All Up In the Videos

Cain Velasquez and Fox were the solution to the UFC’s inevitable problems. The past tense there probably requires some heavy lifting.
Share |

Original image by Justin Moore, altered under a Creative Commons license.

It took Junior dos Santos 64 seconds to claim the UFC heavyweight title from Cain Velasquez on Saturday night. The punch that took it was a well-timed and even more well-placed overhand right that left Velasquez effectively defenseless. MMA is not a sport that easily lends itself to comebacks. Abrupt endings are inevitable when a 240-pound man wants badly enough to make you unconscious.

When the post-fight formalities were over, Fox’s cameras cut to neophyte MMA analyst Curt Menefee, who deferred to his more experienced partner. The difference here being that his partner was UFC President Dana White, who proceeded to show the world—MMA fans, curious first-timers, anyone who happened to catch UFC’s debut on Fox—that he had mastered Eric Cartman’s shitting-out-of-your-mouth technique. White, unlike Cartman, wasn’t satisfied with that incredible repudiation of basic human physiology. No, the UFC’s president had to shit on something. The somethings he chose were his former and current heavyweight champion.

And that’s how a typical display of MMA’s chaotic nature and dos Santos’ signature power were recast as a bad, stupid thing—the natural result of Velasquez fighting foolishly against a one-dimensional foe—which in turn recast a heavyweight title fight as an anti-climactic scuffle pitting an idiot against some non-athlete. At the risk of belaboring things, the person doing this was the president of the UFC, whose job is supposed to be spinning any result into a story that makes the viewers care. I’ve followed the sport for over a decade, and even I was starting to wonder if I should keep caring.

In less time than it took dos Santos to win the heavyweight title, White reached the apex of the mindless white noise he delivered throughout the evening’s nearly 40-minute buildup. With his hand visibly shaking, White yelled himself hoarse, taking Menefee’s even tone as an invitation to turn the dial up to 11. Any viewer unaccustomed to White’s (um) style, had to be wondering why the loud man in the shiny black suit was channeling Howard Beale. Brock Lesnar, who joined Menefee and White on the analyst’s table, came off as a 280-pound meat cube of charm by comparison. This was the same meat cube who once celebrated a win by bashing UFC sponsor Bud Light and declaring carnal intentions with his wife.

This is the alternate reality the UFC occupies as a niche sport supposedly hell-bent on mainstream acceptance. The promotion’s president calls a reporter a “bitch” and her source a “faggot”; UFC color commentator Joe Rogan, who’s probably best-known as the host of rebooted national disgrace Fear Factor, goes even further. Somehow, the guys locked in a cage brutalizing each other are the ones who end up looking sane. Except when they don’t: Former UFC light heavyweight champion Forrest Griffin made a string of rape jokes in the days leading up to the UFC’s debut on Fox, although at least he had the decency to—eventually—offer an unconditional public apology and make a donation to the Las Vegas Rape Crisis Center. This puts Griffin a notch or two above Joe Rogan and Dana White on the grand scale of “Holy shit, how do you still have a job?” Their transgressions are a lot of baggage for a sport angling for mainstream acceptance.


Of course, the UFC was doing pretty well without that elusive mainstream imprimatur. After years of relentlessly strip-mining the white male 18-34 demographic, the UFC posted roughly 10 million pay-per-view buys in 2010. The promotion, which keeps its exact PPV buy numbers private, trumpeted that good news to anyone who would listen and promised more of the same to come.

But the UFC is facing a drop in PPV buys that will end up somewhere in the 25 percent range at year’s end. Injuries to the promotion’s precious few stars and a clusterfucked economy carry some of the blame, but so does a failure to give old fans a good reason—and new fans any reason—to tune in. Years of investing in the UFC as a brand came at the cost of investing in individual fighters capable of taking the promotion’s value to the next level, a fact embodied by its lone pair of reliable PPV stars: Brock Lesnar, whose star power is owed almost entirely to the WWE, and reigning welterweight champion Georges St. Pierre, whose fervent following in his native Canada has been free money for the UFC.

The UFC’s contribution to the fame of their two biggest stars boils down to providing the cage and a camera. Until recently, the promotion’s idea of an effective ad campaign consisted of generic nu-metal played over knockout clips with Mike Goldberg and/or Joe Rogan screaming “OHHHHH!!!” Just as problematic is the promotion’s notoriously combative history with the media. Credential-related dickishness with regard to smaller MMA-focused websites is one thing, but the UFC’s public squabbles with mainstream outlets such as ESPN and CBS Sports contradict its stated desire for mainstream exposure.

