Social Media Means
Social Media Means
Photo: Vlada Karpovich
Josiah Johnson is the NBA Twitter's meme king. He dispatches his social media missives from the comfort of his sofa.
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Read More »Slouched deep into one corner of a velvety couch in his spare bedroom, bare feet propped on a matching ottoman, Josiah Johnson is searching for his big moment, like a point guard probing a defense. His gameday attire includes a faded Seattle SuperSonics T-shirt. His laptop rests comfortably on his thighs, iPhone clutched in his right hand. His more than 246,000 Twitter followers are waiting. The possibilities unfurl on a large flat-screen television in the opener of the NBA’s Eastern Conference finals. Maybe he’ll tweet about a celebrity in the crowd doing something funny. If Jayson Tatum continues to pile up points, maybe the Boston Celtics scorer also will star on Johnson’s timeline. Having played for UCLA in the early 2000s when the retired John Wooden would watch practices, kidding the benchwarmer about dribbling two balls as part of an ambidexterity drill when he could play with only one, Johnson has learned to be quick but never hurry. Finally, as the crowd roars after Miami overtakes the Celtics with a massive third-quarter run, Johnson’s got it. He posts an image of white nationalists hoisting tiki torches during their notorious 2017 march on the University of Virginia. Caption: “Celtics fans right now.” Johnson’s laugh fills the room in his Woodland Hills home. He knows the racial overtones that will roil some in Boston will delight plenty of others in the NBA Twitter community. California Column One: Meet the GOAT of bass fishermen Butch Brown has caught and released well over 1,500 largemouth bass weighing more than 10 pounds. One morning at Castaic Lake, he shares some of his secrets for catching monster fish. Like a politician on election night, Johnson waits for the results to roll in. Twenty-six comments materialize in less than a minute, the bulk of them laughing along with the joke. The king of #NBATwitter has done it again. Checking what amounts to a scoreboard on his phone, Johnson is pleased. “It’s like a drug,” Johnson says of single tweets that have generated as many as 21 million impressions. “It’s a great, refreshing feeling to know that something that was in your brain — that didn’t exist previously, that you put out — just takes off and skyrockets. But it’s also a drug where, if you do it enough, it becomes less and less powerful and now I’m constantly chasing that fix again; I want to get that next thing.” He never refers to himself as a king, except in one of his countless jokes. His Twitter handle, @KingJosiah54, melded his love of Lakers superstar LeBron James — known as King James — and the boy king Josiah from the Bible, as well as the No. 54 that’s synonymous with the Johnson family. Among his many projects, Johnson has spawned an animated show for Comedy Central inspired by his underwhelming basketball career, hosted NBA podcasts and written for the Netflix series “Colin in Black & White” that depicted the fraught rise of NFL star turned social justice crusader Colin Kaepernick. His sensibilities lean heavily toward the culture that infused his youth. Click on his timeline and you might find clips from John Singleton movies or comedy skits from the Wayans family, which Johnson knows personally as a former junior high classmate of Damon Wayans Jr.
