be akin to a tsunami as people try to stay safe from the unrest, ward off COVID-19 and deal with rampant unemployment. Consider two key points: (1) The NFL season is in limbo because of the pandemic; and (2) Kaepernick has not been a difference-making quarterback since 2013 and at times has been a bad quarterback, such as when I covered him in San Francisco. He hasn’t played an NFL down in almost four years, and when the league arranged for a mass tryout last fall, he complained, moved the workout site and pissed everyone off. So, stop the politicking, Joe, and let Kaepernick get back to work on America’s social conscience.
Besides, his cultural influence remains dynamic. In West Hollywood, an LAPD officer made an offer to protesters: If they were peaceful, he would take a knee. They complied. So he dropped into the Kaepernick stance.
And the protesters took a knee with him.
Don’t stop kneeling. Don’t stop believing.
OutKick 360 Isn’t Just Talking To The South Anymore
“We came in with an understanding of Nashville, North Alabama, Southern Kentucky, East Tennessee, West Tennessee and then they email us saying, ‘let’s go for everywhere and see how this thing can grow’.”
When Jonathan Hutton, Paul Kuharsky and Chad Withrow announced they were leaving 104.5 The Zone in January of last year, no one doubted where they would end up. The show, formerly known as The Midday 180, was clearly bound for OutKick. After all, the three hosts had been friends with Clay Travis for years.
The only real question was how would it be delivered to the audience? OutKick wouldn’t be the first company to re-launch what was once a radio show on a digital platform. That wasn’t enough for the trio though.
At The Zone, Hutton, Kuharsky, and Withrow had built a loyal following. It showed in the podcast and streaming numbers, something they didn’t think was valued properly, and it showed in the ratings. This show had a future on terrestrial radio. It was just a matter of introducing it to other stations in the geographic footprint that made the most sense.
“The root of the tree for us is Nashville, Tennessee, the southeast, and it kind of spreads from there,” Kuharsky says. “Based on where we did the show for 10 years, where our initial expertise is, where we have the deepest roots and all of that, it just makes sense.”
OutKick isn’t a little mom-and-pop business. Even before FOX bought the site, it had significant backing behind it. It’s not like the crew, now re-branded as OutKick 360, was flying completely solo.
When you are trying to syndicate a sports radio show though, you may as well be on your own if you do not have the backing of ESPN, FOX Sports, or CBS Sports Radio. Hutton said he was going to rely on that regional expertise as the sales pitch. These are guys that know what sports fans in the Southeast want. He was going to make sure Southern programmers knew that.
“On a Monday morning in April, if you wake up, chances are, if you’re listening to the coast to coast radio, they’re leading off with something New York Knicks or Lakers or they’re going to talk Yankees or they’re going to be discussing the New York Giants or whatever it might be,” Hutton pointed out. “But you can talk now, SEC football, coast to coast and people will tune in as well. NFL sells. Ratings prove that. And that’s what we were going to bring. We’re going to play the hits and speak to an audience in the heartland of America that wants to talk football 365!”
Hutton, Kuharsky, and Withrow have adopted a tag line for their show that makes their priority clear: “bringing sports back to sports talk.” Sure, there may be distractions. FOX Sports suits really got a kick out of Kuharsky talking about how much he spends on Christmas decorations for instance. At their hearts though, these three are sports fans.
That is assumed of all sports radio hosts. When you put the OutKick brand on a show though, people make other kinds of assumptions. After all, the site’s founder Clay Travis has made a hard swerve into the political realm and has made it clear that when he sold the site to FOX, his vision was that it could be “a bridge between FOX Sports and FOX News.”
Hutton says he has a simple message for people that approach the show with preconceived notions: just listen first.
“I would hope they would listen to the show and judge us based on the product. We are the sports branch wherever we have been or will go. And, you know, being agenda-free can be what our show is about when it comes to sports. I don’t care what channel you turn on, there is an agenda there. So our goal is to be agenda-free, and to be authentic in what we’re doing instead of laying down a preconceived line of thinking one way or the other.”
It doesn’t mean that the show is nothing but Xs and Os. Withrow admits that sometimes, the conversation may make you uncomfortable, but just because it might go that direction doesn’t mean it is a political statement.
“If we were to come on and say, you know, ‘this race-baiting episode by ESPN is pathetic,’ well, 95% of sports fans feel that way, but 95% of sports media won’t say it. So when we say it, someone’s going to say, ‘Oh, well, they’re just being political, they’re falling in line’ and I don’t see it that way. I see it as no, this is how sports fans who want sports think.”
Withrow continued, “They think it in black and white, not race. They think in wins and losses, and who’s the better quarterback? So stop infesting everything with some political leaning or just whichever way the wind is blowing. To me, that’s what OutKick was founded on, being fearless and saying what you think, regardless, if it’s going to be popular or not. Certainly what Clay has done has gone into the world of politics, but what we’re doing, if you listen to our show, we really don’t get into politics at all.”
When FOX completed its purchase of OutKick, plenty in the industry wondered what it meant for Hutton, Kuharsky and Withrow. Would FOX want to be in the broadcast radio network business?