Add it all up, and you’ve got a product with a fan base of hardcore lifers, but no avenue to the new sources of income and exposure it needs to sustain its own growth. The seven-year, multi-platform deal with Fox—and a proud Mexican-American heavyweight champion in Velasquez—looked like possible solutions. But while the Fox family of channels is committed to over 2,200 hours of UFC programming in 2012, and Velasquez still offers the promotion’s first real hope of cashing in on the popularity of combat sports with Mexican audiences, Saturday was proof that neither Fox nor Velasquez can fix the UFC’s problems. Not all of them, at least, and certainly not the biggest one. 


“To all you artists out there, who don’t wanna be on a record label where the Executive Producer’s … all up in the videos, all on the records, dancin’ … then come to Death Row!”

When Suge Knight bellowed those famous words in the direction of P. Puff Poppa Swag Daddy at 1995’s Source Awards, he revealed the blunt perception that a sociopathic streak can give. Hip-hop fans were getting tired of Sean Combs being “all up in the videos,” especially given that his talents were limited to producing poppy beats that gummed up the established, rugged East Coast sound. By the turn of the millennium, Combs’ solo career fizzled and his credibility had taken more shots than Club New York. A generation of would-be heads knows him best as the guy who sent a bunch of aspiring rappers on a moonlit walk across the Brooklyn Bridge so they could fetch him a cheesecake from Junior’s.

There is a lesson here for White, if he wants to see it: success isn’t always a pathway to more success. For all of White’s considerable personal and professional faults, he played a vital role in the UFC going from punch line to multi-billion dollar business in less than a decade. If not for him, the UFC may not have survived and the sport of MMA may well have joined it in the same grave. But even before he aimed his Cartman-ian shit-stream at his promotion’s would-be champion, it was clear that White was not the man to lead the way on UFC’s run at the mainstream, at least not in any sort of public capacity.

Lorenzo Fertitta, Chairman/CEO of Zuffa LLC, and by extension, of the UFC, has taken on a more prominent role within the organization, firing rumors of an internal power struggle. The other rumor, this one longer-simmering, concerns the Fertitta brothers looking to sell the UFC as the cost of doing business grows in lockstep with the promotion’s constant push for more exposure.

Whether it’s the men above him on the UFC totem pole looking to cash out or the promotion’s own intrinsic incompatibility with mainstream norms, White’s spot as the face of the UFC and MMA as a whole is already under the microscope. The culture White has made synonymous with the UFC is one that bristles at change and rails against critique, which is not the easiest way to enter—let alone exist comfortably within—the mainstream. This suggests that White’s leg of the run toward major-sport status may be about over.

At the end of his post-fight LOUD NOISES on Saturday, White took a rare beat before saying, with a grin that was now shit-eating, “But what do I know?” White had a lot to do with getting the UFC onto Fox last weekend, and that’s something. His “what do I know?” was rhetorical. But it didn’t feel that way to many UFC fans.

We’re wondering.

Share |


Regular visits listed here are the easiest method to appreciate your energy, which is why why I am going to the website everyday, searching for new, interesting info. Many, thank you!Sam Ivy

I don’t have the time at the moment to fully read your site but I have bookmarked it and also add your RSS feeds. I will be back in a day or two. thanks for a great site.North Park Residences

I was very pleased to find this site.I wanted to thank you for this great read!! I definitely enjoying every little bit of it and I have you bookmarked to check out new stuff you rádió

Looking for a team building company in Singapore? We are the best company for corporate events, team building, and family days.Team Building

I’m excited to uncover this page. I need to to thank you for ones time for this particularly fantastic read !! I definitely really liked every part of it and i also have you saved to fav to look at new information in your site.​Lock Repair

Writing with style and getting good compliments on the article is quite hard, to be honest.But you've done it so calmly and with so cool feeling and you've nailed the job. This article is possessed with style and I am giving good compliment. Best!Click here

Hi there. I really appreciate the points you made. I don't think I've actually thought about it in that way. I can really appreciate how you approached the subject matter and what you said really gave me a new perspective. Thanks for taking the time to write this all out. spy hunter 4 was transferred into a seperate company, 411 Local Search Corp. in 2006. This company has numerous shareholders with the largest shareholder, Yellow Media Inc. at 30% equity stake in a transaction March, 2010 Read about reviews

G. Scott Paterson, 49, has been the Chairman of Symbility's Board of Directors since 2004 when Symbility merged with Automated Benefits to go public on the Toronto Stock Exchange Learn about G Scott Paterson

I am overwhelmed by your post with such a nice topic. Usually I visit your blogs and get updated through the information you include but today’s blog would be the most appreciable. Well done!optifine hd 1.8.3

