Not even Snoop can save the Olympics

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Snoop Dogg breaks people. That is the reason why he has been known for almost two decades and he managed to get over it Doggystyle on reality TV selling Corona. He repeated this last week for an audience that desperately needed a laugh. During the part for his show We highlight the Olympics with Kevin Hart and Snoop Dogg, which is the real thing that exists on NBCs streaming service Peacock, the two hosts watched the top reel of the equestrian competition at Games in Tokyo. As the horse trotted through the course, Snoop exclaimed in astonishment, “Oh horses Crip Walking, cuz. Do you see that? On the set! … I have to record this motherfucker in a video! “Even Hart couldn’t stop laughing.

During the Olympic Games, which were plagued by time differences from 1 pm to 4 pm with North America, huge disturbances for favorites like tennis star Naomi Osaka and a multitude of viewing opportunities that are scattered at best, Snoop’s little lightness felt like a saving grace. It was short, unexpected and almost magical – things that fans have wanted since the big moments of the Olympics, and they rarely got them during the 2020 Olympics.

At least in my sources, it is perhaps the closest to the viral moment of leaving Tokyo. A lot of online conversations rightly went, say, to the defeat of Osaka in the third round or the withdrawal of Simone Biles from the team gymnastics competition in focus on her mental health, but when it comes to the big “Do you see??” moments, this year’s Games were missed. Part of this, no doubt, is due to the time difference, the lack of immediacy; another factor is the discomfort people feel about the 2020 Olympics and the fact that they are citizens of Japan he didn’t even want the Games to happen at all. It also exists pandemic it happens, and people have to worry about bigger things. But there’s something else: the audience just doesn’t watch the Olympics the way they did.

Part of that stems from the fact that NBC, which has had the right to broadcast the U.S. Olympics since 2000, is now expanding them to nine channels owned by Comcast and Peacock. There’s also coverage on YouTube, Hulu, the Olympics website and the NBC Sports app. Of course, this provides hundreds of hours of wall-to-wall coverage, but it also makes it almost impossible to find anything. Apart from a few gymnastic, swimming and racing events, several competitions managed to move above the conflict. Also, due to copyright, it is almost impossible to post videos, GIFs or pictures of the Games on social media. #PhelpsFace not found or McKayla Maroney impressed – unless you count Maroney’s Geico commercial.

Which brings me back to Snoop. The first place I saw a video of his equestrian shoot was Instagram. Then on Twitter, where there is now only a message saying, “This media has been disabled in response to a copyright owner’s report.” Comcast pays about a billion dollars broadcast every Olympics, and it is understandable that he wants to get his money. But when the company and its partners are mostly the only suppliers of all the content coming from Tokyo, there is little room left for creativity, for the fandom. Events like the Olympics are perfect for Twitter reactions, TikTok duets and Instagram stories. Some go through cracks, but mostly golden moments like Snoops disappear before they get a chance to go super viral. It’s a shame; everyone should see that motherfucker in the video.


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