Why I back Raffi Torres & the Phoenix Coyotes

As a public relations professional, I know I must heed caution venturing into the story of Raffi Torres' Halloween costume as it is a rather sensitive subject, but like the Phoenix Coyotes organization, I'm not afraid to express my thoughts on the matter.

Everything I've learned and practiced as a PR professional tells me that I should be disapproving of the organization's stance and support of Raffi Torres' decision but...

I'm fine with it.

I'm fine with Raffi Torres' decision to wear the costume and I'm especially fine with the response from the Coyotes organization.

For the uninitiated, Raffi Torres, Forward for the Phoenix Coyotes of the National Hockey League dressed up as his favourite musical artist, Jay-Z for Halloween. However, Mr. Torres isn't the same skin colour as Mr. Shawn Carter (Jay-Z). This required Torres to "blackface" to achieve a more authentic look.

I can be honest and say that I wasn't all that familiar with the history, stereotypes and connotations of "blackface". Suffice to say, I was disturbed upon performing my research. However, here is why I'm in the Torres and 'Yotes camp.

Raffi Torres was costumed as Jay-Z, his favourite musical artist. His costume did not highlight any demeaning stereotype that a nineteenth-century "blackface" performer would portray. Up until sixty years ago, "blackface" represented archaic connotations that Caucasians believed African-Americans to be lazy, buffoonish and inferior.

The Phoenix Coyotes issued the following statement,

"There was absolutely nothing racist about Raffi and his wife's costumes. Raffi is a huge fan of Jay Z and his wife loves Beyonce. It was a Halloween party. The fact that this was reported is ridiculous. We will have no further comment,"

What you may expect after an incident of this nature, is the following statement,

"The Phoenix Coyotes organization does not condone the decision of Mr. Torres nor does his actions reflect the ideals and principles of the Phoenix Coyotes organization,"

It is rare that an organization will support their employee with significant conviction faced with this type of ordeal. The typical public relations generated statement that may surface following an incident of this nature, a lot like the latter statement, shows the organization to display lack of support for their employee and remain voiceless in a scenario where they can take accountability.

While Torres' costume did not highlight any stereotypes, the 2004 film, 'White Chicks', which featured two African-American police officers (Shawn & Marlon Wayans) going on an undercover mission as two young female socialites, did highlight the stereotype of the rich, blonde, shallow, materialistic, self-centered Hamptonites.


The only issue I may have with the Phoenix Coyotes Communications Department is if they didn't perform thorough research before issuing their statement. I applaud their efforts in supporting their employee but I hope, at minimum, they researched the sensitive nature of "blackface" in the scenario they received backlash for their backing of Torres.

Perhaps, the following statment would have read better in support of Torres.

"We understand the sensitive nature of Mr. Torres' Halloween costume but Raffi is a huge fan of Jay Z and his costume was a tribute to his favourite artist,"

It was an awful summer for the NHL and it certainly didn't end well. In the final days of summer, Philadelphia Flyers Forward, Wayne Simmonds was overheard shouting a gay slur at New York Rangers Forward, Sean Avery. A few days before, Simmonds, who is African-Canadian, in a disgusting act, had a banana hurled at him in an exhibition game in London Ontario. However, we cannot equate the Simmonds situation to the Torres situation because the individual who threw the banana intentionally hurled the banana in malice while Torres' costume was done in a light-hearted manner.

I'm glad I researched the history of "blackface" before writing this but I stand by Raffi's decision to honour his favourite artist and the Coyotes organization to support Torres' decision.

Besides, it's awfully tough thinking of good Halloween costumes every year.