Lifestyle
NBA Stars Like Jalen Brunson Enlist Social Media Surrogates to Expand Reach in China
Jalen Brunson first experienced the fervor of the N.B.A.’s biggest international market in 2018 when, as a rookie, he traveled with the Dallas Mavericks to China for a pair of preseason games. The trip itself was brief, but the reception that Mr. Brunson and his teammates received left a lasting impression.
“The fandom that basketball brought to that country, I thought it was really cool and interesting and something I wanted to be a part of,” Mr. Brunson said in a recent interview.
Now a star for the New York Knicks, Mr. Brunson, 28, took a crucial step toward that goal before the current N.B.A. season when his representatives at Creative Arts Agency enlisted a digital management company, East Goes Global, to create and run Chinese social media accounts for him. In the months since, Mr. Brunson has gained more than 400,000 followers across five of the country’s major apps: Bilibili, Douyin, RedNote, Weibo and WeChat.
Mr. Brunson is one of several N.B.A. players looking to establish an online presence in China, where millions of people follow the league closely. But given the language barrier and differing societal norms and trends — not to mention an insular Chinese internet where popular western platforms such as YouTube, Instagram and X are blocked and content is reviewed by the government — most have sought help from companies with specific expertise in navigating the digital landscape.
“I think it’s important to understand your audience, and I think a lot of smart people understand what they know and what they don’t know,” Mr. Brunson said. “It was key for me to let someone else do it, because they understand more than me. Even though I am the face of it, they really run it.”
Founded in 2018 by Andrew Spalter, a former music manager who lives in Austin, Texas, East Goes Global is not alone in providing such a service. Coral Lu, a former ESPN reporter, handles the Chinese social media accounts for Kawhi Leonard of the Los Angeles Clippers and Paul George of the Philadelphia 76ers. The IMG-owned company Mailman, based in Shanghai, manages 30 accounts for 14 active players.
“For the player, some people are really motivated by engaging with their global audience, and in cultures where basketball is huge,” said Matthew Spalter, the chief operating officer of East Goes Global, who is Andrew’s brother. “There’s also the business perspective: ‘During my basketball career, how can I scale my business? And, post-career, how can I make sure I’m not gone forever?’”
The player-led push is coming at an important time for relations between the N.B.A. and China. In October 2019, a year after Mr. Brunson’s trip, a pro-Hong Kong social media post from Daryl Morey, then the general manager of the Houston Rockets, led to China pulling N.B.A. games off national television and ending the N.B.A. China Games, which had been played annually since 2012.
The freeze from Mr. Morey’s post, however, has significantly thawed, and the league is planning to play two exhibition games next October in the Chinese territory of Macau. With help from groups like East Goes Global, some players will be ahead of others should the relationship between the league and China return to its previous heights.
The work of the groups typically begins by reaching out to the various platforms to verify the player’s accounts — and often, as with Mr. Brunson, creating them in the first place. But further measures can be required, as when the team at Mailman helped an N.B.A. All-Star client recover his page on Douyin, China’s equivalent of TikTok, after it had been taken over by a mysterious third party that was posting spam content.
Next comes the process of creating content for a Chinese audience. Success, according to the people involved, goes beyond simply using the native language in captions and adding trending background music.
“Mirroring the same content on your Chinese channels as your western ones really isn’t diving deeper into that Chinese culture,” said Michael Lin, a vice president of digital at Mailman who oversees its U.S. sports operation. “Athletes do a lot better when they’re creating personalized content that’s speaking to the Chinese fans.”
For Mr. Brunson, this has meant meeting periodically with East Goes Global staff members to film exclusive videos for his Chinese accounts, including a marathon two-hour session heading into last month’s Chinese New Year during which he sampled Chinese snacks and wrote his name in Chinese characters.
“I thought that was really cool,” he said.
There are numerous business possibilities for N.B.A. players in China. Some have gone on huge tours across the country. Others have signed endorsement deals with Chinese shoe companies. James Harden, a star for the Clippers, sold 10,000 bottles of wine in five seconds during a Douyin livestream.