Not only was the answer yes, but Withrow says one of the first notes the company had for the OutKick 360 hosts was “think bigger”.
“As Hutton said, we started with a very localized plan with radio stations and we told FOX that’s what we’re going to do. They looked at us like, ‘why the hell not Ohio? Why not Joplin, Missouri? Why not everywhere? You guys are thinking too small’. We came in with an understanding of Nashville, North Alabama, Southern Kentucky, East Tennessee, West Tennessee and they’d email us saying, ‘let’s go for everywhere and see how this thing can grow’.”
So there was the growth plan. OutKick 360 was going to live and die with football, the country’s most popular sport, it was going to be agenda-free in how it talked about the storylines on and off the field, and the hosts were going to be authentic in how they presented themselves to the audience.
There was actually one more ingredient that Hutton wanted to stress. The show was going to sound good.
Back when Covid began and radio shows everywhere had to learn to broadcast from home, it stood out to Hutton just how bad everything on his station sounded. The three asked around and got recommendations for what the right microphone to have was. A friend told them it was the Blue Yeti microphone, so they each went out and got one.
Now, OutKick 360 is broadcast from a state of the art studio and the equipment is upgraded from a $75 podcast microphone. In fact, BSM President Jason Barrett paid a visit to the trio’s 6th & Peabody location during a November business trip, and raved about the setup. He said it was private enough to allow the crew to focus on what was needed for the airwaves, yet also accessible for the hosts to interact with fans and host client events on-site.
Withrow says the location has been a hit and the upgraded technology is important, but in a time when even the biggest shows and networks are getting away with terrible audio quality, the real asset is the people dedicated to upholding a particular standard.
“The advantage that we have is David Reed, our producer, who’s great with audio quality and is a stickler for it. Hutton and David Reed came up in the same school with Titans Radio on audio and quality of the broadcast being paramount to everything. He really carries that with this show.”
OutKick 360 is distributed by Skyview Networks. Just because FOX owns their platform doesn’t mean the show can only do business with FOX Sports Radio affiliates. In fact, Hutton says Skyview has helped “take the show to a completely different level and scope.”
“They provide the horsepower for the OutKick 360 engine, and that allows us to bring advertisers and listeners together with our sports brand. We had several partners and stations already on board, and they were thrilled to learn Skyview was handling the daily distribution for us.”
The trio may have a little more muscle behind them now and the bosses may want them thinking bigger, but Kuharsky says they still have the same attitude when it comes to growing their network.
“It’s certainly open to whatever may come our way or wherever we can get our foot in the door.”
Radio stations interested in adding OutKick 360 can learn more by reaching out to Skyview Networks by clicking here.
Is There A Right Answer To The Olympic PR Problem At NBC?
“NBC is in a no win situation right now.”
Some businesses allow you to operate with a moral compass. You can look at people, companies, or situations and do some quick math on what the blowback would be if you are associated with them and steer clear. Sports media, particularly when it comes to live game rights, isn’t one of those businesses.
NBC is in a no win situation right now. They have to get as many eyeballs as possible on the Beijing Olympics. The network is asking advertisers to spend upwards of $600,000 on a thirty second ad and have made promises about the size of the audience that will see those advertisers’ messages.
At the same time, the network is the focus of public scrutiny for even being in China to begin with. That criticism will be amplified if there is no mention of the many human rights violations the Chinese government has been accused of for decades.
What do you do? You don’t want to give people a reason not to watch. At the same time, you don’t want to give critics ammunition to discredit you as a news organization.
This isn’t just an NBC problem by the way. FOX faced similar scrutiny when it carried the 2018 World Cup, which was played in Russia. It will likely face a lot of the same scrutiny this fall when it carries the 2022 World Cup, which is being played in Qatar. That event in particular has been the subject of some truly horrific stories about the way the people building the new stadiums have been treated.
So what is the path forward? Fans always do some moral calculus when it comes to the ugly side of sports. How much are we willing to tolerate the exploitation of unpaid college athletes? At what point can we no longer tolerate the NFL looking the other way on head injuries?
International sports is a conundrum all its own because you are dealing with laws and customs that may not jive with our culture. Add truly deplorable organizations like FIFA and the International Olympic Committee to the mix and NBC, FOX, and other networks don’t have time for moral calculus. They are checking any concept of right and wrong at the door.
NBC dropped $7.75 billion in 2014 on broadcast rights to every Olympics, both summer and winter, until 2032. The financial terms between FOX and FIFA remain a mystery, but the network will carry both the men’s and women’s World Cup through 2026. The price tag may be very similar to what NBC paid the IOC.
Organizations like FIFA and the IOC want that big pay day. That is why long-term deals are negotiated. Between contractual obligations and the need to turn a profit on a huge investment, networks’ hands are tied.
Given all of the backlash, whether it is because the games are in China, skepticism over how necessary it is we do this in a pandemic (remember, NBC isn’t even sending live broadcast teams to the games), or just a general sense of fatigue given this once-every-two-years event just happened eight months go, NBC might like the option to tag out of the 2022 games. And honestly, who could blame the network for feeling that way?
