Donald Trump used a racial epithet to reject the prospect of a Black winner on the debut season of The Apprentice, the Emmy-nominated series that transformed the former president into a reality TV star and fuelled his political career.
Trump rejected the views of close aides that Kwame Jackson, a broker who worked for Goldman Sachs, had been the most impressive contestant, saying, “Would America buy a [N-word] winning?”, according to a producer who worked on the NBC show’s opening series in 2004, when it was called Meet the Billionaire.
The anecdote is related by Bill Pruitt in a long essay in the online magazine Slate, titled The Donald Trump I Saw on The Apprentice.
According to Pruitt, Jackson had emerged from a field of candidates to contest the final with a white competitor, Bill Rancic, after being assigned the task of overseeing a Jessica Simpson benefit concert at the Trump Taj Mahal Casino in Atlantic City.
Jackson reportedly impressed two Trump advisers with his ability to overcome obstacles, including his handling of a difficult fellow contestant who had earlier been eliminated but whom he had hired to help stage the concert.
Yet when one adviser, Carolyn Kepcher – who ran Trump’s hospitality units and one of his golf clubs – praised Jackson, saying he “would be a great addition to the organisation”, Trump demurred, winced – and then uttered the racial slur.
“Kepcher’s pale skin goes bright red,” Pruitt writes. “I turn my gaze toward Trump. He continues to wince. He is serious, and he is adamant about not hiring Jackson.”
He adds: “None of us thinks to walk out the door and never return. I still wish I had.”
Trump’s racist remarks were subsequently unmentioned at the production meetings, and Rancic was duly announced as the winner.
Their disclosure comes at a time when Trump – who has a history of racist rhetoric – is making efforts to woo Black voters, a bedrock of Joe Biden’s support, amid polling evidence that some are warming to him as he seeks a second presidency in November. Last week, Trump addressed a rally in New York’s Bronx borough, whose audience was about a quarter Black or Hispanic.
His outreach to a voting bloc that backed the Democrats by more than nine to one in his 2020 election victory over Trump – but has shown apparent signs of apathy to Biden in polling – has alarmed the incumbent president and prompted him to launch his own charm offensive to retain its loyalty.
Race is not the only sensitivity uncovered by Pruitt. He paints Trump as a confidence trickster incapable of delivering his lines to the camera or remembering contestants’ names – but who was falsely portrayed as competent, prescient and insightful by careful production treatment in the interests of making a successful series.
“While filming, he struggled to convey even the most basic items,” Pruitt writes. “He could barely put a sentence together regarding how a task would work.”
The presumptive Republican presidential nominee – who on Thursday awaited the verdict in a trial alleging that he arranged for hush money to be paid to an adult film actor, Stormy Daniels – is also depicted as sexist. At one point, he reportedly ordered a female camera operator out of an elevator where she was about to film him, calling her “too heavy”.
Pruitt also describes being taken by Trump to one of his houses, which the then property tycoon suggests was a venue for his illicit sexual trysts, adding with a snicker: “Melania [then his fiancee, now his wife] doesn’t even know about this place.”
He recalled meeting the architect of the clubhouse at the Trump National Golf Club, who told him that he was proud of the building but bitter that Trump did not pay him what he owed. “Trump pays half upfront,” he quotes the architect as saying. “But he’ll stiff you for the rest once the project is completed.”
According to Pruitt, even the show’s trademark “you’re fired” line was not Trump’s work but was coined by producers after the star of the show had initially used a convoluted line to a losing contestant about taking an elevator down to the street that was deemed unfit to broadcast.
None of this made it on to the final edit seen by the viewing public.
“The truth is, almost nothing was how we made it seem,” Pruitt writes in mea culpa style. “So, we scammed. We swindled. Nobody heard the racist and misogynistic comments or saw the alleged cheating, the bluffing, or his hair taking off in the wind. Those tapes, I’ve come to believe, will never be found.”
Contacted by Slate to comment on the allegations, Steven Cheung, a spokesperson for Trump’s 2024 presidential campaign, called it a “completely fabricated and bullshit story that was already peddled in 2016” and attributed its current publication to the Democrats, who he said were “desperate”.
