Last week, MSNBC launched its rebranding effort to MSNOW, after Comcast decided to protect the NBC News brand while it has any value left. The newly independent channel released a promotional 60-second spot highlighting its on-air anchors and their commitment to civil rights and Muh Democracy, while stirring-yet-generic music plays underneath:
Why the generic musical accompaniment? The licensing for Procul Harem’s A Whiter Shade of Pale probably cost too much. The Washington Free Beacon took note of the casting of this commercial in comparison to the casting of its anchor positions, and … well …
A slick new civil rights-themed video promoting MSNBC’s forced name change to “MS NOW” features paid black actors playing ordinary Americans, intercut with pensive shots of MSNBC’s white primetime stars. The promotional spot, narrated by Rachel Maddow reading the Constitution, appears to be a ham-handed effort by MSNBC’s new parent company, Versant, to cater to MSNBC’s large black audience—the largest in cable news—when its primetime and morning anchor lineup is overwhelmingly white.
The ad is part of what the New York Times reports is a $20 million marketing campaign to create brand awareness for MS NOW. It uses archival protest footage, video of Martin Luther King Jr., and Maddow’s patriotic narration to portray MS NOW as a beacon of racial and social justice. It also extensively uses black actors without identifying them as paid performers, a Washington Free Beacon review found. The actors, Alex Mason, Shekaya Sky McCarthy, and Marcel Noel, stare off into the distance as Maddow speaks of forming “a more perfect union.” Mason is shown by himself, while McCarthy is pictured next to a black child, and Noel plays a coffee-drinking patron at a diner.
First off, let’s make one thing clear. This is not intended as a criticism of the actors involved. I seldom begrudge a working actor his/her paycheck, especially at this level. Can we rip Leonardo DiCaprio, Meryl Streep, George Clooney, and other A-listers for their projects? Absolutely; they have the money and power to make those choices. The actors in this ad are likely working hard to put food on their tables, and this is legitimate work — for them.
As for the still-weirdly-named MSNOW, however, this looks like an ad for The AWFL Channel. Want to help MLK’s legacy for civil rights? Support the network of white affluent liberal hosts, who will explain what it means! This would be less egregious if the channel hadn’t recently cut loose Joy-Ann Reid and Jonathan Capehart from their previous hosting gigs, along with Katie Phang and Ayman Mohyeldin. While the channel had good reason to cancel those shows, the progressive community smelled something fishy about the emerging pattern, especially regarding Reid and other departures:
MSNBC has parted ways with Joy Reid, marking the departure of another prominent Black woman from the network. Reid joins Rashida Jones, the first Black woman to head a major cable news network, along with Melissa Harris-Perry and Tiffany Cross. All four women brought critical, unapologetic perspectives on race, politics, and power—voices that many believe are being systematically eliminated.
Bobby Henry, chairman of the National Newspaper Publishers Association (NNPA), called Reid’s removal unacceptable and urged immediate action.
“As Chairman of the National Newspaper Publishers Association (NNPA), I stand in unwavering solidarity with Joy Reid and the impactful legacy of The ReidOut,” Henry said. “Joy’s voice has been a beacon of truth, justice, and empowerment for our community, and now is the time for us to show up for her. I urge you to join us—together, we will lift our voices, strategize, and continue to support those who champion our stories. Our collective strength is our greatest asset—let’s stand united for Joy and for the future of Black journalism. The Black Press of America and Black-owned media is needed now just as we were almost 200 years ago.”
Reid’s departure has drawn immediate criticism from viewers, journalists, and activists. Kevin Simmons, a supporter of The ReidOut, wrote on X, formerly known as Twitter, “The racists are rejoicing” after MSNBC announced the show’s cancellation. “The ReidOut had a great run. Joy will be okay. Crazy this announcement comes after she just won two NAACP awards last night.”
Perhaps that’s why MSNOW had to hire actors of color. They didn’t have any show hosts left to react warmly to the eggshell anchors they’re trying to sell as the heirs of the civil-rights movement.
At least the end card in the original ad seems accurate. It’s the same channel as always, with a new name, but with the same paternalistic mission as before. And hey, at least they are willing to pay people of color for temp jobs. Hooray for DEI, or something.
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