Dr. Barry Sherman, Chairman of the Board of Apotex, is pleased to announce the appointments of Dr. Jeremy B. Desai to President and C.E.O. effective August 1, 2014 and Mr. Jack Kay, the former CEO of Apotex to the position of Vice Chairman of the Board effective the same date Apotex information

Apotex is populated by a multicultural network of people, lending a wide range of experience and offering boundless opportunities. Through the company's social committee, employee events serve to cement a team-centric attitude pervasive in every aspect of life at the firm.Apotex on youtube

Dr. Barry Sherman, Chairman of the Board of Apotex, is pleased to announce the appointments of Dr. Jeremy B. Desai to President and C.E.O. effective August 1, 2014 and Mr. Jack Kay, the former CEO of Apotex to the position of Vice Chairman of the Board effective the same date Learn about Apotex layoffs

Apotex Inc., founded in 1974 by Dr. Barry Sherman, is the largest Canadian-owned pharmaceutical company. The Canadian operations of the Apotex Group of Companies have over 5,500 employees Read about Apotex

Dr. Paul Lubitz is a licensed Canadian dermatologist with over ten years of experience in the field. Currently practicing at his Bow Valley Dermatology clinic, located in Canmore, Alberta Read about Dr Paul Lubitz

Dr. Paul Lubitz is a licensed Canadian dermatologist with over ten years of experience in the field. Currently practicing at his Bow Valley Dermatology clinic, located in Canmore, AlbertaDr Paul Lubitz article

Larry Weltman works as a Customer Service Rep. at AccessEasyFunds Ltd., the country’s leading commission advance company that helps real estate professionals fund their commissions.About Larry Weltman

What a really awesome post this is. Truly, one of the best posts I've ever witnessed to see in my whole life. Wow, just keep it up.libri economici

I would like to thank you for the efforts you have made in writing this article. I am hoping the same best work from you in the future as well. In fact your creative writing abilities has inspired me to start my own BlogEngine blog now. Really the blogging is spreading its wings rapidly. Your write up is a fine example of it.Silver Jewellery

I recently came across your article and have been reading along. I want to express my admiration of your writing skill and ability to make readers read from the beginning to the end. I would like to read newer posts and to share my thoughts with training Tampa

Through this post, I know that your good knowledge in playing with all the pieces was very helpful. I notify that this is the first place where I find issues I've been searching for. You have a clever yet attractive way of writing.Filth Freaks Mega Network Good Stuff On Here !

With so many books and articles coming up to give gateway to make-money-online field and confusing reader even more on the actual way of earning money, Hubwit is a refreshing change. I stumbled upon this site while searching for work-form-home options. I found Hubwit as a transparent s ite, a social hub which is a conglomerate of Buyers and Sellers who are ready to offer online digital consultancy at decent cost.Maniac Pass Over 400 Mega Sites On Here See Free Movies Clips Now Join !

If your looking for Online Illinois license plate sticker renewals then you have need to come to the right place.We offer the fastest Illinois license plate sticker renewals in the state. We are tied directly into the sate’s renewal database which allows us to process your request almost efficient electric radiators

Det beror på vilken vätska mobiltelefonen är tappat den i, olika vätskor orsakar olika mycket skador. T.ex. tappar du mobilen i havet/saltvatten så lär mobilen rosta inneifrån väldigt fort vilket kan medföra stora rostskador på din iphone om inte man snabbt gör något åt saken och öppnar den för att kunna torska bort all vatten. Laga iPhone i Kista Galleria Stockholm. Snabba iPhone reparationer billigt. Tappar man den i vatten så är det jätte bra att låta mobilen ligga i ris i minst 24 timmar men man bör även gå in snabbt till en iphone reparatör och undersöka saken så fort som möjligt för att kunna fastställa om det går att rädda sin kära iphone eller inte. Det man räddar först och främst i iphonen när det gäller hårdvara är i förstahand moderkortet då den är som telefonens hjärta och hjärna.Laga iPhone 6 plus stockholm

This is my first time i visit here. I found so many entertaining stuff in your blog, especially its discussion. From the tons of comments on your articles, I guess I am not the only one having all the leisure here! Keep up the good work. I have been meaning to write something like this on my website and you have given me an idea.fifa coins

I have bookmarked your website because this site contains valuable information in it. I am really happy with articles quality and presentation. Thanks a lot for keeping great stuff. I am very much thankful for this site.Cricket world cup 2015 live streaming

The next time I read a blog, I hope that it doesnt disappoint me as much as this one. I mean, I know it was my choice to read, but I actually thought youd have something interesting to say. All I hear is a bunch of whining about something that you could fix if you werent too busy looking for attention.driver updater

