How JJ Redick Embodied Media Convergence

Credit: Jonathan Velasquez — Unsplash

Today, he is the Head Coach for the Los Angeles Lakers…

…but JJ Redick was once a pillar in the athlete-turned-content creator pipeline.

Before he retired from the NBA in 2021, Redick began making his name in the media. In 2016, Redick launched “The Vertical Podcast with J.J. Redick” with co-host Tommy Alter, becoming the first active NBA player with a weekly podcast (Dixon). In 2020, Redick launched his own production company, ThreeFourTwo Productions. He then partnered with Cadence13, a podcast studio that specializes in content distribution and monetization (Contes). With the launch of his own production company and new partner, Redick decided to establish his very own YouTube channel.

Redick’s channel launched in conjunction with his first podcast episode under his newly established production team (and new podcast name: The Old Man and The Three). Since then, hundreds of episodes have dropped, featuring hours of content with a wide-ranging spectrum of special guests. The channel features not only visualized footage of his podcast, but also vlogging content and “just for fun” videos. While Redick is no longer a heavy presence on the channel, it currently holds 1.1M subscribers and is still active with fresh content and personalities. With that being said, Redick has proven his ability to formulate a unique new media enterprise.

Pre-Built Media Audience

Redick did not have to build himself up or establish any media presence. He played four years at Duke University, followed by 15 seasons in the NBA, where he became known as one of the league's elite shooters. Having that kind of notoriety for close to 20 years, Redick automatically bolstered a community following. While capitalizing on this by developing his own media output, Redick has benefited from his participation in traditional media since he created his channel.

In 2021, Redick joined ESPN as a broadcast analyst for the network’s coverage of the NBA. In addition, he was a consistent member of ESPN’s studio shows that cover the league (Wells). For example, Redick would often be a featured guest on ESPN’s First Take, a morning sports debate show among the network’s most popular programs. As ESPN is majority owned by The Walt Disney Company and is the leading multimedia sports entertainment brand in the world, Redick is someone who’d be influenced by his role in the production of traditional media (ESPN Fact Sheet). This, in turn, benefited Redick as it led ESPN viewers to navigate to his own enterprise where he covered a lot of the same topics featured on the shows he joined.

Media Convergence Alignment

It’s this dynamic that demonstrates how Redick engaged in media scholar Henry Jenkins’ notion of convergence being a top-down, corporate-driven process and a bottom-up, consumer- driven process. In Jenkins’s view, corporate media shapes the landscape by using their resources and influence to flow media content across different channels, which can expand revenue opportunities. In addition, consumers are shaping the landscape by navigating technologies to bring the flow of media more under their control (e.g., creating one’s own content). Jenkins believes these two forces can sometimes “reinforce each other” and “create more rewarding relations between producers and consumers” (Jenkins).

That’s exactly the role Redick was playing. By working as an analyst on ESPN broadcasts of NBA games and on studio shows, Redick was engaged in the top-down process. By creating his own content with his channel under his own production company, Redick was engaged in the bottom-up process. Together, the two reinforce each other, as listening to Redick on ESPN can lead one to his more personalized media enterprises, just as engaging with his channel can lead listeners to flock to his input in a more national and traditional environment on ESPN.

Beyond The Game and Ties To Media Theory

In their book Critical Media Studies: An Introduction, scholars Brian Ott and Robert Mack examine critical approaches in relation to mass media theory. One of the topics they cover is critical studies and their inherent characteristics — skeptical attitude, humanistic approach, political assessment, and activist orientation (Ott and Mack). A skeptical attitude focuses on not taking things at face value and picking apart a media’s production. As far as Redick’s channel, one can see how this skeptical attitude comes into play. Redick’s channel may just be a platform that talks about basketball, but when examining it through a skeptical lens, more begins to meet the eye. You see a place where people can come together and have carefree discussions about whatever they please. Having that quality of a comfortable place to engage in discussion opens the door for topics to be uncovered on the channel that people may not expect.

When you’re someone who is constantly in the spotlight, it can be hard navigating online discourse. When it comes to athletes and their ties to sports, it’s not always easy to use your platform for engagement in conversations other than what you’re best at.