But Mr. Lin has noticed a particular uptick in requests from players who cite another source of motivation: getting fan votes for the All-Star Game.
The ideal playbook, in that regard, was laid out last season, when Tyrese Haliburton of the Indiana Pacers rode a wave of Chinese social media support to lead Eastern Conference guards in fan voting, earning a surprising spot as a starter for the 2024 All-Star Game.
“I know people see a player in Indiana and don’t expect that,” Mr. Haliburton said at the media day for that game, “but the love I’ve received from my fans in China has been amazing.”
According to Matthew Spalter, Mr. Brunson’s team at C.A.A. similarly approached East Goes Global about executing a “massive All-Star push” for this year’s game. The results? Even though Mr. Brunson finished third among Eastern Conference guards on fan ballots, he was named a starter under the league’s weighted voting formula, which also incorporated votes from the news media and the players.
“I think it helped a lot, and I’m really appreciative of it,” Mr. Brunson said in February of the help from Chinese fans, adding that he planned to post a message of gratitude after the All-Star break.
Sure enough, a week or so later, a 44-second video was uploaded to Mr. Brunson’s account on Bilibili, China’s equivalent of YouTube. The video features behind-the-scenes footage from his trip to the game in San Francisco.
“Thanks to my friends at Bilibili for voting and supporting me,” the caption read — in Chinese characters, of course.
Lifestyle
No matter what happens at the Oscars, Delroy Lindo embraces ‘the joy of this moment’
Delroy Lindo is nominated for an Oscar for best supporting actor for his role in Sinners.
Rebecca Cabage/Invision/AP
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Rebecca Cabage/Invision/AP
Over the course of his decades-long career on stage and in Hollywood, Sinners actor Delroy Lindo has experienced firsthand what he calls the “disappointments, the vicissitudes of the industry.”
On Feb. 22, at the BAFTA awards in London, Lindo and Sinners co-star Michael B. Jordan were the first presenters of the evening when a man with Tourette syndrome shouted a racial slur.
Initially, Lindo says, he questioned if he had heard correctly. Then, he says, he adjusted his glasses and read the teleprompter: “I processed in the way that I process, in a nanosecond. Mike did similarly, and we went on and did our jobs.”
Lindo describes the BAFTA incident as “something that started out negatively becoming a positive.” A week after the BAFTAs, he appeared with Sinners director Ryan Coogler at the NAACP awards.

“The fact that I could stand there in a room predominantly of our people … and feel safe, feel loved, feel supported,” he says. “I just wanted to officially, formally say thank you to our people and to all of the people who have supported us as a result of that event, that incident.”
Sinners is a haunting vampire thriller about twins (both played by Jordan) who open a juke joint in 1930s Mississippi. The film has been nominated for a record 16 Academy Awards, including best actor for Jordan and best supporting actor for Lindo, who plays a blues musician named Delta Slim.

This is Lindo’s first Oscar nomination; five years ago, many felt his performance in the Spike Lee film Da 5 Bloods deserved recognition from the Academy. When that didn’t happen, Lindo admits he was disappointed, but he had no choice but to move on.
“I have never taken my marbles and gone home,” he says. “And I want to claim that I will not do that now. I will continue working.”
Interview highlights
On his preparation to play Delta Slim

Various people have mentioned … [that] my presence reminds them of an uncle or their grandfather, somebody that they knew from their families, and that is a huge compliment, but more importantly than being a compliment, it’s an affirmation for the work. My preparation for this started with Ryan sending me two books, Blues People, by Amiri Baraka — who was [known as] LeRoi Jones when he wrote the book — and Deep Blues, by Robert Palmer.
Lindo, shown above in his role as Delta Slim, says director Ryan Coogler “created a sacred space for all of us” on the Sinners set.
