AEW President Tony Khan. Joe Camporeale-USA TODAY Sports

Eric Bischoff lambasts AEW's lack of creative direction

By Adam Taylor | Last updated 5/15/24

AEW has constructed what is arguably the best roster in professional wrestling . The recent additions of Will Ospreay, Adam Copeland, Mercedes Mone and Kazuchika Okada further improved the top-end of the company's talent pool. Multiple top-end talents are also missing due to injuries. MJF, Kenny Omega, Adam Cole and Darby Allin are all on the sidelines.

Yet, despite their embarrassment of riches, Eric Bischoff believes AEW will continue to stutter in the coming months. His issues aren't with the undoubted talent available to Tony Khan; instead, he isn't a fan of the booking or the lack of creative storylines on offer.

"It’s a creative driven issue," Bischoff said on his "Wise Choices" show. h/t to 411mania for the transcription ."I think you could drop Undertaker into the center of the ring from a helicopter, have him repel down like Sting did, right?...If Tony Khan is booking it, it’s not gonna matter. It’s not a talent-driven issue; it’s bigger than that...And it’s not even about just the writing. It’s about the vision, the strategy, the tactics that support the writing... That’s the real issue."

A lack of viable storylines has been a common complaint about AEW's programming. Khan has his company leaning into sports-based wrestling, which often lends itself to in-ring storylines rather than the in-ring promos you would see in WWE. However, in recent months, the company has made a switch to incorporate more short and long-term storytelling into its offering.

Unfortunately for AEW, elite in-ring production isn't enough. Fans want to be invested in a storyline or a character arc. It's those moments that go viral on social media, and with that virality comes a new wave of audience. WWE is a master at turning moments into long-term viewers. AEW owes it to the talent on its roster to begin creating similar moments and stories to draw in new fans and create bigger crowds at shows.

Khan has constructed an elite pool of talent. He has some of the best wrestlers in the world, along with some of the brightest young stars. Bischoff is right, though. Now is the time to begin implementing more casual-based storylines that appeal to the masses. That is how AEW takes the next step toward long-term growth.

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