There was an instance where NBA forward Karl-Anthony Towns shared a tweet talking about Call of Duty, as Towns is an avid gamer. For further context, Towns’ previous team, the Minnesota Timberwolves, were in between playoff games and Towns had been struggling in performance. The comment section under his tweet was almost entirely negative, telling him to “get back in the gym” and “focus on basketball.”

Redick’s channel primed itself as a place where guests can talk about their profession, but also a variety of other subjects in a comfortable environment and not face immediate detraction.

For instance, Redick previously covered the importance of one’s mental health and COVID-19. In a video from 2020, NBA champion Kevin Love went into detail about his mental health struggles regarding depression, anxiety, and panic attacks he’d have in public. Love detailed the importance of prioritizing yourself as a human apart from your occupation and the work he’s been doing as an advocate for mental health (Kevin Love on the Playoffs, Mental Health and Playing w/ Lebron). This is an issue that’s far greater than basketball, as nearly one in five U.S. adults live with a mental illness (Parrott et al.). By speaking out on his personal experiences, Love helps challenge the stigmatization of mental illness and promotes the understanding of what people may be going through. In a study on fan responses to mental health disclosures of athletes (with Love being a focal aspect), fans shared overwhelmingly positive sentiments while offering messages of encouragement and sharing their own personal experiences (Parrott et al.).

In relation to the COVID-19 pandemic, Redick had shared a variety of videos surrounding the issue. In a video from December of 2021, Redick held a conversation with then-Atlanta Hawks star John Collins detailing the outbreak and feelings of uncertainty (John Collins Shares The Player’s Perspective On The NBA Covid Outbreak). In a video from the same month, Redick held a conversation with Indiana Pacers star Tyrese Haliburton on the struggles of navigating the pandemic while still prioritizing health, safety, and family (An Honest Conversation About What’s Happening With The NBA And Covid). Additionally, Redick and Cleveland Cavaliers star Donovan Mitchell shared details on the beginning of the pandemic and the feelings that arose when the entire country shut down in 2022 (Donovan Mitchell Shares Unbelievable Details About The Night The NBA Shut Down).

Redick’s channel has also done a great job of examining relevant cultural issues. After the murder of George Floyd in June of 2020 and a series of related shootings, the U.S. was in a period of high turmoil. In August 2020, after another shooting took place in Wisconsin, the NBA decided to stage a boycott standing against systemic racism and police brutality. Redick responded by covering the issues surrounding systemic racism and police brutality in a variety of videos. In a conversation with Landry Shamet, Redick and Shamet discussed the boycott as well as the feelings people may be experiencing in relation to police shootings. In addition, they talked about the importance of uncomfortable conversations and what the athletes are doing to support their communities (Landry Shamet on The NBA Boycott).

Apart from this, Redick’s channel also features content on racial dynamics within sports, politics, etc. For example, Redick held a conversation with NASCAR driver Bubba Wallace about what it’s like ascending in the league as a Black driver. In a video with former Georgia State Representative Stacey Abrams, Redick and Abrahams held a lengthy conversation on the state of the U.S. democracy heading into the 2020 election, voter suppression, and John Lewis’ legacy (Stacey Abrams on The State of Democracy and The 2020 Election). Additionally, Redick has shared content with Andrew Yang and how he navigated his run for president, former CIA Director John Brennan and how he navigated the Osama bin Laden Raid and Trump’s presidency, Joe Biden’s election race and poll information, and so forth.

It’s these conversations around cultural issues, activism, and racial dynamics that play into Ott and Mack’s humanistic approach (equality and valuing common human traits) and social activism characteristics when critiquing media (Ott and Mack). Redick’s role in providing a space for guests to remain informed and offer perspectives on issues that impact the country demonstrates how the channel went beyond sports. By sharing content regarding racial justice and society, Redick’s channel fulfilled the element of “athlete activism” — known sports figures stepping up to provide community outreach and change society for the better (Weiner).

