Taking his advice was like ‘chewing broken glass’: the short life of dating guru Kevin Samuels

The self-styled expert was quick to criticize Black women in the relationship sphere – and sympathy over his death was in short supply

As a source of dating advice, Kevin Samuels would seem a last resort for America’s Black women. On his YouTube show and podcasts, Samuels criticized Black women for being old and out of shape, and for having children out of wedlock. He sneered at “modern women” who flaunted their multiple college degrees and boasted of their independence. He dropped these bombs in the softest voice, in a tailored suit, and bathed in mood lighting with a funky kinetic energy sculpture on his desk.

Yet many women not only tuned in to Samuels in droves, they cued up to Zoom into his show – some in hopes of putting the self-made image consultant turned relationship expert in his place. When Samuels suddenly died last Thursday in Atlanta at 57, as his star was still rising (the Fulton county medical examiners office has not yet revealed a cause of death), his many detractors reacted like Munchkins at the feet of the Wicked Witch of the East. The overwhelming lack of sympathy for Samuels – whose mother reportedly found out about his death as speculation raged online – comes down to his profiting from dismissing single Black women over 35 as “leftovers” whose unrealistic desire for “high-value men” would doom them to a lonely death.

On a recent episode of the Fox Soul streaming show Cocktails with Queens, the actor Vivica A Fox called Samuels’ death karma payback. “This man was a hypocrite, in my honest opinion,” she said. “He insulted African American women on a consistent basis.” In a Mother’s Day sermon, the preacher-influencer Jamal Bryant indirectly singled out this “high-powered man” for allegedly needing “a GoFundMe for his funeral”. The many women in Bryant’s congregation ate this up.

Still, just as many Black celebrities have rushed to defend Samuels. “Love him or hate him,” said the actor Marlon Wayans, “he spoke his truth. If you hated [him] why tune in?” The rapper turned comedian TI scorned the gleeful reactions to his death as a “fucking travesty” while branding Samuels’ haters as “despicable” and “bullies”. “Whatever he did, he did it, and [he’s] gone,” said the Why You Wanna emcee. “He got away with it.”

Besides his mother and daughter, Samuels is survived by his legion followers in the online community known as the “manosphere”, a sort of digital bathhouse for naked pushback against feminist ideology and the reprisal of traditional gender norms.

Casually drawing on relationship and income statistics, Samuels delighted in playing the role of market adjuster and scolding “average” Black women for pursuing Black men in the Talented Tenth – good-looking men with minimum six-figure incomes, no kids, no priors, and no hangups in bed. According to Samuels, guys mainly wanted women who were “fit, feminine, friendly, cooperative and submissive”. He barely had patience for callers who defied that description, and regularly played those clashes with them for laughs. And this was against the backdrop of Black women having a tough enough time being taken seriously online, let alone settling down.

More than 30,000 people signed an online petition calling on YouTube and Instagram to de-platform Samuels, believing he had “galvanised a community of men of all races and nationalities in the outspoken hatred of women”. To many, Samuel’s polished and bespectacled presentation was little more than a pseudo-intellectual cover for misogynoir. “I think he has had an outsized impact on poisoning the social discourse between Black men and Black women around matters of love, dating and intimacy,” the Rutgers women’s studies professor Brittney Cooper wrote in a recent Facebook post, after Samuels used a clip of her talking about racism and fatphobia as an example of a low-value woman. “I hope that the Black women who liked Kevin’s work stop letting the latest brother with relationship advice exploit your pain.”

Samuels’ public persona wasn’t always such a troll. A chemical engineering major who segued into a career in marketing, Samuels established himself on social media as a self-improvement coach and tastemaker (“the godfather of style”, he called himself), hipping men to the coolest clothes, watches and fragrances.

But Samuels eventually saw the bigger audience for relationship content, and quickly distinguished himself by doubling down on the “negging” techniques that undergirded the pickup artist craze of the early aughts. It’s a blueprint that launched the mainstream success of Steve Harvey. Before he was widely known as the avuncular host of Family Feud and the Miss Universe pageant, Harvey was writing plainspoken relationship manuals for Black women and spinning them into the box-office topping Think Like a Man franchise.