You actually make it look so easy with your performance but I find this matter to be actually something which I think I would never comprehend. It seems too complicated and extremely broad for me. I'm looking forward for your next post, I’ll try to get the hang of it!hörlurar

Glad to chat your blog, I seem to be forward to more reliable articles and I think we all wish to thank so many good articles, blog to share with us. I will really appreciate the writer's choice for choosing this excellent article appropriate to my matter.Here is deep description about the article matter which helped me more.anchor text: rv covers

I am a new user of this site so here i saw multiple articles and posts posted by this site,I curious more interest in some of them hope you will give more information on this topics in your next articles. Glad to chat your blog, I seem to be forward to more reliable articles and I think we all wish to thank so many good articles, blog to share with us.Price per head

Randy Reichert has over 25 years of experience in mining operations, project development, and project ramp ups in precious metals and base metals Randy Reichert article

Randy Reichert started his career with Cominco in Canada spending 10 years at various operations before embarking on international work in Russia with Bema Gold (Kinross) and Oriel Resources, followed by executive assignments with junior mining companies in Kazakhstan, Brazil, and the USA.About Randy Reichert

Really impressed! Everything is very open and very clear clarification of issues. It contains truly facts. Your website is very valuable. Thanks for sharing. It's late finding this act. At least, it's a thing to be familiar with that there are such events exist. I agree with your Blog and I will be back to inspect it more in the future so please keep up your act.سعودي

A good blog always comes-up with new and exciting information and while reading I have feel that this blog is really have all those quality that qualify a blog to be a one.I wanted to leave a little comment to support you and wish you a good continuation. Wishing you the best of luck for all your blogging fixtures outlet

Three are usually cheap Ralph Lauren available for sale each and every time you wish to buy. They're produced by the very best degree developers who will be distinguished for your polo dress creating. You'll find polo Ron Lauren inside exclusive array which include particular classes for men,

Good to become visiting your weblog again, it has been months for me. Nicely this article that i've been waited for so long. I will need this post to total my assignment in the college, and it has exact same topic together with your write-up. Thanks, good share.god hanuman images free download

Going to graduate school was a positive decision for me. I enjoyed the coursework, the presentations, the fellow students, and the professors. And since my company reimbursed 100% of the tuition, the only cost that I had to pay on my own was for books and supplies. Otherwise, I received a free master’s degree. All that I had to invest was my time. fitness

Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Any way I’ll be subscribing to your feed and I hope you post again soon.maisons en bois

All about strategy, hacks, cheats, tips of popular game Clash of Clans. Visit everyday to get new articles on Clash of Clans Strategy.clash of clans hack

I was just browsing through the internet looking for some information and came across your blog. I am impressed by the information that you have on this blog. It shows how well you understand this subject. Bookmarked this page, will come back for more.leadership

I was just browsing through the internet looking for some information and came across your blog. I am impressed by the information that you have on this blog. It shows how well you understand this subject. Bookmarked this page, will come back for more.wordpress themes

It’s very informative and you are obviously very knowledgeable in this area. You have opened my eyes to varying views on this topic with interesting and solid content. Actually I read it yesterday but I had some thoughts about it and today I wanted to read it again because it is very well written.gatos de angora

Redev Properties Ltd. is a Canadian owned and operated commercial real estate asset management company. Since 2001, Redev Properties has purchased and managed over 25 commercial real estate properties in Canada on behalf of our investors Richard crenian info

Easily, the article is actually the best topic on this registry related issue. I fit in with your conclusions and will eagerly look forward to your next updates. Just saying thanks will not just be sufficient, for the fantasti c lucidity in your writing. I will instantly grab your rss feed to stay informed of any marketing

It has fully emerged to crown Singapore's southern shores and undoubtedly placed her on the global map of residential landmarks. I still scored the more points than I ever have in a season for GS. I think you would be hard pressed to find somebody with the same consistency I have had over the years so I am happy with that.seo

After reading your article I was amazed. I know that you explain it very well. And I hope that other readers will also experience how I feel after reading your article. I feel very grateful that I read this. It is very helpful and very informative and I really learned a lot from it. แทงบอลออนไลน์

Awesome blog. I enjoyed reading your articles. This is truly a great read for me. I have bookmarked it and I am looking forward to reading new articles. Keep up the good work!Where to buy the Dyson DC59

I just got to this amazing site not long ago. I was actually captured with the piece of resources you have got here. Big thumbs up for making such wonderful blog page! home laser hair removal

Such a very useful article. Very interesting to read this article.I would like to thank you for the efforts you had made for writing this awesome article. hamptonbay

I like viewing web sites which comprehend the price of delivering the excellent useful resource free of charge. I truly adored reading your posting. Thank you! Indian navy career