Exclusive Interview: UFC's Bruce Buffer - Behind The Voice
This man’s name was Michael Buffer. Already a recognised boxing announcer, the partnership that would form between the brothers would cement his legendary legacy in one sport and build Bruce’s in another. “I wish I could do what Michael does, I thought. Announcing in the ring seemed like a great way to connect with the sport in a way that called upon the traits that I knew I had inside me.” On the night Evander Holyfield suffered his first career loss, it was Buffer who set his sights on a marketing victory from the crowd. “One night I drove to Vegas with Mom, Dad and Brian to catch the Evander Holyfield vs. Riddick Bowe fight… Michael was announcing. It turned out to be pivotal for me…
“The sound of the crowd flowed over me like a wave. It was so deafening, so powerful, so filled with freaking potential that I could barely concentrate on the fight.” From his early ventures into the business world Bruce had shown his creative spur for new ideas; this one was to be his most effective of all. “Suddenly my mind was filled with ideas. One after another after another. I could not stop thinking where Michael’s career could go. It suddenly seemed so clear to me that it was possible to harness his fame and push it beyond the squared ring of boxing." Buffer went on to say, "I wanted to establish him as the world’s most renowned sports and entertainment announcer - that was my goal.”
What followed was a promotional kit, trademark and a hunt for companies to establish the Michael Buffer voice and catchphrases to. A $628,000 royalty check from Midway after the successful release of Ready 2 Rumble Boxing in 1999 confirmed how fruitful Bruce’s management of his brother had turned out to be. By this point, Bruce had began pursuing his own announcing aspirations.
“I’ve been in martial arts since I was 12. I’ve done motivational speaking before I ever stepped in the Octagon. My passion for fighting is very strong. My passion for announcing is something that I wanted to do, and not to emulate my brother.” And Buffer explained how creating a unique style is the key to becoming recognised as a successful announcer. “I told myself when I started in this game, if in the first two to three years I don’t create my own individual style for which I’m known for, I didn’t want to be that guy that was Frank Sinatra Jr.”
With globally known catchphrases like ‘It’s time!’ and his famed signature moves like the ‘Buffer 180’ and the ‘Buffer 360’, it’s more than clear Buffer has cemented an energetic style that will remain iconic in the world of announcing. After some efforts of persuasion to the owner of the UFC franchise in 1996 and an appearance in Friends as the official Octagon announcer, Buffer transcended the MMA ladder.
From announcing his first fight at an MMA/kickboxing event named “Clash of the Dragon” held in Michigan in 1995, Bruce has gone on to prelude some of the most watched fights every year in sold out arenas across the world. The last trick behind Buffer’s vast array of activities and ventures sees a lot less card reading than fans are used to seeing him doing inside the Octagon. On the professional circuit, Buffer is a world-rated poker player. Notably, he competed on ESPN’s Main Event show, facing off against World Champion Chris Moneymaker.
Bruce’s habit of making a success out of almost every project evidently applies to his hobbies as well, a 6th placed finish at the World Poker Tour in season 3 at the Commerce Casino displaying the money-making abilities he possessed from his teens. As he’s done so often with the Michael Buffer name and influence, Bruce has harnessed his popularity and voice through his very own website.
At brucebuffer.com, fans can order custom introductions from the man himself, order his book, ‘It’s Time!’ or listen to his weekly podcast. What’s clear is that whilst to casual MMA fans, Bruce Buffer may just be the powerful voice that sets the tone before each fight, behind his sound lies a key piece of the UFC puzzle and brand, a businessman with success in multiple fields and one half of the duo changing the game for announcers.