After one video sizing up a woman as “average at best” drew millions of views, Samuels was essentially rebooted as a relationship expert. In another oft-shared video he writes off a proudly curvy Black female caller as “running back-sized.” Before his death, Samuels had amassed more than 1.4 million YouTube subscribers and more than 1.2 million Instagram followers. Mainstream renown wasn’t much farther off.

Already, Samuels was a fixture of the Black gossip blogs for his viral put-downs and for his interviews with Nicki Minaj, Future, and the social media influencer Brittany Renner. Those same blogs were quick to hypothesise about the chaotic circumstances of Samuels’ death and echo reports that the ultimate high-value man died broke.

But his village of YouTube peers have rallied to debunk those rumours and rebuff what they characterise as efforts to defame Samuels in death. Mostly, they claim he was a tireless worker and shrewd businessman who could be harsh, but all in the interest of uplifting the community overall. In a YouTube eulogy, Melanie King, a Samuels protege who credits him for helping her rebuild from an agonising divorce, likened taking advice from him to “chewing broken glass”.

“We needed that shock,” said King, who thought of Samuels more like a tough dad. “Because, let’s be honest, if he had not been so shocking to so many people, would you even know about him?”

Contributor

Andrew Lawrence in Atlanta

The GuardianTramp

Related Content

Article image
Rose and Rosie: 'We don't really have a filter'
YouTube sensations Rose and Rosie have turned a vlogging hobby into a hit brand. They talk about coming out on camera, posting their wedding online – and why there’s no such thing as oversharing

Keith Stuart

18, Apr, 2017 @6:00 AM

Article image
Technology is taking over my family
Tim Lott says there's too much technology at home - but he's the worst offender

Tim Lott

19, Jan, 2013 @7:45 AM

Article image
This column will change your life: With friends like these… | Oliver Burkeman

We all know not to judge a book by its cover, so why do we take people we 'meet' on social networking sites at face value, wonders Oliver Burkeman

Oliver Burkeman

11, Dec, 2010 @12:02 AM

Article image
Alfie Deyes, the 21-year-old king of YouTube: ‘He’s normal, not like celebrities’
Rhik Samadder: 21-year-old Deyes’s PointlessBlog has millions of followers – most of them breathless teenage girls. Now he’s cashing in on his internet fame with a bizarre book full of blank pages. And who can blame him?

Rhik Samadder

28, Sep, 2014 @3:59 PM

Article image
Taking down Isis material from Twitter or YouTube not as clear cut as it seems
Google et al happy to comply with law, but systems aren't set up to prevent those videos, hashtags and accounts getting online

Charles Arthur, technology editor

23, Jun, 2014 @6:39 PM

Article image
Ashley 'Dotty' Charles: 'Purveyors of hate have turned trolling into a business. We have the power to turn the tables'
By refusing to breathe life into the peddlers of hate we can put them out of a job

Ashley 'Dotty' Charles

13, Aug, 2020 @2:00 PM

Article image
Twitter suspends Infowars' Alex Jones for abuse
Far-right conspiracy theorist will not be able to tweet, retweet or favourite tweets for seven days

Samuel Gibbs

15, Aug, 2018 @9:04 AM

Article image
Zoella Sugg, online queen: followed by millions but ‘cripplingly shy’
Sugg’s videos dispensing beauty and life advice have 307m views, and now she has the fastest selling debut novel ever

Hannah Ellis-Petersen

06, Dec, 2014 @11:36 AM

Article image
Yahoo in rumoured $1.1bn bid to buy white-hot Tumblr

Reports claim board has approved move to buy blogging platform site that could catapult Yahoo back into top flight web firms

Charles Arthur, technology editor

20, May, 2013 @6:55 AM

Article image
What I'm really watching: David Lynch's YouTube channel
LA weather reports, office DIY projects, nature notes … they’re all there in the film director’s daily video blogs about California life, a sunny blessing in lockdown

Pamela Hutchinson

26, Jun, 2020 @12:13 PM