“Law & Order: Special Victims Unit” has been running since 1999, and Ice-T has been there since almost the beginning.
The rapper turned a four-episode stint in the show’s second season into a permanent role as Detective Odafin “Fin” Tutuola. Nearly 30 years later, as the show gears up for the premiere of its 28th season, Ice-T sat down to talk about his career and the cultural impact of “Law & Order: SVU” at the Variety Experience and Culture Summit: The IRL Advantage presented by OUTFRONT.
Ice-T recalled being told he was the longest-running actor in U.S. television history after 21 seasons of “SVU.” He attributed the show’s staying power to the nature of the series: “First off, it’s a whodunit. Everybody loves a whodunit. Secondly, it’s not only entertainment; it’s also therapy.”
His co-star Mariska Hargitay created the Joyful Heart Foundation in 2004 to support survivors of sexual assault, domestic violence and child abuse. Ice-T described the thank-yous he has received from women who saw justice served on the show that they might not have seen in real life, and said he was proud to be part of something that has been so impactful.
Ice-T credits his musician background as helping him know how to interact with fans. Music is also where his passion still lies. “For me to be in films and television is fun, but doing music is a whole ‘nother thing because I write, produce and direct the whole thing.”
For Marshall, the compelling part of the brand equity that comes with an anniversary like NBC’s centennial is the generational aspect. “We have 22-year-olds who start every week at our company, and they all get in the elevator and take a picture of the peacock carpeting,” he said. Although people consume NBC’s content in different ways than in 1926, they still consume it.
It’s a cultural moment like this that makes Zaluzec eager to get involved. Volkswagen created a commercial in partnership with “SNL’s” 50th anniversary last year in a spin on the classic “The Californians” sketch.
At Xfinity, Scelzo sees these moments as an avenue to tap into culture in a relevant way: “When I really look beyond the idea of connecting you to stories of love throughout 100 years, we are literally the connection into your home to connect you to culture.”
“You can’t force yourself into the moment, right?” Scelzo echoed. “You’re going to have to earn your right to be there.”
Xfinity sponsored a countdown clock to NBCUniversal’s 100th anniversary special on Dec. 10. “It’s one thing to capitalize on the moment,” Szelco said of the activation. “It’s another way to show up in a way that feels meaningful.”
