When the NFL unveiled Puerto Rican sensation Bad Bunny as the headline act for this year’s Super Bowl half-time show, it ignited a fierce cultural debate. Right-leaning commentators took aim at the artist’s gender-fluid aesthetic, Spanish lyrics, and stances against MAGA politics, with Donald Trump even dubbing the choice “absolutely ridiculous.” However, as the dust settles on this controversial selection, it’s worth revisiting how a trailblazing sketch comedy show from the early ’90s managed to pull off a similar feat—and perhaps set the stage for today’s broadcast wars.
Turning Point USA’s Counter-Program
In a bid to counter Bad Bunny’s anticipated performance, Erika Kirk and her group, Turning Point USA, have organised the All-American Halftime Show, featuring a line-up heavy on Nashville talent, including Kid Rock. JD Vance, the group’s vice-president, has been vocal in promoting this alternative event. This initiative reflects a broader conservative pushback against what they perceive as leftist cultural encroachments. Yet, one must wonder how effective this will truly be, given that the original alt-cast—In Living Color—executed this concept with both flair and finesse back in 1992.
The In Living Color Revolution
In Living Color burst onto the scene in 1990, captivating audiences with its sharp wit and unapologetic celebration of Black culture. Created by Keenen Ivory Wayans, the show offered a stark contrast to Saturday Night Live, featuring a cast that included future stars like Jamie Foxx and Jennifer Lopez, and a mix of Wayans family members. With a focus on ethnic diversity and queer representation, it became a cultural phenomenon. Marlon Wayans, one of the show’s stars, remarked, “We stole the audience,” highlighting the bold move that would later influence countless productions.
The show’s sketches became iconic, with catchphrases like “Homie don’t play that” entering the national lexicon. In Living Color not only embraced hip-hop culture by hosting artists such as Public Enemy and Queen Latifah but also tackled social issues with humour, setting it apart from traditional network entertainment.
The Bold Super Bowl Strategy
In a bold marketing manoeuvre, Jay Coleman from Fox proposed a special episode of In Living Color to air during the Super Bowl’s half-time. This was a time when many viewers typically switched off or headed to the bathroom, according to Keenen Ivory Wayans, who described the regular half-time show as “the time that everybody went to pee.” The 1992 Super Bowl half-time theme, “Winter Magic,” featured a lacklustre performance that included figure skating and old-fashioned pop acts.
In Living Color, however, promised a vibrant alternative—a mix of live and pre-recorded sketches, punctuated by musical performances from popular acts. The gamble paid off spectacularly when, on 26 January 1992, millions of viewers tuned into Fox instead of CBS, resulting in a staggering 22 million people switching channels to watch the show. This not only eclipsed the traditional half-time ratings but also sent shockwaves through the NFL and its broadcasting partners.
The NFL’s Reaction and Legacy
The NFL was left reeling from the unexpected ratings shift. Jim Steeg, the league’s former senior vice-president of special events, recounted how the NFL had to reassess its half-time show strategy immediately after the event. Three months later, Michael Jackson was booked for the next Super Bowl, and the era of extravagant half-time shows was born. This moment marked a turning point in American television history, with the half-time spectacle evolving into an event that now attracts millions of viewers.
Despite its cultural impact, In Living Color itself had a relatively short run, concluding in 1994 after five seasons. However, its influence is undeniable, paving the way for future generations of Black-led shows and altering the landscape of American entertainment. The NFL, which once sidelined shows like In Living Color, has now embraced a more inclusive approach to its half-time programming, evident in the diverse acts that have since graced the stage.
Why it Matters
The legacy of In Living Color is a testament to the power of innovative programming and cultural representation. In an era where media often grapples with issues of diversity and inclusion, revisiting this groundbreaking show not only highlights its historical significance but also serves as a reminder of the ongoing cultural battles that continue to shape our entertainment landscape. As viewers prepare for this year’s Super Bowl, the echoes of 1992 remind us that the fight for representation—and the ability to commandeer the spotlight—is as relevant today as it was three decades ago.
