On September 29th, 2019, the Abu Dhabi Combat Club put on the most watched, hyped, and successful event in the organization’s history. This was thanks to the countless hours of dedication put in by the staff, athletes, and even the fans. Afterall, it was grappling fans that created the demand for such a well-run and visually appealing product. Grappling finally saw the most prestigious prize in submission grappling have its due respect. The public asked for unparalleled access to the athletes competing-and Flograppling delivered. The public demanded a spectacle worthy of the crown it represented- Seth Daniels and the F2W crew delivered. The public expected drama, action, and dope shit from the best grapplers in the world-and the competitors delivered. The event showcased the best grappling had to offer to an audience long ignored by mainstream media outlets. An event like ADCC would be laughed out of the offices of NBC or CBS. Under the old media guard, there was zero chance of watching live grappling without being there. But that was then, and this is now. Today, we are living in the age of a digital renaissance; it started on September 29th, 2019.
ADCC 2019 is a bigger moment than what was witnessed that night in Anaheim. The event itself was the perfect combination of fantastic production and well executed buildup. The tiny little jiu jitsu community that spreads across continents and languages was brought together for one weekend. Though dedicated and growing, the global bjj community was not worth the effort of major sports coverage, nor is the community large enough for major media outlets to air it. Simply put, Fox, NBC, and ESPN weren’t buying what ADCC was selling.
In the 20th century, the inability to get on a major channel meant limited growth and exposure, but the 21st century says fuck that noise. ADCC’s success represents the freedom the internet can afford creative people. It is a moment in time so perfectly placed that it seems imagined. By every account, the event was a staggering success. Promoters, staff, athletes, and fans all shared a common elation with how well the event went. A hungry audience got what it wanted without going through a cable provider or even a network approval board. This is the beauty of the modern renaissance- the old way of doing things is gone. Dead are the days of needing approval from a bunch of network executives to put out content. Creative artists are free to take control of their own content. They can choose to partner with like minded thinkers to produce quality content for an audience desperate to be served.
In the 1950’s the music industry abided by the payola standard of distribution. Record labels would bribe DJs and stations to play their songs more often and give positive reviews. The radio stations held such a tight grip on what went out on their airways that the artists had no choice but to comply. Fortunately, the internet has shifted the power balance. Now the artist has many available avenues to present his or her content to an ever-growing audience. Technology has uprooted a path to exposure that was deeply established in mainstream society.
In the coming years technology will continue to disrupt long established institutions and redefine the way in which consumers get their content. To try and predict how that will go exactly is asinine, but the trick is not to know what’s coming- it’s how to move with change as it arises. This is where jiu jitsu is the key to the future. It teaches us to adapt to change, to move with it, and to capitalize on it.
The digital renaissance is only getting started, ADCC gave us a glimpse of where future online media can go. Those with a vision can now let their passions manifest without restriction or influence from the major media establishment. That is not to say that ADCC 2019 is perfect and went on without issues, but the gorgeous reality of living through a renaissance is that nothing is dogmatic- anything can change on a whim. The crew at ADCC and Flo do not need to be perfect today, because they have shown that they will only continue to get better. They do not live in the world of network television where conventional wisdom says “don’t rock the boat”. Instead those at Flo and ADCC live in the real world- a world where change is the only constant, where adaptation is inevitable, and traditional authority has less and less power.
The artists of the 21st century will find meaning in knowing their creation can be as true to their visions as they choose. There is unprecedented access to consumers today, and creative people need only reach out and present their projects. As automation slowly replaces workers, those without jobs may find refuge in knowing they can build a following and create content for those willing to consume it. And as ADCC 2019 showcased, with enough hard work and dedication, artists of the future can create monumental moments for eager audiences around the world.
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