Brands don’t matter is a belief I have held for years. Your call letters and positioning statement only have as much value as the people you hire and moments you create. That reality was on full display this past weekend in the two SNL50 specials that aired on NBC.
As far as television goes, very few shows or entertainers have done as much to shape American popular culture in the last half-century as Saturday Night Live. However the celebration of the show’s 50th anniversary was not about an institution, it was about its memorable people and the moments they created.
His name was mentioned from the stage by a number of performers, but no one performer did a long, heartfelt tribute to creator Lorne Michaels. In fact, when his name was mentioned, it was more often as part of a roast than it was a loving homage. The only tribute to the iconic Studio 8H in New York City was done very much with tongue-in-cheek.
The focus of the SNL50 specials was on stars and characters, because they are all that matter to the audience. All of the audiences’ memories are tied up in Eddie Murphy, Phil Hartman, Will Ferrell and Amy Poehler. They remember staying up late to watch Matt Foley and Stefon. They are what the brand is remembered as in the minds of every fan. No one’s greatest memory of the show is a logo or a name.
This is something the media business could stand to learn. I have seen radio stations and television networks make the same mistake time and time again. They bring out retro merch. They start airing old promos and imaging from the early days of the outlet’s existence. They put together special events that are all about the brand’s influence and accomplishments.
“No one person is bigger than the brand.” If you’re a programmer, maybe you’ve said it yourself in an attempt to reign in a talent’s ego. If you’re a talent, maybe you’ve heard it in answer to you asking for more money or resources for your show.
It gets said a lot in our business and it is an absolute lie.
The SNL50 specials seemed to be operating with that understanding. There was no wasting time on the story of how the show came to be. It was stacking up Nick Valentine, Eddie Vedder, and the Culps on night one. For night two it was Eddie Murphy, John Mullaney, and Paul McCartney. Saturday Night Live celebrated itself and its influence by reminding its biggest fans what it does best and by showing everyone what they fell in love with in the first place.
Another brilliant move was the blending of eras. Sure, Bill Murray was there on Sunday night, but he was paired with the current Weekend Update anchors. Mike Myers came back as Linda Richman, but the character was used as part of an episode of Bronx Beat, a sketch that didn’t exist until thirteen years after Myers left the show.
There was never a moment that told any portion of the audience “this isn’t for you.” Legends, today’s a-list stars, iconic characters and the show’s current cast were woven together perfectly. Every time it seemed like one demographic was being catered to, an olive branch was extended to another.
How is a celebration worth having if it alienates your current audience? They come to you to be entertained. The last thing they want is to feel like something they love is ignoring them because another group is more important.
Brands certainly have their place in people’s lives. That is a privilege though, not a right.
If a New Yorker is a die hard WFAN guy and wouldn’t even consider turning the dial, it’s because he connected with someone on the air there. Even if that connection was made with Mike & the Mad Dog in the 80s or 90s, he is not still tuning into WFAN if Boomer & Gio or another current show doesn’t continue to deliver. Loyalty is earned, not owed. People do and should put themselves first when they want to be entertained.
SNL50 understood the assignment of the night. If your brand succeeds by creating fans, then the best way to showcase your success is not with a dictatorial tribute extolling your success and explaining why the world is better with you in it. It’s letting the audience indulge in the things that made them fans in the first place.
The show did not do anyone behind the scenes or in the executive offices a disservice by making the night about Saturday Night Live’s biggest stars. If anything, it was the perfect way to pay tribute to what those people helped to create.
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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.
A lot of junk reviews out there regarding SNL 50, thank you for a piece that accurately captured why the night was so special