From The Apprentice to Melania: How Amazon Is Betting Big on Trump-Related Content
Amazon’s recent addition of the first season of The Apprentice to Prime Video, along with its plans for more seasons, a documentary, and a docuseries on Melania Trump, signals a significant shift in the entertainment landscape. These high-profile deals come at a time when interest in Donald Trump and his family remains at a high, particularly with his second presidential term underway. Amazon’s decision to invest in these projects, reportedly for $40 million, raises questions about the company's motivations and potential political alignment with the Trump family.
The move is not entirely surprising given the enduring popularity of The Apprentice, a reality competition show that once launched Trump into the national spotlight. The addition of the show to Prime Video seems like a strategic play to cater to an audience still captivated by Trump’s persona. However, the company’s investment in a documentary and docuseries focused on Melania Trump signals a deeper engagement with Trump-related content, potentially aimed at appealing to the president's supporters. While some critics have raised concerns about Amazon’s apparent courtship of the Trump family, especially given Amazon founder Jeff Bezos’s personal history with the former president, others believe the company is simply capitalizing on the public's ongoing interest in Trump.
This marks a notable turnaround from 2015, when NBC severed ties with Trump following controversial comments he made about Mexican immigrants during his presidential campaign. At the time, his statements led to backlash and caused NBC to end its association with The Apprentice. The programming strategy Amazon is employing is reflective of broader trends in television, where there has been a marked increase in content aimed at conservative audiences.
This shift is evident in shows like Tim Allen’s Shifting Gears, which features a gruff, conservative protagonist, and the return of Duck Dynasty, a reality series closely tied to Trump-supporting figures. Even Netflix has joined in, signing deals with conservative comics such as Tony Hinchcliffe, known for his controversial remarks at a Trump rally. This shift in programming also aligns with a growing trend in Hollywood, where Western culture and rural Americana have become prominent themes.
The success of the drama Yellowstone has inspired several similar projects, further suggesting that television networks and streaming services are responding to a perceived demand for content that resonates with conservative values. However, this pivot towards Trump-friendly content also raises concerns about the future of diversity in media.
While there are still projects that celebrate racial diversity, the rollback of diversity and inclusion initiatives at companies like Disney and PBS reflects the broader cultural shift. There is a fear that this new wave of content could overshadow the progress that was made over the last two decades in terms of representation in film and television.
