You may have seen the new face of the NRA: Colion Noir, a 30-something black lawyer with a penchant for ball caps.
The first episode of his web show "Noir," an NRA production aimed at exposing Millennials to a healthy gun culture, aired last week, and it's generating a lot of buzz -- much of it negative.
Critics are laying into "Noir," calling the show "hilariously bad poser garbage" and questioning the authenticity of a young black man representing the NRA.
Noir isn't taking the heat lying down.
How cute, Gawker wants a piece of us. Get in line.... http://t.co/T7xu2wfws6— Colion Noir (@MrColionNoir) May 15, 2014
When a group of anti gunners posted my mothers address online & I begged for them to take it down they refused. So, I gave my mom a gun.— Colion Noir (@MrColionNoir) May 16, 2014
Speaking to TheBlaze Friday, Noir said most of the criticism aimed at him is superficial, or straight-up racist.
“They’re personal comments, not based in content," Noir said. "I mean, it’s cute, we used to do that in middle school, but it’s not based in content."
Attacks on his personal integrity or even his racial credibility are ridiculous, he said.
“I mean, you've got white girls (on Twitter) who think they know more about being black than I do?”
But what about Noir's show -- is it "poser garbage," or sharp, modern programming?
You be the judge.
The writing is densely-packed with acerbic wit and Millennial-friendly references.
“We’re gonna talk about smart tech, and no, not that tactical chastity bracelet your boy Eric Holder wants to put on every gun owner like he’s the czar of firearm virginity,” Noir says in the first episode, pulling no punches.
“There’s a heritage (to gun culture)," he says a moment later, "a heritage that has a swag that would put most rappers to shame.”
Those moments come within the first three minutes of the show’s first episode, as do references to WorldStarHipHop, Google Glass, Instagram playboy Dan Bilzerian, New Kids on the Block, 21 Jump Street and twerking.
Whether the writing hits home or falls flat is up to the viewer, but Noir was adamant that the words and thoughts are his own, not just NRA-produced talking points.
“I am 100 billion percent involved in all the writing that goes into the show,” Noir said. “Just look at my YouTube channel and you can see that nothing’s changing, these are the same things I’ve been saying for awhile.”
It’s the same message he's always preached, just now reaching a bigger audience, Noir said.
The show is meant to be “unapologetically a celebration of the firearms culture in America – period.”
Noir said he's dedicated to defending the 2nd Amendment and just making guns seem more normal.
"People are kind of ashamed of (doing something like) buying a gun because they like the way it looks," Noir said. "As long as you're owning the gun responsibly, it shouldn't be a problem."
As Noir told TheBlaze a year ago, his love of guns came naturally, late in life, when a friend invited him to go shooting, and while he acknowledged the stereotypical gun-lover might be older and white, he's dedicated to expanding gun culture to a younger, more diverse crowd.
Noir welcomed further criticism, asking viewers to tune in and give their feedback.
“Be honest," Noir said. "Tell us what you think.”
Haters or no, Noir plans to soldier on, with the second episode of his show airing tonight.
“The show is going to evolve within itself, and I’m looking forward to that,” Noir told TheBlaze.
Follow Zach Noble (@thezachnoble) on Twitter