But NBC and the IOC have a deal. FIFA and FOX have a deal. These American networks are pinned in a corner by having to lock in a significant financial commitment to an organization that has no qualms about doing business with international bad actors.
Truthfully, I don’t know what the right answer is for these networks. It is easy to say “Well, China is bad and Russia is bad and Qatar is bad, so don’t do business with FIFA or the IOC as long as they keep going to those places.”
Reality dictates that isn’t going to be the path NBC, FOX, or any other network takes going forward. These multi-week sporting events provide a lot of inventory and bring with them the chance to rack up huge ad buys.
Events like the World Cup and the Olympics also are more than just sporting events to these networks. They are a chance to generate content for news divisions and a free commercial for their upcoming slate of shows. There is a reason networks see the billions of dollars of value in them that they do.
No one wants to take a PR black eye. Right now, for the most part, at least as far as the American public is concerned, those have been reserved for the governing bodies.
How long does that remain true?
NBC is a major partner of the Olympics that brings a lot of attention and revenue to the table. Forget objectionable host countries. What happens in 2028 when the Games are in LA and then suddenly NBC is the face of silencing Americans raising legitimate concerns about what hosting the Olympics can do to a city?
At some point, every company and private citizen has to do moral calculus. The scariest part for these networks is dealing with broadcast partners like the IOC and FIFA requires having to give an answer before all variables can be revealed to you.
Not every big score requires that kind of risk, but not many events offer what the Olympics and World Cup do. Any network that wants to do business with the IOC and FIFA has to decide if it is willing to swim in the swamp with gators. That usually comes with a few bites.
The moral calculus is pretty simple. How many bites can you take from a gator before the ad buys start to take a hit?
Don’t Let Good Content Disappear, Never To Be Heard Again
There were so many times I’d be frustrated that a good piece of content would be allowed to simply vanish into thin air.
Good content comes out of the speaker daily from the many talented hosts that work in our industry. Unfortunately, the life span of this content is far too short. It happens and then disappears into the ether.
When something good happens on a show, you need to do more than turn it into a promo. You need to repurpose it.
If you work on the content side of the building, here are some key things I feel you should keep in mind to help give your material more staying power.
SOMETHING GOOD HAPPENS EVERY DAY, TELL PEOPLE ABOUT IT
When I was working as a content director, there were so many times I’d be frustrated that a good piece of content would be allowed to simply vanish into thin air, never to be heard or referenced ever again.
When a host or guest says something that stands out, blast it to EVERY social media channel that you’re on. Do this consistently, not just on the days following a big story. Get everyone in the habit of believing and understanding that good content is put out there EVERY show and they need to keep their ears open for it.
Don’t use audio clips; remember that social media is a VISUAL experience. If you’re videocasting your shows (and you should), put the video up online. If you’re not, create a cool-looking graphic with the quote (or quotes) of what was said. Create a template for every show, so it’s “plug and play” for producers to upload before they leave for the day.
You’ll be surprised how often you can go viral.
MAKE YOUR CONTENT SNACKABLE
People consume content in small portions. No one has the time or the attention span to listen to an entire show or even an entire segment. Yet we deliver content to them in a primarily longform way.
The solution? Make your content snackable.
Take a page out of what every professional sports league does. They realize that few people actually sit and watch an entire game. So they make a point to run well-produced highlight compilations and even condensed games, and upload them to all of their digital platforms.
Radio stations should do the same.
For on-demand consumption, don’t just load your show audio hour-by-hour. Make sure you’re uploading what you felt were the best parts of the program.
Take it a step further and do the same for ALL of your shows. Create a daily “greatest hits” compilation that consists of the best moments from each show, every day. This can not only be loaded onto apps and digital channels, but can also reside comfortably in the smart speaker space. Imagine a consumer coming home from work after a long day and simply saying “Alexa, play today’s greatest hits from 101 The Fan!” They’d get a highlight real of all the good things that they missed.
Naturally, these can be sponsored, which is certainly another plus and always justifies the extra work that goes into making this happen.
OFFER IT AS MATERIAL FOR OTHER SHOWS
I’ve said this before, some of the best content that I’ve heard was hosts talking about what other hosts said on their shows.
It doesn’t happen often enough, and the biggest reason continues to be one of the biggest stumbling blocks for virtually every industry: lack of communication.
Every show should have a written recap of what was discussed and when it was discussed, and that should be sent out to everyone who has a hand in content. (Hosts, producers, board ops, production staff, marketing, etc.)
Go the extra mile and have the actual audio of the good content sent out to the other shows so they don’t have to hunt for it on their own. This was something, even during my days managing stations, I would do on the regular. If I heard something great on the morning show, I would find the audio and send a clip of it to the midday and afternoon shows. Even if they didn’t use it, it would get hosts and producers in the habit of paying attention to what was said on our other programs.
If you have a sister spoken-word station in your cluster, get in the habit of sharing material with them when and where it fits.
Sometimes, the back-and-forth that can go on between shows ends up being legendary. It’s an opportunity you don’t want to waste.
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