Originally written on Awful Announcing  |  Last updated 11/7/14

Gus Johnson debuted a new web video on FoxSports.com which looks to be the first part in a series called "Rise and Fire" which is also the name of his trademarked clothing brand. Clocking in at three minutes it's definitely....something different. Below is the video itself as well as some quick thoughts on the unique direction Fox and Johnson are going...

 

<a href="http://msn.foxsports.com/video?vid=79e7b58c-05f2-4029-b7d1-7638b1ce73c7&videoId=79e7b58c-05f2-4029-b7d1-7638b1ce73c7&from=&src=v5:embed::" target='_new' title='Rise and Fire: Blistering Badgers' >Video: Rise and Fire: Blistering Badgers</a> While just a web video tucked away on Foxsports.com, the style of the video is a HUGE break from the norm on several fronts including:

- Play by play announcers are rarely seen outside of professional or business casual attire. Not only is Johnson dressed casually, but he's aggressively promoting his brand even doing the set to a backdrop of the logo.

- The discourse itself is casual and free flowing. The opening pitch of the series says the show will give "mad shout-outs" to pro and college players and ends with the tag-line "Cold Blooded" which is Johnson's current apparel collection within the Rise and Fire brand. Johnson also dougies as seen in the picture above and brings on a musician friend who he provides backup vocals for in an impromptu freestyle rap.

- Johnson interacts with what he calls the "peanut gallery," a group of friends and possible colleagues who are on set for the taping and potentially part of the production. 

Time will tell if Fox and Johnson will find success crafting this different type of content clearly aimed at a younger audience. It's clear though that Johnson has found a partner in Fox that will allow him to step out of his play by play role and produce content with more personality and commentary as well as letting Johnson run wild with brand integration of the content. From the looks of the first video, I wonder if Fox is potentially even an equity partner in Rise and Fire.

At CBS, most felt we never got enough Johnson. Looking at how things are going at Fox, I am guessing that's not going to be a problem. Perhaps Fox is seeing a lot of the success Bill Simmons is having branching out at ESPN and is thinking Johnson might be able to have a similar touch and sense of taste for them as well. 

Going forward, it will be interesting to see how Fox utilizes Johnson on the web and more importantly, if he gets any more NFL assignments, perhaps even a playoff game (a very big longshot), before transitioning to his work for the Big Ten Network.

Cold blooded.


Like Awful Announcing on Facebook Follow Awful Announcing on Twitter
GET THE YARDBARKER APP:
Ios_download En_app_rgb_wo_45
MORE FROM YARDBARKER

Top landing spots for Darrelle Revis

Mets: Murphy will no longer discuss his religious beliefs

Randall Cobb rejects contract proposal from Packers

Peyton Manning to take $4 million pay cut with Broncos

Kevin Durant has ‘no doubt’ he’ll return this season

LIKE WHAT YOU SEE?
GET THE DAILY NEWSLETTER:

Sidney Rice, Steve Weatherford to donate brains for research

Bills acquire Matt Cassel from Vikings

Report: Free agents ‘leery’ of Chip Kelly after McCoy trade

Report: Steelers hoping Troy Polamalu retires

Herschel Walker proud of championship cheerleader son

Browns OC wants Johnny Manziel 'obsessed' with football

Arizona Diamondbacks unveil 'The Churro Dog'

Ray Allen announces he will not play this season

Are the Suns built for the present as well as the future?

Ndamukong $uh billboards springing up all over Detroit

WATCH: Russian youth hockey teams brawl in handshake line

Prince played high school basketball in Minnesota

Thoughts on how the Eagles got to the end of the 'Shady' era

David Wright called out prospect for eating during scrimmage

Murray State pitcher’s leg kick is entirely out of hand

Panthers sign emergency goalie during game due to injuries

Tim Lincecum’s last best chance

Ten most underrated players in the NBA

All Sports News
Delivered to your inbox
You'll also receive Yardbarker's daily Top 10, featuring the best sports stories from around the web. Customize your newsletter to get articles on your favorite sports and teams. And the best part? It's free!

By clicking "Sign Me Up", you have read and agreed to the Fox Sports Digital Privacy Policy and Terms of Use. You can opt out at any time. For more information, please see our Privacy Policy.
the YARDBARKER app
Get it now!
Ios_download En_app_rgb_wo_45

Tim Lincecum’s last best chance

Ten most underrated players in the NBA

Stevens: LeBron looks like the MVP

Spiller: EJ Manuel learned not to be 'buddy buddy' with everyone

Ten most underrated NFL free agents

Five potential landing spots for Andre Johnson

Texas-Baylor fight leads to 7 ejections

Mark Cuban will be Prez in 'Sharknado 3'

Report: Redskins interested in Suh

Report: Revis likely to hit free agency

Steve Spurrier joins Twitter

MJ makes Forbes billionaire list

Today's Best Stuff
For Bloggers

Join the Yardbarker Network for more promotion, traffic, and money.

Company Info
Help
What is Yardbarker?

Yardbarker is the largest network of sports blogs and pro athlete blogs on the web. This site is the hub of the Yardbarker Network, where our editors and algorithms curate the best sports content from our network and beyond.