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Kevin Samuels and Gematria gone too soon RIP.mp4 from Christopher Campbell on Vimeo.
Samuels rose to social media fame for videos like this, with controversial relationship and dating advice, offering highly critical remarks about women — many of whom were Black — determining their “value” based on their appearance, age, income and number of children.
So when news circulated about his death at 57 last week, it sparked mixed reactions from those familiar with his channel. On one hand, there were those who saw his viral comments as sexist toward women, stereotypical of men and perpetuating a long-held divide between Black men and Black women. On the other hand, his many supporters saw Samuels as a relatable truth-teller — and the critical reaction to his death as disrespectful.
From fans to hate-watchers, though, Samuels’ appeal was his willingness to say what he wanted, however he wanted to say it, said Julie Wadley, founder and CEO of Eli Simone LLC, a personal matchmaking and coaching firm in North Carolina.
Wadley said many Black men feel they were always blamed for why Black men and Black women can’t have healthy relationships. Instead, she said, Samuels became known for laying this perceived blame on women, too.
While some Black men saw Samuels as a hero because he “said things to women that most men weren’t saying,” she said, his videos also further stoked long-held divisions in a manner that many found demeaning to Black women.
Popular culture started embracing Black women and celebrating Black love, “and then here comes Kevin Samuels, who blew that to smithereens,” Wadley said. “So now we’re back to being on two sides of the room, staring at each other like, ‘OK, we can’t come to an agreement because we just can’t see eye to eye.’”
“I get a rep of hating Black women,” Samuels said in a February interview with rapper Nicki Minaj, “and it’s far from that. There are over 50 Black women who report that they’ve gotten married as a result from watching my content.” Yet, they were still at the center of criticism from Samuels, who once said Black women exist at the “opposite end of the spectrum on all ranks.”
Samuels, an image consultant, started his YouTube channel in 2015 and gave advice to men, with one 2017 video explaining 15 things men should have, which included a tailored suit and a sense of humor. Eventually he shifted his target audience to women — which proved successful, growing his online presence to nearly 1.5 million YouTube subscribers, 299 million video views and 1.2 million followers on Instagram.
But much of his content took aim at the same Black women who grew his brand. Some of his recent videos are titled, “Women Should Let Men Use Them,” “Narcissistic Modern Women Are Driving Men In-sane?” and “Are Modern Women Proud to be Selfish?”
Among his millions of followers is Leonardo Jacobschild of Houston, who said he was drawn to Samuels’ content because his directness “seemed like a breath of fresh air people needed to hear.”
Jacobschild, 38, said he has watched Samuels’ videos for years. While he was drawn to Samuels’ advice on men working, investing and saving before getting into a relationship, Jacobschild said it was similar to what he had learned on his own through experience. He said he was drawn to Samuels’ videos because they gave a voice to Black men. He also said he sometimes watched the content with his wife of 11 years, who often agreed with Samuels.
Jacobschild said he was shocked when he learned of Samuels’ death, and he promptly tried to verify whether it was true. Once it was confirmed, he noticed the deluge of posts celebrating Samuels’ death, prompting him to tweet about it himself.
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Capital Steez.m4v from Christopher Campbell on Vimeo.
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XXXTENTACION - Do You Know Da Wae (Only X Verse)(480p).mp4 from Christopher Campbell on Vimeo.
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