5 Questions For… Ari Melber

Please Ari don’t hurt ’em. As the hard-hitting host of MSNBC’s The Beat, journalist and noted hip hop fan Ari Melber isn’t shy about putting his guests on the spot.

During a recent viral interview with Corey Lewandowski—a past and present fixture in Donald Trump‘s orbit—the former attorney effectively countered the campaign advisor’s ducking and weaving on such topics as Project 2025 and Robert F. Kennedy Jr.‘s role in a potential second Trump administration.

For his part, Lewandowski tried to land his own verbal blows, most notably suggesting that Melber had claimed that the bandage Trump wore on his ear following a July assassination attempt was purely for “spectacle.” The host forcefully pushed back on that characterization in a dramatic exchange as the interview drew to a close.

That was the latest example of The Beat bringing on a prominent Republican for a spirited conversation peppered with tough questions. And Melber and his team hope the show will become known as a destination on the traditionally progressive-leaning MSNBC where GOP figures feel they can state their case… but not avoid being challenged.

In TVNewser’s inaugural “5 Questions For…” feature, Melber reveals his Top 3 interview rules, explains why The Beat has been a hit on YouTube and picks the questions he would have asked at last week’s the presidential debate.

1. What are the Top 3 rules you follow when interviewing Republicans? Either personal rules or rules you establish with them before they come on.

We aim for a fair and factual approach to interviews with any politician—regardless of party—and think citizens benefit from hearing directly from campaigns across the spectrum.

Now, we don’t lay out any formal “rules” for any of our guests. But here’s how we approach big interviews: Provide enough time, so there can be a real exploration of ideas, over rushed sound bites. Prioritize substance and policy questions, so we aren’t devolving to the “horse race.”  Prepare for multiple topics and possibilities, so we can fact-check in real time as warranted. 

Our focus in newsmaker interviews is using evidence – videos, primary sources and data – because it informs the audience no matter what a guest claims and provides a more productive fact-check than rhetorical debate.

2. What’s the one question that wasn’t asked at this week’s presidential debate that you would have asked?

Moderating is tough, and it looks like the moderators have tried to do a thoughtful job. I’m not second-guessing every question at the debates. But in general, specifics can be enlightening for voters—quote Harris’s past statements on Medicare for all, and investigating police-involved shootings, and ask which parts she now opposes and why.

Same for Trump on abortion policy over the years, and his shifting stance on the convicted sedition on January 6 and ask why he changed. A clear question can set a factual foundation for listeners, and sometimes draw out a politician. (And sometimes not.)

3. How have you evolved your YouTube strategy and figured out the kinds of clips that play well on the platform? 

First, I’ll say, MSNBC has a dominating presence in the social space, including on YouTube and TikTok. And, The Beat is now one of the most watched TV news shows on YouTube, with over 200 annual million views and 1.6 billion in our 7 years on air.

We think of our audience as both live TV viewers (on cable) and the global online audience (free, everywhere).  Breaking news matters for live TV, but it ain’t “breaking” when people see the clip online a week later. So, we often focus on segments with a longer shelf life—like reported breakdowns, or interviews with staying power—when we think about what will resonate with audiences online.  

Our 2018 interview with 50 Cent has over 4,000,000 views, for example, and most came years after it posted! Same for Bill Gates and Robert De Niro. For videos, the Internet likes quality, length and “big” people or topics. We have several people who think about this daily, discussing which parts of the show we post to our YouTube playlist, at msnbc.com/ari. And when we share shorter clips on social media, we often direct people to that playlist, not to appointment TV viewing.

4. What are the traits that make an ideal Beat guest? 

Genuine, honest, credible in their field—and maybe even able to laugh at the absurdity of news and life.

5. You’re on a desert island with only a 5-song playlist for company. What tracks are you blasting? 

What a tough question! This goes more towards songs that are fun to hear endlessly, which is different than my favorite songs of all time. I’d go: 

Bob Marley’s “Trenchtown Rock”
Grateful Dead’s “Eyes of the World”
Stormzy’s “Mel Made Me Do It”
Jackson Browne’s “Doctor My Eyes”
DJ Khaled and Jay-Z’s “GOD DID,” especially since Jay-Z released the Beat segment breaking down that song as a Jay-Z track, “HOV DID.”