Well, it increased rapidly.
Last Friday, Apollo Crews started the ring Consider to explain his attack on Big E last week. He was adorned in some snazzy new equipment, and explained that the colors represent his heritage. Crews have adopted its royal Nigerian roots. The “true African-American” would conquer E and take the Intercontinental title.
It was a very strong promotion, and for the first time in his WWE career, Apollo gave a real character as ‘happy to be here, which is good to wrestle’.
As they usually do not Consider Last night (March 5), WWE grabbed the controller and turned the volume on Crews’ new ploy.
The real African-American came to the ring with a spear and was flanked by two men in camouflage who he would present as his ‘Nigerian elite guard’. Unlike the week before when Crews only spoke in an accent when he imitated his grandfather, Apollo’s entire promo was delivered that way this time.
That’s a lot to take in.
It definitely got a reaction from what WWE likes to call its universe. Or, I think I should say answers. Because online feedback ranges from allegations of racism, excitement to representation, jokes about Vince McMahon finally seeing Black panther, and everywhere in between.
The debate is also intense. Unlike arguing about whether The Fiend is a good or bad gimmick, talking about Crews involves issues we struggle with in all areas of our society. In particular race, and who can or should declare something offensive.
If you find Apollo’s presentation disturbing, are you upset when Drew McIntyre wears a kilt? How is Crews’ accent different from when Lana channeled her Russian heritage in the same way?
I do not know what the answer to these questions is, and I think my own answers will depend on how the character is used going forward. I would say that WWE will not benefit from my doubts for very long. This is both because of their history with black artists and through the “Evil Foreigner” tick, and because of the lack of subtlety with which they rolled out the new Apollo.
It would be great to see someone talk about their experience as Americans who are not a villain (just on the current list, and Crews joins Mustafa Ali as hack characters with this motivation). But maybe someone who does not act like a warlord, or ‘rebellious’ would not get this kind of reaction? Does it matter if Crews or Ali are told they have to play a bad guy to get revenge because they are discriminated against to get a storyline?
Apollo Crews are on our screens and get the chance to bulge new performance muscles. He will continue an entertaining feud with Big E, and an interesting side story with Paul Heyman (Roman Reigns’ special board once again praised Apollo for the contemporary Talking Smack). Some fans are excited to see their culture on WWE television for the first time.
These are all good things. We’ll see where it comes from. And everyone will have to decide for themselves how he feels about it.
For WWE, they tried to get people talking. At least for the past 24 hours, they have succeeded.