The promos weren’t always about the words themselves, according to David Sahadi, a veteran television producer who helped shape some of the most memorable characters in professional wrestling history. Sahadi, whose work spans both WWE and TNA (now Impact Wrestling), recently discussed his career and modern book, “Backstage Pass,” revealing the often-unconventional creative processes behind iconic moments like Edge’s brooding debut and Steve Austin’s explosive rise to stardom. His insights offer a rare glimpse behind the curtain of a world built on spectacle and carefully crafted personas, a world where sometimes, the best ideas come from embracing a little bit of “chicken salad out of chicken shit,” as he puts it.
Sahadi’s career has been defined by a knack for understanding what resonates with audiences, often by subverting expectations. He’s not a wrestler, a commentator, or a promoter; he’s the architect of the moments that *craft* those things matter. His book delves into the collaborative – and sometimes chaotic – world of wrestling production, offering stories about Hulk Hogan, The Rock, Kurt Angle, and countless others. But it’s the anecdotes about finding the right creative spark, the moments where a concept was on the verge of failing, that reveal the true artistry involved in building wrestling legends.
Finding the Edge: From Poetry to Mystery
One of Sahadi’s most striking recollections centers on the debut of Adam Copeland, who would become known to millions as Edge. The initial direction from creative was to present Edge as a poetic, Jim Morrison-esque figure, reciting verse by candlelight. Sahadi, however, wasn’t convinced. “I didn’t feel it at all,” he explained in a recent interview. “He didn’t have the kind of voice to where he seemed like a wordsmith. He didn’t come off like a Jim Morrison type character, he was almost too good looking.”
Instead of forcing a concept that didn’t fit, Sahadi pivoted. He took Copeland outside, filming him emerging from a subway station, shrouded in mystery and a borrowed trench coat – a coat that, as Sahadi amusingly recalled, barely reached Edge’s knees due to his height. Crucially, he replaced Copeland’s spoken-word performance with a female voiceover, delivering the now-iconic line, “Do you really know me?” This simple change, Sahadi believes, was pivotal. “If you had heard him speak, him reading poetry, I don’t reckon his character would have ever really taken off,” he said. The ambiguity, the unseen voice, created a mystique that captivated audiences and launched Edge’s career. You can observe the original vignette here.
The Birth of “Stone Cold”: Glass, Dogs, and a Yankees Loss
Sahadi’s knack for turning creative challenges into triumphs is perhaps even more evident in the story of Steve Austin’s transformation into “Stone Cold.” The turning point, he recalls, came during a 1996 World Series game – a game the New York Yankees lost, much to Sahadi’s chagrin. Austin was struggling with a promo, and the initial takes were, in Sahadi’s words, “horrible.” Desperate for a breakthrough, Sahadi and a colleague began writing lines for Austin on the spot, including the now-famous taunt directed at Bret Hart: “Bret Hart, pink tights and sparklers!”
They instructed Austin to repeat Hart’s name three times, layering multiple takes to create a frenzied, aggressive delivery. But the truly bizarre – and ultimately brilliant – addition came from an unexpected source: footage of Doverman Pinchers, a breed of dog, stolen from a video game. “We mixed it in with some footage of some Doverman Pinchers that we stole from a video game… It was over 20 years ago so I don’t think People can get sued for it now,” Sahadi said with a laugh. The resulting promo, punctuated by the sound of shattering glass – which would become a signature element of Austin’s theme music – resonated with audiences and cemented Austin’s anti-hero persona. Sahadi firmly believes this promo was instrumental in Austin’s ascent to becoming one of wrestling’s biggest stars.
Beyond the Ring: Emotion, Commercials, and TNA’s Potential
Sahadi’s creative vision extended beyond promos and into the realm of commercial production. He emphasized the importance of emotion, recalling advice from WWE Chairman Vince McMahon, who always prioritized emotional impact in matches. One commercial he particularly enjoyed was for SummerSlam, featuring Brock Lesnar delivering an F5 to a shark. “A lot of the commercials now run down the card but they don’t really appeal to the casual fan,” Sahadi noted. “But, something like the Brock commercial could appeal to the casual fan who might not know much about the show but be intrigued by the spot.”
Sahadi also reflected on his time with TNA Wrestling, believing the promotion had the potential to become a legitimate competitor to WWE, particularly around 2009 with a roster featuring stars like AJ Styles, Samoa Joe, and Kurt Angle. He estimated TNA was drawing between 1.5 and 2 million viewers weekly during that period. However, he felt the attempt to relaunch “Monday Night Wars” in 2010 was doomed to fail, citing the stark contrast in production scale between TNA’s smaller venues and WWE’s arena shows. He pointed to 2012 as TNA’s most creatively successful period, praising the decision to run live shows weekly. He was critical of the debut of TNA Impact on AMC, stating it “looked bad” and lacked the energy and action needed to attract a new audience, even suggesting the ring size appeared smaller than the advertised 16 feet.
Sahadi’s career is a testament to the power of creative problem-solving and the importance of understanding what truly connects with an audience. His book, “Backstage Pass,” offers a compelling look at the inner workings of professional wrestling, revealing the often-unseen artistry that goes into creating the larger-than-life characters and moments that define the industry.
Sahadi’s insights come at a time of continued evolution in professional wrestling, with WWE and AEW dominating the landscape. The industry continues to grapple with balancing tradition and innovation, and Sahadi’s experiences offer valuable lessons for those seeking to capture the imagination of fans. His book is available on Amazon and at other major book retailers.
What are your favorite wrestling promos of all time? Share your thoughts in the comments below, and be sure to share this article with fellow wrestling fans!
