I’ve encountered the N-word on social media more lately than ever. One such instance — on Instagram — has proven interesting.
A white, middle-aged, mid-rate bass fisherman named James out of Lake Fork, TX, experienced a recent breakthrough in earnings. He didn’t hook a big fish in the literal sense — James took home a paltry $3,771 in tournament winnings in all of 2024, down from $7,759 in 2023. Granted, he probably generates some income from endorsements. But it really can’t be that much — his last top ten finish and significant (five-figure) tournament haul came in 2017. No, judging by his Bassmaster tournament finishes, he’s just getting by.
Rather, James went viral on Instagram. His song and dance conjuring the masses is an ongoing allusion to the N-word, which happens to be included in his legal last name. A (seemingly) white man, making money from the N-word. But also, I suppose, his name and likeness?
Although James had been posting on Instagram for years, his breakthrough didn’t come until he started introducing himself by his full name in Instagram posts. Only then did his unique talent reach the masses. His original viral video, posted in July 2024, has garnered 186,000 likes and over 3,800 comments to date. I saw the post months after it was made, confused as to why the algorithm had pushed it across my feed — I haven’t gone, much less shown an interest in, fishing since I was in high school.
I toggled the sound on on my phone and restarted the video. It took less than one second for the answer to emerge:
I carried on, watching the video in its entirety, looking for anything interesting to explain the engagement. Nada. That this gentleman’s last name begins with five of the six letters in the N-word is the only reason. James Niggemeyer. Huh. The guy surely knows what he’s doing based on what he’s observed — he must, I thought.
Indeed, in each ensuing post Mr. Niggemeyer proceeds to give the ole’ salutation right off the top. He understood the assignment:
The comments on posts when he does state his name are, depending on who you are and what you believe, hilarious and offensive:
It would not surprise me if James hired a team after a little taste of virality. He’s handling his newfound schtick with gravitas. And surely he’s seen the comments — he does engage with the ones that are actually fishing-related:
It stands to reason that he must also see comments such as this one, encouraging him to sell merch:
Lo and behold, he began selling merch. The comments on his merch-promoting posts are equally hilarious and offensive:
They are also, perhaps, equally unsurprising:
The “Team Niggemeyer” apparel rollout has been a success, according to the man himself: he posted a video in October thanking everyone for purchasing the merch.
I get mixed feelings around someone profiting from the N-word. On the one hand: free speech, hell yeah James, do your thing. On the other hand: what a cheap and frankly sinister ploy for a guy who claims to be an ardent and faithful follower of his lord and savior Jesus Christ. It feels disingenuous, and unbecoming of a Christian.
