Comedy has always been an industry where its artists are able to test new boundaries with every joke. Good comedians know how to play to the relatability of certain themes in life in order to connect with an audience and get a good laugh. With every show, special, or event, a comedian is tested to see how well they can execute their set in their own style. But what happens when the intended ‘joke’ is not perceived to be a joke at all?

Matt Rife gained immense popularity through the clips of his stand up shows advertised on the social media app Tik Tok. The seemingly charming, handsome, young comedian developed a large following, many of whom are women, because of his ability to create a connection with his crowd. Even as someone whose jokes often teetered the line between grotesque and offensive, he was primarily viewed in a positive light. This all changed when his new Netflix special Natural Selection  featured a ‘joke’ that fans thought might have gone too far. 

During one of the segments of the special, Rife talks about a waitress he saw in a restaurant with a black eye who he suspected of suffering from domestic violence. The punchline to the supposed joke was “if she could cook she wouldn’t have that black eye.” The line caused uproar amongst his once strong female following who saw this as a ploy to strengthen his weaker male audience. Many are in disgust at the insensitive nature of the joke as it only dehumanized those who are victims of domestic abuse. When fans went to their social platforms to condemn Rife for his objectionable line, he responded with a fake ‘apology’ on his Instagram story with a weblink to special needs helmets. 

Rife’s recent rogue behavior tests the mantra “all press is good press” because while the controversy is gaining views on Netflix, his fanbase of women is dwindling. His lack of remorse and empathy has left many with bad tastes in their mouth and could injure his viewership in the future.