Russo: To Be A Star, You Have To Look Like A Star
One of the first lessons my old boss, Vince McMahon, ever taught me when he began teaching me the inner workings of WWE TV.
I'll never forget those words. I'll never forget the promos that Vince used to cut on his own talent when they walked through that curtain, came down to that ring, and looked like they didn't belong on TV. That was always one of Vince's biggest pet peeves, "If you want to be a star . . . you have to look like a star."
When I worked for the WWE, there was a department right next to mine on the second floor of Titan Towers called Creative Services. I would go to that department first, once a talent was ready to be promoted to the main roster. At that point, I would lay out my idea/vision to those working in Creative Services, and from there they would do their "magic".
They would first research the type of character I presented (example–a Gangrel), then render drawings of how I described that talent being represented on TV. There were drawings, on top of drawings, soon followed by various samples of the material that was going to be used for their ring attire, the colors, even the look of the gimmicks that certain talent would use/carry to the ring. Once approved, Creative Services would go to work, working around the clock to create the right representation of that talent who was set to make their debut on TV. Remember—you can only make one impression.
That process was not only important for the five years that I worked at WWE, but VITAL. Costuming could literally make, or break a performer. Remember, back then every WWE superstar was presented as a "larger than life" figure. They weren't like you and I, they were TV stars, matinee idols, icons. They stood out as being special, unique . . . one of a kind.
Fast forward to 2016.
And, while times have indeed changed, why do the majority of wrestlers today look, dress, smell, act and feel like my next door neighbor? There is nothing special about them at all. In fact, they send out the message that ANYONE could be a professional wrestler. And, I guess that's where the appeal from the IWC comes. Whereas they could never be a Hulk Hogan, or a "Macho Man' Randy Savage, a "Stone Cold", or a "Rock"—those who were living, breathing, larger than life STARS— they certainly could be a Sami Zayn, a Kevin Owens, or the dozens of other just plain "wrestlers" who appear on our TV screens every week.
Bury me all you want, truth is—I really don't care. When I think of both sports and entertainment—to this day I think of STARS. I want to see STARS. I want to see larger than life figures who both ACT and LOOK the part. When Rihanna is on stage, she doesn't look like she just came from the grocery store. When Brad Pitt walks the red carpet, he doesn't look like he's out walking his dog. Presentation can make us believe that you are the biggest thing walking planet earth, when in fact, you're just a "regular" guy. That's what stars are made of.
Landscapers, taxi cab drivers, I can see them on every block on every street corner. Where can I see a Hogan, or an Austin, or a Mick Foley, or a Rock, or a HBK, or a Hitman? Ask yourself, who are the guys/gals in today's ring who stand out to the casuals, the masses? Bray Wyatt does. Brock Lesnar does. John Cena does. Nikki Bella does. Why, because as "regular" people—we aren't them—we can't be them.
Thus lies the problem . . . today . . . .we all can be professional wrestlers.
"To be a star, you have to look like a star"
-Vince McMahon
