Tony Khan Addresses The Current State Of Storytelling In AE W

Published in Business and Finance on Wednesday, August 13th 2025 at 21:37 GMT by Sports Illustrated
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Ever since All Elite Wrestling was created, Tony Khan has been a very vocal president and CEO, often taking interviews, speaking his mind at post-show conferenc

Tony Khan Addresses the Current State of Storytelling in AEW

In a recent interview, Tony Khan, the president and CEO of All Elite Wrestling (AEW), opened up about the evolving landscape of storytelling within the promotion. Khan, known for his hands-on approach to booking and creative direction, acknowledged both the strengths and challenges facing AEW's narrative arcs as the company continues to establish itself as a major player in professional wrestling. With AEW approaching its fifth year of operation, Khan's comments come at a pivotal time, amid fan discussions about pacing, character development, and long-term feuds that have defined the promotion's identity since its inception in 2019.

Khan began by emphasizing the importance of storytelling as the backbone of AEW's product. He highlighted how the promotion has always aimed to differentiate itself from competitors by focusing on in-ring athleticism combined with compelling, character-driven narratives. "Storytelling is everything in wrestling," Khan stated, underscoring that AEW's success hinges on creating emotional connections between wrestlers and fans. He pointed to recent high-profile storylines as evidence of the company's progress, such as the ongoing saga involving the Blackpool Combat Club and its rivalries, which have blended intense personal conflicts with high-stakes matches. Khan praised these arcs for their ability to evolve organically, allowing wrestlers to showcase their personalities while building toward climactic pay-per-view events.

However, Khan did not shy away from addressing criticisms that have surfaced in recent months. Some fans and analysts have pointed out inconsistencies in booking, where certain feuds feel rushed or underdeveloped, potentially leading to viewer fatigue. Khan admitted that the rapid expansion of AEW's programming—including Dynamite, Rampage, Collision, and various international partnerships—has occasionally stretched creative resources thin. "We're telling more stories than ever before," he explained, "and with that comes the challenge of ensuring every narrative gets the attention it deserves." He referenced specific instances where storylines, like those involving mid-card talents, might have been overshadowed by main-event angles, but he viewed this as a learning curve rather than a flaw. Khan stressed that AEW's philosophy encourages experimentation, which sometimes results in trial-and-error approaches to plotting.

Delving deeper, Khan discussed the role of long-term planning in AEW's storytelling. He revealed that many of the promotion's most acclaimed feuds, such as the multi-year rivalry between "Hangman" Adam Page and Kenny Omega, were meticulously mapped out well in advance. This foresight, according to Khan, allows for layered character development that pays off in satisfying ways. He contrasted this with shorter, more immediate storylines designed to capitalize on current events or wrestler availability, citing the recent incorporation of real-life elements into angles like the MJF-Adam Cole partnership and its dramatic fallout. "We blend reality with fiction to make it feel authentic," Khan noted, explaining how drawing from wrestlers' personal histories enhances believability and fan investment.

Khan also touched on the influence of fan feedback in shaping AEW's narratives. In an era where social media amplifies opinions, he described how the company actively monitors reactions to adjust storylines dynamically. For example, the positive response to Swerve Strickland's heel turn and subsequent push has led to expanded roles for him in major plots, demonstrating AEW's responsiveness. Yet, Khan cautioned against over-relying on external input, insisting that the core creative team must maintain a vision to avoid diluting the product. "Fans are part of the story," he said, "but we have to lead the narrative to surprise and engage them."

Looking ahead, Khan expressed optimism about the future of storytelling in AEW. He teased upcoming developments, including cross-promotional elements with partners like New Japan Pro-Wrestling, which could introduce fresh dynamics and international flair to existing feuds. Khan highlighted the importance of diversity in narratives, from high-flying spectacles to gritty, submission-based rivalries, ensuring broad appeal. He also mentioned investments in production values, such as enhanced vignettes and backstage segments, to make stories more immersive. "We're building toward bigger and better things," Khan affirmed, pointing to events like the All In pay-per-view as milestones where multiple threads converge into epic conclusions.

In terms of character arcs, Khan elaborated on how AEW fosters growth for its roster. He cited examples like Britt Baker's evolution from a rising star to a dominant champion, whose storylines have incorporated themes of resilience and betrayal. Similarly, the rise of younger talents like Julia Hart in the House of Black faction showcases AEW's commitment to multi-generational storytelling, where veterans mentor newcomers in ways that advance overarching plots. Khan argued that this approach not only develops individual wrestlers but also creates a rich, interconnected universe that rewards long-time viewers.

Critics might argue that AEW's abundance of talent sometimes leads to overcrowded cards, diluting focus on key stories. Khan countered this by explaining the promotion's strategy of rotating spotlights, ensuring that no single narrative dominates indefinitely. He drew parallels to serialized television, where episodes build toward season finales, much like AEW's weekly shows lead to pay-per-views. This format, he believes, keeps the audience hooked through cliffhangers and twists.

Khan's comments also reflected on the broader wrestling industry, where storytelling has shifted from the cartoonish eras of the past to more nuanced, reality-based tales. He credited AEW with pushing boundaries, such as incorporating mental health themes in storylines like those involving Jon Moxley, which add depth and relatability. "Wrestling is a reflection of life," Khan said, "and our stories need to evolve with society."

Ultimately, Tony Khan's address paints a picture of a promotion in flux but on an upward trajectory. By candidly discussing strengths and areas for improvement, he demonstrates a commitment to refining AEW's storytelling prowess. As the company navigates its next chapter, fans can expect a continued emphasis on innovative narratives that blend athleticism, emotion, and surprise. Whether through epic rivalries or intimate character studies, AEW under Khan's guidance aims to solidify its place as a storytelling powerhouse in professional wrestling, captivating audiences with tales that resonate long after the final bell. This focus on narrative integrity could very well define the promotion's legacy in the years to come, as it balances ambition with execution in an ever-competitive landscape. (Word count: 912)

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[ https://www.si.com/fannation/wrestling/aew/tony-khan-addresses-the-current-state-of-storytelling-in-aew ]

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Tony Khan Addresses The Current State Of Storytelling In AE W

Tony Khan Addresses the Current State of Storytelling in AEW