I spoke about Chris Brown on CNN not too long ago, and I am sure I’ll be talking about him now. Given his shocking 5-year probationary smackdown by a judge, I am sure that Chris has been humbled beyond belief. Even I was surprised to see him get this kind of punishment. But the truth is that when we make personal decisions, there is a piper to be paid, and sometimes that piper wants more compensation than we wish to deliver.
But Chris Brown is far from finished, and I expect him to be back on top in no time. The Chris Brown brand is still worth hundreds of millions of dollars, since corporate America is very good at working around the emotional to secure the logical value of their financial assets. Here are some things to keep in mind as Chris tries to rebuild his damaged career.
If R. Kelly can make a comeback, anybody can. I confess that R. Kelly honestly sickens me. I hate to say it this way, but the idea of a man doing what he is alleged to have done to that little girl makes me as angry as you can ever possibly imagine (and yes, I do believe that was him in that video). What disturbs me even more is that the American public let the entire issue go as soon as Kelly released another hit song. This sends a horrible message to young black women, reflecting the fact that our culture does not value their well-being as much as we value a hit song about going to the club, getting drunk and having irresponsible sex at the end of the night. Sorry homeboy, but you can’t serenade your way into my good graces or that of any other conscientious African American. There are simply some lines entertainers cannot cross and being found “not guilty” is not the same as being found innocent.
In spite of the obvious critique one can thrust on R. Kelly, the oddest thing is that R. Kelly’s model of career recovery can serve as an instruction manual for Chris Brown. The first segment of that lesson came during R. Kelly’s first BET interview after the child pornography allegations were made. During the interview, I noticed that the singer kept repeating the phrase, “Just focus on my music.” He repeated the phrase several times, as if his business manager had coached him to do so. Upon processing things later, the translation here was simple: If you are focused on his music, you will forgive him for the fact that he’d been accused of doing nasty things to someone’s 13-year old daughter. Yes it’s sick. Yes, it bothers me. But yes, it’s the truth and it has worked quite well for R. Kelly and his business model (notice that it took him a while to release his latest album after the trial – the public typically cools off and forgets almost anything you’ve done if enough time passes).
Similar to the R. Kelly situation, I’ve noticed that many female music fans really don’t care that Chris Brown is a man who seems to believe that it’s O.K.to use a woman’s face as a punching bag. The report that he used the big ring on his finger to inflict even more damage to Rihanna reminds you of the late Ike Turner. I hope he takes his domestic violence counseling seriously, since he can’t go on living like this.
In the music industry, fans are quick to accept eccentric behavior from celebrities. The public took no issue with Michael Jackson’s problematic relationships with children and there are many other scenarios in which a hit record is enough to take value judgments off the radar screen. Personally, I find myself in constant shock at the kind of language Lil Wayne’s female fans allow him to use to consistently disrespect them. It almost seems that a polite Lil Wayne would not sell nearly as many records as the drunken, outlandish rapper who appears to have a serious drug problem.
Value systems aside and with the focus back on business, a black entertainer can rebuild his career after an arrest by doing the following things:
1) Just say that Jesus healed you. People always buy that one. It worked for R. Kelly. References to God, even when insincere and blatantly hypocritical, invoke deeply entrenched sensibilities within African Americans. Personally, I need proof that you’ve really changed, not just your statement that Jesus came to you in a dream.
2) Sincerely apologize. People always love a good apology.
3) Make a really hot song. If people are dancing to your music, they usually forget that you might want to punch out their daughter or think that she’s a garden tool. Unfortunate, but true.
4) Remember the truth: People really don’t care that much about the celeb’s personal life and are looking for an excuse to forgive him anyway. I recall speaking to someone who works for a major network, and I was in awe over how nonchalant she was about the R. Kelly situation. All she kept saying was, “Well, he ISSSS talented,” as if his talent forgives him for any sin committed in the present, past or future. I bumped into a radio exec at a major station in Chicago and listened to him essentially say the same thing when explaining why his station adjusted its policy against playing R. Kelly music shortly after the allegations. The fact is that people just don’t care.
Chris Brown’s brand will remain strong in the music industry. From a business standpoint, it is also ironic that being arrested may actually be a “coming out” party for him, reinventing him for the world as the tough, borderline thug that many women seem to love (remember when Lauren London said she had a crush on Ol Dog from Menace to Society – a man known for being the craziest gang banger in entertainment history?). These coming out parties are common, as you typically see young actresses do sexy magazine covers on their 18th birthday (i.e. when “Simply Raven” became “Sexy Raven” and when Rudy Huxtable played a prostitute in her latest film), or male entertainers trying to look mean and “tatted up” to break away from their good boy image (i.e. Lil Bow Wow….I mean, Bow Wow). It’s all about branding. The craziest thing about the Chris Brown situation is that being arrested for beating a woman could actually work to his advantage. So, our adoration for Chris Brown (actually, other people’s adoration, since I don’t respect any man who would do that to a woman) is a reflection of our society and a nasty look in the mirror for all of us. I should say, however, that I consider Chris Brown to be far different from R. Kelly: He is still a very young man who makes mistakes and could possibly become a decent adult with guidance and significant intervention – which spoiled celebrities seldom receive.
Don’t be surprised to see Chris hanging out with more rappers, where it’s actually a good thing to be arrested. He’s going to have a few more tattoos, a meaner “mug” on his next album and present a brand that embraces the hardcore image, yet not so hardcore that you won’t believe him when he sincerely apologizes and says that Jesus saved him. The new Chris Brown will be interesting.
Dr. Boyce Watkins is a Professor at Syracuse University and author of the book, “Black American Money.” To have Dr. Boyce commentary delivered to your email, please click here. 
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Nick Cannon may be having the best year ever.
Chris Brown is getting back to work – the kind that pays.
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