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Read More »Johnson, who turned 40 in April, has gone on to outperform deep-pocketed social media teams paid to mimic his style. It’s as if he’s going one-on-five in basketball. And dominating. “Josiah is a voice that we are constantly tracking and following to see what is going to be relevant to our fan base,” said Tyler Price, vice president of content development and production for Bleacher Report and Turner Sports social. “What Josiah has done really well is, instead of breaking down the moment that is happening, he reflects the emotion that we are all feeling around that moment in real time.” Josiah Johnson, who turned 40 in April, has gone on to outperform deep-pocketed social media teams paid to mimic his style. (Myung J. Chun / Los Angeles Times) A victory lap might seem in order, but Johnson knows from experience that success can turn to failure without notice. “I always live in fear of going back to that period where I didn’t work,” Johnson said, “so that’s the s--- that motivates me every day.” The kid liked to have his say, interjecting himself into nearly all family conversations. It didn’t matter if the topic was basketball, movies or the best spot to make a rap video. A nickname — Dewey Centavos — was born in a nod to him always giving parents Marques and Jocelyn Johnson his two cents. It wasn’t long before Marques, who played on Wooden’s final national championship team in 1975 before becoming a five-time NBA All-Star, solicited his son’s input. As a 10-year-old, Josiah helped his father get reps early in his broadcasting career. The boy would pretend to be Chick Hearn giving play-by-play while Marques provided color commentary on cassette tapes popped into the family stereo. It’s like a drug. It’s a great, refreshing feeling to know that something that was in your brain — that didn’t exist previously, that you put out — just takes off and skyrockets. — Josiah Johnson referring to a viral tweet Josiah also helped his father practice lines for his acting roles, including an iconic performance as Raymond, the razor blade-wielding streetballer duped by Wesley Snipes and Woody Harrelson in “White Men Can’t Jump.” “I would kind of gauge, if it was a comedy scene,” Marques said, “how well I was doing just based on his reaction.” There wasn’t much drama when it came to Josiah’s college basketball destination. He had been a ball boy on UCLA’s 1995 national championship team that included his half-brother, Kris. For years, he even possessed a strand of the championship net. Against the advice of his father, who wanted him to consider lesser programs where he could have enjoyed a bigger role, Josiah committed to UCLA on his official visit. A 6-foot-8 forward known for his rebounding instincts, he wore the No. 54 that had graced the jerseys of his father and half-brother. But he never strutted around campus, instead projecting a humility that bordered on shyness. “Joe’s nature and inclination was to show deference and respect to others,” coach Steve Lavin recalled, “yet it was clear he had a thoughtful intellect, wry sense of humor and gift for impersonating. He was an existentialist of sorts and a keen observer of his surroundings, actively taking internal notes.” Josiah Johnson played at UCLA from 2001 to 2005 averaging 1.3 points in 7.3 minutes per game throughout his career. (Courtesy of UCLA Athletics) Those notes were mostly taken from the bench. Johnson was a bit player on teams that reached the NCAA tournament three times but were mediocre by UCLA standards. For his career, Johnson averaged 1.3 points in 7.3 minutes per game. “It was just hard not being able to live up to the standard of excellence that the Johnson name has in basketball circles,” he said, “but to their credit, they were always there for me. Dad was always there, always a positive force. And even now we’ll have talks and [he’ll say], ‘You could have done this or that’ and I’m like, ‘It’s OK, I wasn’t that good.’ ” Johnson and fellow scrubs Quinn Hawking and Ike Williams found humor in their plight, dubbing themselves The S--- Crew while cracking each other up on the bench. Anyone listening closely might have heard some of the same jokes years later on Comedy Central. The show was hailed as the next “South Park.” Comedy Central had greenlit Johnson’s “Legends of Chamberlain Heights,” about three high school benchwarmers who were stars in their own minds. Buoyed by early fanfare, the show was picked up for a second season, prompting Johnson and his friends to chug celebratory 40s. But after the debut episode drew disappointing ratings, Johnson and his colleagues received a chilly reception from company executives at an Emmy Awards party.
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Read More »When the second season was given an unfavorable late-night time slot, Johnson told his co-creators the show probably was getting canceled. What Josiah has done really well is, instead of breaking down the moment that is happening, he reflects the emotion that we are all feeling around that moment in real time. — Tyler Price, vice president of content development and production for Bleacher Report and Turner Sports social He was right. With the show jettisoned in late 2017 and no one in the industry returning his calls, Johnson fell into a funk. He packed on about 50 pounds and considered driving for Uber before the girlfriend who would become his wife, Erinn Noeth-Johnson, whipped out her phone during a heart-to-heart. She hit record, capturing the start of an epic comeback. Column One A showcase for compelling storytelling from the Los Angeles Times. More stories “I’m like, yo, everybody who slighted me, wronged me, they’re going to pay for this s---,” Johnson remembered of his vow. “I’m going to show them and this ain’t the end of me.” The seeds for that rise already had been planted. Comedy Central was either being cheap or savvy — maybe both — when it had asked Johnson to run the social media accounts for “Legends of Chamberlain Heights” in addition to his writing and voiceover duties. He would remain in the office after everyone else left, live-tweeting the show’s East Coast feed to generate interest and build the account. Josiah Johnson dispatches his social media missives from the comfort of his sofa. (Myung J. Chun / Los Angeles Times) Along the way, he taught himself engagement strategies he still uses. Stockpiling images and video clips allowed him to post content quickly. He amassed a Twitter following for the show that numbers more than 67,000 even though it’s been off the air for nearly five years.
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