You will hear the word ‘persona’ thrown around in discussions about standup comedy, as well as in reference to actors and other performers. ‘Persona’ applies to a specific attitude, style, appearance or some combination of those things, of a person, adding up to the externally observable reduction of a personality.
‘Persona’ is similar to the word ‘brand,’ and whereas decades ago ‘brand’ generally denoted a well known corporate product (Coke, Marlboro, Budweiser, Cadillac), nowadays the term just as likely refers to the unique essence of a popular or notorious figure, someone getting a lot of press, chatter and media exposure. Madonna, the Duck Dynasty guys and Dennis Rodman all have brands (respectively, sexy and imperious, folksy and unvarnished, hedonistic and unpredictable).
So these days the terms ‘persona’ and ‘brand’ are almost interchangeable when referring to a comedian. And in comedy, one’s brand can get them new followers quickly, can make their material hit much more powerfully, and it can shield them from what would otherwise be devastating consequences on their career for doing bits or making comments that are considered offensive or highly provocative.
Let’s take some examples. If Jerry Seinfeld, Ellen Degeneres or Brian Regan did jokes on stage, or made statements on a popular podcast, that were considered distastefully profane, overly violent or politically charged and controversial, it’s extremely likely it would be commented about in the press, on social media, at the proverbial “water cooler” at work. Such public utterances would be considered shocking and “out of character for any of those comedians. They would be defying and contradicting their brands, which in all cases are “safe, friendly, universally palatable comedy you can invite whole family or the whole office to.” None of these comedians has pushed the edges already and carved out room for controversy, profanity and potentially offensive opinions. They’ve gained tremendous success and wide audiences with their brand, but their brand also does not allow them to deliver such content with relative impunity and the assent or at least toleration of the the overwhelming majority of their following.
Conversely, if any of the aforementioned categories of “difficult” content come out of the mouths of Bill Burr, Jim Jefferies or Louie CK, not only would there not be much public pushback or surprise, they would actually be rewarded by their following for committing to what the fans have come to love and expect- very edgy material with brutally strong opinions and a tendency to go right up the edge of forbidden or taboo expression. These guys have laid down their chips on one far end of the spectrum and they have very few fans who take offense to such content. In fact, their core fans would actually get angry and likely walk away if said comedians got noticeably clean, polite and un-controversial with their acts.
Where all of this might concern a non-comedian is in the giving of a funny speech for a private, work or other public type of event. Even a non-comedian acting as comedian for the day at an event, can benefit by cultivating a persona or brand that benefits and complements the tone of the speech being given. If the funny speech- whether it’s a wedding speech, best man speech, maid of honor speech or funny corporate speech- has some edge to it, if there is hard, cutting wit in the lines and some darts must be thrown, so to speak, then cultivating a persona of straight-faced, deadpan jester will help the speech giver to pull off the words with aplomb and success.
Think Stephen Colbert, Bill Maher, Jimmy Kimmel or Nicki Glaser-- all are a combination of likable, polished, deadpan, and possessing a wily sharp edge that’s concealed under a very presentable, smooth exterior passing itself off as beyond reproach.
Such a combination adds up to a persona that really helps coat the “bitter pill” of strong, cutting-edge comedy with the “sugar” of a commanding, suave and sure-footed attitude.