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Warner Bros. Pictures
In reading those books and then referencing those books, continuing to reference those throughout production, I was given an entrée into the worlds, the lifestyles of these musicians. There’s a certain kind of itinerant quality that they moved around a lot. The constant for them is their music, so that there is this deep-seated connection to the music.
On being Oscar-nominated for the first time — and thinking about other Black actors, including Halle Berry and Lou Gossett Jr., who had trouble getting work after their wins
I will not view it as a curse, because I am claiming the victory in this process, no matter what happens. … In terms of this moment, I absolutely am claiming, as much as I can, the joy of this moment. I’m not saying I don’t have trepidation, I do. It’s the reason I was not listening to the broadcast this year when the nominations were announced. I did not want to set myself up. But I’m … attempting as much as I can to fortify myself and know in my heart that I will continue working as an actor. I absolutely will.
On being “othered” as a child because of his race
Because my mom was studying to be a nurse they would not allow her to have an infant child with her on campus, so as a result of that, I was sent to live with a white family in a white working class area of London. … I was loved, I was cared for, but as a result of living with this family in this all-white neighborhood, I went to an all-white elementary or primary school. And I was literally the only Black child in an all-white school.
So one afternoon, after school had ended, I was playing with one of my playmates … And at a certain point in our game, a car pulls up, and this kid that I was playing with goes over to the car and has a very short conversation with whomever was in the car, which I now know was his parent, his father. He comes back and he … says, “I can’t play with you.” And that was the end of the game.
On the experience of writing his forthcoming memoir
It’s been healing, actually. I’m not denying that it has opened me up. I’ve been compelled to scrutinize myself. I’m using that word very advisedly, “scrutinized.” It’s a scrutiny, it’s an examination of oneself. But in my case, because a very, very, very significant part of what I’m writing has to do with re-examining my relationship with my mom. And so my mom is a protagonist in my memoir. I’m told by my editor and by my publisher that one of the attractions to what I’m writing is that it is not a classic “celebrity memoir.” I am examining history. I’m examining culture. I’m looking at certain passages of history through the lens of the “Windrush” experience [of Caribbean immigrants who came to the UK after World War II].
On getting a masters degree to help him write his mother’s story
My mom deserved it. My mom is deserving. And not only is my mom deserving, by extension, all the people of the Windrush generation are deserving. Stories about Windrush are not part of the global cultural lexicon commensurate with its impact. The people of Windrush changed the definition of what it means to be British. There are all these Black and brown people, theretofore members of what used to be called the British Commonwealth. And they were invited by the British government to come to England, the United Kingdom, to help rebuild the United Kingdom in the aftermath of the destruction of World War II. My mom was part of that movement. They helped rebuild construction, construction industry, transportation industry, critically, the health industry, the NHS, the National Health Service. My mom is a nurse.
The reason that I went into NYU was because my original intention was to write a screenplay about my mom. I wanted to write a screenplay about my mom because I looked around and I thought: Where are the feature films that have as protagonist a Caribbean female, a Black female, where are they? … I wanted to address that, I wanted to correct that, what I see as being an imbalance.
Ann Marie Baldonado and Susan Nyakundi produced and edited this interview for broadcast. Bridget Bentz, Molly Seavy-Nesper and Beth Novey adapted it for the web.

Lifestyle
Britney Spears Open to Treatment Plan as Team Weighs Options
Britney Spears
Open to Treatment Plan After DUI Arrest, Source Says
Published
Britney Spears‘ team is hoping the judge mandates treatment for the pop star over jail time following her Wednesday DUI arrest … and Britney isn’t fighting them on that, TMZ has learned.
Sources familiar with the situation tell TMZ … Britney is willing to comply with a treatment and support plan.
We’re told her team is in the early stages of developing a plan and they’re exploring multiple options, including mental health services, detox, and dual-diagnosis programs.
It’s unclear whether she would do inpatient or outpatient treatment, and it’s also unclear whether she would enter treatment before her May 4 court date.
