I don’t know who to blame. Is it social media? Is it Darren Rovel? We’re at a point in American history/culture where even average Joes know and understand the term “brand image” and recognize marketing opportunities.
Business is so predominantly the business of America these days that sometimes we need to be told to knock it off.
So, that is what I am here to do today. The death of George Floyd and the subsequent national outcry regarding police brutality and racial injustice has been understandable, but the rush to use it as a marketing position has been kinda gross.
There are some examples I know you can think of right away. The Washington Redskins put out a statement condemning racism. Go ahead and let that sink in. Instagram influencers have rushed out to get photos of themselves pretending to help rebuild cities or marching with protestors.
Perhaps the most egregious one of all involved Floyd’s death directly. The mural painted in his honor has been the site of a number of news outlets’ live broadcasts for memorial services and coverage of protests and riots. One Minneapolis radio station decided to take advantage of that.
Radio is a branding business, but sometimes we need to remind ourselves that not everything is a branding opportunity. Someone at KMOJ saw that mural on Fox News or CNN or MSNBC and realized how much content was being produced from that spot. Their first thought was “we should take advantage of this.”
Now look, I have never been to Minneapolis in my life. If I were to tell you that this is enough to get me to never to listen to KMOJ again, that would be as big of a lie as all of you pretending to be upset that HBO Max pulled Gone With the Wind off its platform. You weren’t going to watch that long, boring ass movie just like I was never going to listen to KMOJ.
What it does do though is make KMOJ look really bad. It makes the station look tone deaf and out of touch with the significance of George Floyd’s death and every march and protest that has come after it.
I went to KMOJ’s website. Maybe there is something I am missing.
There’s no mention of George Floyd. There’s no tribute graphic. When the page first pops up in my browser, I don’t even see an acknowledgement of what is happening in Minneapolis right now. Sure, if I scroll down there is a news feed with up to date info on protests and the fallout within the Minneapolis Police Department, but that is kind of buried.
Say it with me, America. Not everything is a branding opportunity!
Businesses and celebrities using their visibility to make an actual difference is a very good thing. The response Emmanuel Acho has received to his Uncomfortable Conversations With a Black Man series is proof of that. The Jordan Brand’s $10 million donation to social justice causes is going to go a long way in funding meaningful work and advocacy.
A radio station hanging a banner near a mural of a man killed by a racist cop on the day of his memorial? A football team named for a racial slur used against Native Americans issuing a statement condemning racism? A hot chick posing with a drill in her hand as if she is repairing buildings damaged by looters just to get some clout on Insta?
That shit is gross.
Jemele Hill was recently a guest on The Ringer’s podcast The Press Box. When asked about ESPN allowing their talent to talk openly about their feelings and experiences with racism in the wake of George Floyd’s death, she didn’t offer the network any praise, saying instead “I don’t judge you by what you do when it’s convenient.”
Right now, there are so many convenient opportunities to tie your brand to a message about inclusion and standing up against racism. Those are good things, but viewing this moment as a branding opportunity and those values as important buzz words to include in your imaging is no better than showing up to a protest march just to get your picture taken.
Demetri Ravanos is a columnist and features writer for Barrett Media. He is also the creator of The Sports Podcast Festival, and a previous host on the Chewing Clock and Media Noise podcasts. He occasionally fills in on stations across the Carolinas in addition to hosting Panthers and College Football podcasts. His radio resume includes stops at WAVH and WZEW in Mobile, AL, WBPT in Birmingham, AL and WBBB, WPTK and WDNC in Raleigh, NC.
You can find him on Twitter @DemetriRavanos or reach him by email at DemetriTheGreek@gmail.com.
