Selema Masekela on Diversity in Surfing: ‘Hopeful and Optimistic’

For decades, now, Selema Masekela has been the face and voice of action sports – from hosting the X Games, to commentating the Olympics, to various other projects from Red Bull to VICE and others. There was a good chunk of time, when, if you flicked on the TV to watch anything related to surfing, skateboarding, or snowboarding, Selema’s smooth baritone was there, too.

It’s been a while since Selema – FKA “Sal” – was behind the mic. However, his voice still permeates the world of action sports, although perhaps in a different capacity, as a vocal advocate for inclusion and diversity in the historically whitewashed space. He’s outspoken on the matter, and rightfully so, as the racial gatekeeping of action sports is something Selema knows firsthand, growing up surfing and skateboarding in Carlsbad, CA in the 1980s. And as the son of musician and activist Hugh Masekela, it’s in his blood.

But now, Selema is back behind the lens with a new series, The Team Ignition Show, which follows risk-takers and adrenaline-junkies inside the cockpit (literally) for a behind-the-scenes look at why these people do what they do. So, with the show as a foot in the door, we caught up with Selema to talk about the state of surfing, inclusivity, and more.

SURFER: Tell us about the new show.

Selema Masekela: It’s a really interesting look at risk-takers. In my career, most of what I do is storytelling, and contextualizing for the core audience and the larger audience. The calculated risk of these high-performance activities – surfing, snowboarding, skateboarding, freestyle mountain biking, freeride motocross. We wanted to take a look at these peoples’ jobs that are loony to most of us, and get a sense of the unique mind that it takes to engage in calculated risks.

And you know me. Don’t threaten me with a good time, especially if I get to go experience some of it. So, I got to go and hang out with the only female pilot in the world, who is an acrobatic pilot and a stunt racer. I got in the plane and got loose. Next thing you know we’re 4,000 feet, the engine is falling, and we’re flipping in a controlled plane crash.  

It was awesome; it was beautifully terrifying.

You’ve been in action sports for decades. What’s happening now that’s got you hyped?

This time of the year is really cool in skating, because it’s when all the biggest parts drop. Then, in surfing, I’m excited about this new restored order of the Tour. Hawaii is finally being restored back to its rightful place in deciding world champions. Thank you for our time together, Final Five, but good riddance. [Laughs.] John, Medina, Steph, and Carissa coming back to the show. Them, against this absolutely savage next generation of youngsters. I’m really excited for the old and the new to matchup. Then, Yago, how unflinched and unphased he will be. But also, with John and Gabe returning, he’ll have to prove himself with those dudes.

In a post George Floyd world, how are you seeing surfing and surf culture evolve?

It’s been twofold. As I very much expected, the brands that felt like they needed to change, they’ve all gone back to what they’re doing and not really caring. Then, it’s been cool to see brands like Billabong sign people like Cherif Fall, and use the surf culture of Senegal as part of their marketing, as opposed to being performative. And having it feel inclusive. Then, looking at Black Surfers Collective, Un Mar de Colores, Ebony Surf Club, Textured Waves, all these organizations that do the work. That’s a movement that I suspect is going to transcend and become a brand that showcases what surfing looks like to the world.

There’s also, because of the political climate we find ourselves in, there’s the side of people who deem inclusivity of marginalized groups who remain loud and ignorant. And I’m unsurprised that they haven’t changed their tune. The pendulum was never going to turn where we were passed that. Surfing unfortunately, for a certain sector of the population, they feel they have ownership of. Their entire identity is wrapped in it. It offends them. That part is sad, but unsurprising.

At the same time, Mikey February is who people look to when they think about surfing. He’s the aspirational touchstone of what people want to be, and surf, like. That’s a testament to how much progress we have made. I remain hopeful and optimistic.

You’re pretty outspoken and honest on social media, chiming in on hot topics within our niche world of boardsports. Why is dialogue important in today’s culture?

Social media started as, like, flashback Fridays and food photos. Today, it’s something much more. It’s become a landscape for wrestling of ideology. For me, I’m the son of an activist. My father was wholly outspoken, perhaps to the detriment of his financial success. His label told him not to make these records. But he did it anyway. People say to me, ‘Don’t you worry about your brand deals? Why don’t you keep quiet.’ If people don’t want to do business with me because of my ideals, then cool. That’s not money I need. Oppression is not sexy to me. I feel compelled to share that, and if it rubs people the wrong way, then those aren’t my people.

What’re the biggest strengths and weaknesses in surfing, currently?

The big wave world is probably my favorite. It’s not limited to the Tour, and it’s like the wild west. The boundaries that are being pushed are just insane.

As for the low, all of the hovercraft little league parents that think that little Johnny and little Susie are going to go pro. The ones who are 24/7, managing the social media accounts, pep-talking them in shitty two-foot surf on a Tuesday when they should be in school. It’s like, let these kids live their lives. If they make it, they make it.

Check out Selema on The Team Ignition Showhere.