The writer’s strike has been going on for about three weeks now, with Hollywood showing no (visible) signs of budging.
The last time there was a writer’s strike, it lasted over 100 days and its impact was so strong that you can tell when the strike occurred for some shows based on how the storyline developed.
And though I’m not a TV writer (at least, not yet. Because, who knows), as a creative I understand the fight.
And while today’s piece isn’t necessarily about that fight, it made me think about…
UPN
For those unfamiliar, UPN was a TV station that aired back in the 90s (on channel 10 for my Atlanta folks), and is considered by many Millennials as a golden era for Black television.
Without UPN, you don’t get this current era of Black TV shows like Insecure, Atlanta, etc. Nor do you see the many prominent comedians, Hip-Hop acts, clothing lines, and TV talent who were able to get their first shot at stardom.
So y’all know what’s up. Let’s talk about it…
AIGHT… WHAT IS UPN?
UPN or the “United Paramount Network,” was a Viacom-owned station created in 1995 to compete with established networks like Fox, ABC, CBS, and NBC.
When it first hit the scene, its premier show was Star Trek: Voyager — a safe bet considering what else was available to consumers. However, as the New York Times outlines in their 1996 article, they didn’t have shows to compete with the WB who had a strong Black audience thanks to shows like Jamie Foxx, Martin, and The Wayans Bros.
Because their marquee shows were Star Trek & Buffy, UPN wanted (i.e. needed) new programming that could attract a new audience that would help them compete.
As a result, they greenlit several black sitcoms. The lineup included: Malcolm & Eddie, In The House, and Moesha.
But, why was this station so important?
I. It Was a Haven For Black Comedians
Let’s take a small detour:
In 1995, comedian Guy Torry launched one of the most celebrated events for Black comedians hoping to break through in the mainstream. It was named: Phat Tuesdays.
Any comedian you think of from the late 90s more than likely graced the stage including Bernie Mac, Chris Tucker, Eddie Griffin, Martin Lawrence, etc.
Here’s why it matters:
Phat Tuesdays was a proving ground and a launchpad to the next level for Black comedians.
For those looking for their next step, Phat Tuesdays set the stage for them to get a network sitcom, which was the priority for UPN at the time.
Because of that, by 1996, UPN greenlit shows Malcolm & Eddie starring Eddie Griffin, and by the 2000s, they had The Hughleys, starring D.L. Hughley and Everybody Hates Chris starring Chris Rock.
II. It Gave Future Generations a Blueprint
“‘Agh, black people are so dope. Where are they at on TV right now? Now I want my own version.’” – Issa Rae, GQ
That quote from Issa Rae highlights how many Black Millenials felt when their favorite UPN shows vanished out of thin air.
Many of today’s Black tv talent that we consider the vanguard cite UPN programming as the inspiration for their work today.
UPN shows like Girlfriends were a loose inspiration for “Insecure,” both series depicted a group of Black women navigating the world while figuring out relationships, livelihood, and purpose.
Specifically, Girlfriends was so successful that it carried over from UPN to the CW after the network folded. And, as recently as 2020, fans were given a Girlfriends reunion that netted millions of views online.
The success of Girlfriends and the buzz it continued to generate in syndication reaffirmed what Hollywood seems to frequently forget: Black TV is worth investing in.
III. It Was an Avenue For Black Musicians
UPN shows proved to be a place that a lot of Black musicians used to extend their careers in different verticals.
While Hollywood in general would be hesitant (or just plain against) giving Black talent (new and legacy acts) a shot, shows on UPN were more than welcoming to a guest star (especially knowing that they were already supported by Black culture)
The first show to open the door for UPN was of course…
Moesha
Brandy was a budding R&B star who had already released her debut album to a ton of acclaim.
She had never planned on doing a TV show, but because of her success she was offered the role & by 1996 the world had Moesha (Brandy would even guest star occasionally).
Her boyfriend on the series was none other than Fredro Starr, 1/2 of the rap group Onyx, and guests of the show included legacy acts like Morris Day and other popular R&B acts like Usher (peep below to see one of his cameos)
Even Master P, who was was already in the world of independent filmmaking with his movie “I Got The hook Up” but Moesha turned out to be the role that got him in front mainstream audiences.
IV. Syndication Crystalised the Nostalgia
At its height, UPN was able to bring more Black television shows like “Martin” to its network. Because of that, an entire generation of young Black Millennials were exposed to shows that they weren’t quite old enough to enjoy in the early 90s.
That caused a few things culturally:
- A renewed appreciation for 90s culture heading into the 2000s
- A resurgence in interest of 90s comedians and musicians
- The overall crystallization of 90s & 2000s nostalgia amongst Millennials.
Countless reboots and reunions have happened in no small part due to the nostalgia around shows like the ones on UPN. Below is a clip from the Moesha reunion that took place on “The Real” and garnered millions of views.
It even gave us classic memes like the Julius meme — a famous still shot of Terry Crews whos plays Chris Rock’s extremely frugal father on Everybody Hates Chris.
The upside for UPN as a network was almost endless.
However…
V. THE ‘SUITS’ MADE A TERRIBLE MISTAKE…
According to Comedy Hype, UPN was losing money hand over fist because they hadn’t nailed down a solid audience.
UPN Monday’s were dedicated to their Black audience and by Tuesday they were focused on the general market with shows like Buffy. In essence, UPN tried so hard to appeal to everyone that in the end they didn’t really appeal to anyone.
VI. EPILOGUE
After UPN was shut down many of the shows on that started on that network like Girlfriends, and Everybody Hates Chris finished their run as part of the CW.
Most of the shows from UPN’s height are now watchable on Netflix and if you’re a fan of this newsletter I’m assuming you’ve seen a few of them (hopefully). But if not, I definitely recommend them all.
Hollywood still suffers from amnesia, and Black creators still have to convince networks that people actually enjoy shows with a predominantly Black cast. Despite that, seeing the new run of shows/talent is always refreshing.
Anyway, I’ve got a Moesha marathon to watch. I hate how they did my dawg Frank (iykyk), but at least we get Master P & Lil Kim cameos in season 5/6.
Peace.