Parting Takeaways

Sports media enterprises can be more than meets the eye. As far as understanding Redick’s platform, it’s a direct beneficiary of Redick’s established notoriety and ongoing presence in traditional media. By taking part in ESPN broadcasts and studio shows while also developing user-driven content through his channel, Redick demonstrates the reinforcement of Jenkins’ top-down, corporate-driven process and bottom-up, consumer-driven process when examining convergence.

And he’s not alone.

Tons of former and current athletes have made their way into the media space. For instance, NBA star Draymond Green does his due diligence on the Golden State Warriors while simultaneously engaging time on his very own podcast and guest appearances on Inside The NBA. NBA legend LeBron James uses his spare time to hold insightful conversations on the game on his Mind The Game channel. NBA forward Paul George’s personal podcast shares sports perspectives with current and former players. NBA center Anthony Davis hosts his very own hidden prank show on TBS. Former athletes Ryan Clark, Channing Crowder, and Fred Taylor host ‘The Pivot Podcast’ where they speak with celebrity and sports figures on life, motivations, and career avenues.

It’s these new enterprises that demonstrate the lengths at which former and current athletes alike continue to embody convergence culture and bolster their own platforms in the multimedia space.

REFERENCES

Contes, B. (2020, August 6). JJ Redick Leaves The Ringer, Launching New Podcast Company. Barrett Sports Media. https://barrettsportsmedia.com/2020/08/06/jj-redick-leaves-the- ringer-launching-new-podcast-company/

Dixon, R. (2016). Redick To Be First Active NBA Player With Weekly Podcast. NBA.com. https://www.nba.com/clippers/news/redick-be-first-active-nba-player-weekly-podcast ESPN, Inc. Fact Sheet — ESPN Press Room U.S. (2023, April 4). ESPN Press Room U.S. https://espnpressroom.com/us/espn-inc-fact-sheet/

Jenkins, H. (2006). Introduction: “Worship at the Altar of Convergence.” Retrieved from http://kristinarola.com/356/spring12/readings/unit1/jenkins_intro.pdf

JJ Redick. (2020, August 26). Kevin Love on The Playoffs, Mental Health and Playing w/ LeBron | w/ JJ Redick & Tommy Alter [Video]. YouTube. https://www.youtube.com/watch?v=deuO7-0Qt_s

JJ Redick. (2020a, August 6). Stacey Abrams on The State of Democracy and The 2020 Election | w/ JJ Redick & Tommy Alter [Video]. YouTube. https://www.youtube.com/watch?v=auzDicjHuBU

JJ Redick. (2021, December 23). John Collins Shares The Player’s Perspective On The NBA Covid Outbreak | JJ Redick [Video]. YouTube. https://www.youtube.com/watch?v=9_7VHuVHJA4

JJ Redick. (2021a, December 19). An Honest Conversation About What’s Happening With The NBA and Covid | JJ Redick & Tyrese Haliburton [Video]. YouTube. https://www.youtube.com/watch?v=pbGoc-F58Lk

JJ Redick. (2022, October 20). Donovan Mitchell Shares Unbelievable Details About The Night The NBA Shut Down [Video]. YouTube. https://www.youtube.com/watch?v=jljzi8b_uIg

Ott, B., & Mack, R. (2014). Introducing Critical Media Studies. Wiley-Blackwell. Retrieved from https://www.researchgate.net/publication/286459828_Introducing_CriticalMedia Studies

Parrott, S., Billings, A. C., Hakim, S. D., & Gentile, P. (2020). From #endthestigma to #realman: Stigma-Challenging Social Media Responses to NBA Players’ Mental Health Disclosures. Communication Reports, 33(3), 148–160. https://doi- org.ezproxy.lib.ou.edu/10.1080/08934215.2020.1811365

Athlete Activism, edited by Gary Wiener, Greenhaven Publishing LLC, 2019. ProQuest Ebook Central, https://ebookcentral-proquest- com.ezproxy.lib.ou.edu/lib/ou/detail.action?docID=5972538.

Wells, A. (2021, October 27). JJ Redick Joins ESPN as NBA Analyst; Will Make Studio Debut Nov. 3. Bleacher Report. https://bleacherreport.com/articles/10016343-jj-redick-joins- espn-as-nba-analyst-will-make-studio-debut-nov-3