Broadcastify.com
We broke the story … Britney was pulled over by California Highway Patrol officers around 9:30 PM Wednesday in Westlake Village, CA, not far from her home. She was later taken to a hospital — not for any injuries, because we’re told she didn’t sustain any — but to draw her blood to determine her blood alcohol content.
According to CHP, she was arrested for “driving under the influence of a combination of drugs and alcohol.”
Sources familiar with the investigation told us an unknown substance was found in Britney’s car, which was sent to be tested.
Britney’s manager, Cade Hudson, previously told TMZ … “This was an unfortunate and inexcusable incident. Britney will take the right steps, comply with the law, and we hope this marks the start of long-overdue change in her life. She needs help and support during this difficult time. Her boys will be spending time with her, and her loved ones are putting a plan in place to set her up for success and well-being.”
Lifestyle
If you loved ‘Sinners,’ here’s what to watch next
Michael B. Jordan plays twin brothers Smoke and Stack in Sinners.
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Warner Bros. Pictures
Ryan Coogler’s supernatural horror stars Michael B. Jordan playing twin brothers who open a 1930s juke joint in Mississippi. Opening night does not go as planned when vampires appear outside. “In a straightforward metaphor for all the ways Black culture has been co-opted by whiteness, the raucous pleasures and sonic beauty of the juke joint attract the interest of a trio of demons … they wish to literally leech off of the talents and energy of Black folks,” writes critic Aisha Harris. The film made history with a record 16 Academy Award nominations.


We asked our NPR audience: What movie would you recommend to someone who loved Sinners? Here’s what you told us:
Near Dark (1987)
Directed by Kathryn Bigelow; starring Adrian Pasdar, Jenny Wright, Lance Henriksen
If you want another cool vampire movie with Western kind of vibes, check out Kathryn Bigelow’s Near Dark — super underseen and kind of hard to find, but really gritty and sexy and another very different take on what you might think is a genre that had been wrung dry. – Maggie Grossman, Chicago, Ill.
30 Days of Night (2007)
Directed by David Slade; starring Josh Hartnett, Melissa George, Danny Huston
It follows a group of people in a small Alaskan town as they struggle to survive an invasion of vampires who have taken advantage of the month-long absence of the sun. Both this and Sinners revolve around a vampire takeover and the people’s fight to outlast the “night.” – Nathan Strzelewicz, DeWitt, Mich.
The Wailing (2016)
Directed by Na Hong-jin; starring Kwak Do-won, Hwang Jung-min, Chun Woo-hee, Jun Kunimura
In this South Korean supernatural horror film, a mysterious illness causes people in a quiet rural village to become violent and murderous. A local police officer investigates while trying to save his daughter, who begins showing the same disturbing symptoms. The film blends folk horror, religion, and psychological dread, exploring themes of faith, evil, and moral weakness. Like Sinners, it centers on a supernatural force corrupting a close-knit community, builds slow-burning tension, and examines spiritual conflict and human frailty. – Amy Merke, Bronx, N.Y.
Fréwaka (2024)
Directed by Aislinn Clarke; starring Bríd Ní Neachtain, Clare Monnelly, Aleksandra Bystrzhitskaya
In this Irish folk horror film, a home care worker, Shoo, is assigned to stay with an elderly woman who’s convinced she’s under siege by malevolent fairies. Like Sinners, Fréwaka blends folk traditions and social commentary with horror. The social failures Shoo copes with (untreated mental health issues, religious abuse) are just as frightening as the supernatural forces. – Kerrin Smith, Baltimore, Md.
And a bonus pick from our critic:
Ma Rainey’s Black Bottom (2020)
Directed by George C. Wolfe; starring Viola Davis, Chadwick Boseman, Glynn Turman
This is an adaptation of August Wilson’s play about a legendary blues singer (Viola Davis) muscling through a recording session with white producers who want to control her music. Chadwick Boseman’s blistering in his final role. – Bob Mondello, NPR movie critic
Carly Rubin and Ivy Buck contributed to this project. It was edited by Clare Lombardo.
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