By Renee Johnston
“The Vernon Philosophy of Black Media Avoidance calls for an immaterial boycott of commercial pop cultural products as any seemingly redeemable content either isn’t really or exists only to further confuse, weaken or diminish the capacity for critical, radical and countervailing thought.”
- Dr. Jared A. Ball (iMixWhatiLike)
https://imixwhatilike.org/2018/12/18/vernon-philosophy/
Multiple news outlets and social media creators have been praising Kendrick Lamar for his “televised revolution” halftime show. Unfortunately, it seems none have a basic understanding of what the term “revolution” actually means. To start, revolution can be defined in multiple ways. For the purpose of this article, the focus will be these two: 1. An overthrow or repudiation and the thorough replacement of an established government or political system by the people governed. 2. A radical and pervasive change in society and the social structure, especially one made suddenly and often accompanied by violence. Dictionary.com
A SuperBowl halftime show, which solely exists to support most things a true revolution would seek to overthrow, is actually antithetical to revolution.
The SuperBowl, which collects $8 Million for each 30-second ad, is an event during which extreme wealth is created and sustained via the physical actions of workers, both on the field and in the arena - in addition to the money spent by the tens of thousands of people who attend the game. The halftime show is a major factor in securing a portion of the ad revenue, and the selected performer plays a crucial role.
Therefore, the allowance of Kendrick Lamar to perform within itself, makes both Lamar and his performance a cog within the system a true revolution would be attempting to destroy. Lamar, whose net worth of $140 Million includes multiple multimillion dollar properties, signed a multi-year deal in 2019 with BMI. Thus, Lamar, like all Black people who are able to capitalize on their talents, do so via funding provided by white bosses. Side note, as the deal was announced last September, before the presidential election, it is unlikely Trump played any role in the performance planning.
Those points are important to remember, because in order to get the part in this project, Lamar must be willing and able to ensure they play their role. After all, performers are not paid in cash, but in exposure, by the NFL for both the pre and halftime shows. Bearing this in mind, what is more logical? Kendrick Lamar made sure his performance would allow for a debate about if it was an act of revolution, or that Lamar was actually seeking to spark a revolution which would have the likely result of the end of every entity which allows him to count his “Parmesan where my accountant lives.”
The many symbols
It is to Lamar’s creative team’s credit that he put on a show full of pageantry with enough symbolic confusion that people would be forced to engage in this nonsensical debate. Was the flag created by his dancers clad in red, white and blue split to show the divide in this country? Or was it just a creative choice, utilizing a symbol viewers are hit over and over with as part of the “American” nationalism built into every sport played in this country? Either way, if one is calling for revolution, it certainly would not be via a symbol that represents the thing being overthrown.
Lamar stood in the center of this people-made flag reminding everyone of the wealth he has built in an industry which is oppressive and abusive to Black people in general. One should consider the messenger capable of the level of individualism required to actively participate in the exploitation of the music industry. Perhaps, rather than presenting a thought provoking political message, Lamar is actually serving as a central thread, holding the flag and the exploitative systems of this country together.
Another notable symbol is Uncle Sam, played by Samuel L. Jackson, who’s role appears to be to remind Lamar of his place. Jackson asks Lamar, “Do you really know how to play the game?” It is an interesting question, given Lamar is a living representation of all that Black capitalism, funded by white capital can be. He absolutely knows how to play the game, as does Jackson, who has consistently advocated Black people remain aligned with the Democratic Party, no matter the decades of their failure to provide any policy that positively impacts the material conditions of the wider Black community.
Some other words
Beyond the visual overstimulation of the performance, Lamar was also sure to throw out some other words between his almost indiscernible lyrics. Including, “The revolution is about to be televised. You picked the right time but the wrong guy.” Creators exuberantly speak on these phrases as if this bastardization of the song title by the late, great, Gil Scott-Heron actually calls for revolution. What revolution is Lamar televising while an activist is being tackled off camera for attempting to call attention to genocide and war? Considering that Lamar is not known as speaking on either of these matters, it seems he is the right guy.
Lamar later states, "40 acres and a mule, this is bigger than the music," and "They tried to rig the game, but you can't fake influence," before performing his Grammy award winning track, They Not Like Us. A song played in support of a genocidal presidential candidate, and a self-proclaimed “top cop.” A song during which the n-word is repeated 17 times for the listening audience. A song written for the sole purpose of extending a “beef” which became a money making expedition for both sides. A song filled with violent and misogynistic language but is being re-imagined as positive because Serena Williams crip-walked during the performance.
For the record, here are some revolutionary words Lamar does not actually say during his performance: racism, economy, housing, immigration, unemployment, infrastructure, cop cities, surveillance, or climate disaster. Surprisingly, despite this oversight, the imaginary revolutionary call to action has already had remarkable results. Lamar’s music sales have increased by over 150%, and the NFL (via Apple) will certainly make major profits off a record breaking halftime show.
So what is the end goal?
Exactly what is happening. Far too many people who believe a revolution was started and televised, and that they can join said revolution by ordering music on Spotify. Not to mention this debate about whether or not Lamar Kendrick is a revolutionary. All with the intended result of not engaging in the needed conversations. As creatives and journalists work to convince people that halftimes shows are the path to our collective freedom they are also failing to speak on all of the things Lamar’s performance also left unsaid.
There can be no conversation on the expansion of the wealth of the few though these events. Nor any focus on the NFLs overt connection to militarism, or their support of the imperialist project. Reminder, the NFL had no issue with Lamar’s “message” but quickly apologized and banned the Palestinian/Sudanese flag bearing protester for life. The NFL was unbothered by police forcing unhoused people into a warehouse to hide them from travelers. And although the NFL will not end its diversity practices, it will end it meager efforts to highlight racism.
While the country continues to descend further into fascism via surveillance and an expanding police state, the NFL (like most organizations who profit from this capitalist system) will continue to present these pop cultural products in order to further confuse, weaken or diminish the capacity for critical, radical and countervailing thought. And their hired help, e.g. Kendrick Lamar, a man comfortable wearing $1.2 Million in diamonds, a custom made varsity jacket and $1,200 bell bottom jeans will not join the revolution - because he is not like them.
Once again, the Vernon Philosophy rings true. Viewers got ambiguous imagery presented by Black capitalism and were comforted by this televised revolution of words, dance and song.
A final note: No. The revolution will not actually be televised. Not on YouTube or Netflix or Amazon Prime. And definitely not during a SuperBowl halftime show.
Renee Johnston is an abolitionist and political education event organizer, as well as former educator and union member. She currently serves as a committee chair for the Green Party of NJ, and as a member of the Black Alliance for Peace. Renee is also a co-host for a weekly show (Saturdays with Renee) on Black Liberation Media (blkliberationmedia.org) and political writer for Public Square Amplified. You can also find many of her musings and rabbit hole research on isyourlifebetter.com.
