Road Dogg Clarifies His Current WWE Creative Role

WWE Hall of Famer Brian James is opening up about his backstage role with WWE. Admit reports that he just returned to SmackDown as a co-lead writer along with John Swikata, the former DX member addressed his job during a recent conversation on Insight with Chris Van Vliet.

“Honestly, dude, I’m a creative consultant, and that goes across the board when it comes to wrestling.

I don’t think I could be a creative consultant for IBM, but I can do it for WWE,” he joked.

James was previously SmackDown’s head writer, overseeing some of the brand’s most memorable moments. While WWE has scaled back its domestic live events, he remains in charge of creative direction for house shows and continues to work closely with Triple H and WWE’s writing team.mOne of his favorite aspects of the job is crafting superstar entrances, working with production to make each performer stand out.

“Me and Hunter love to create together. We look at new talent and say, ‘What can we do with that entrance? What lights? What smoke?’”

James also praised WWE’s new era of creative freedom, describing it as a major improvement over past regimes.

“The old regime sometimes stifled creativity. Now, nobody gets shut down—it’s a free-flowing environment.”

With WWE continuing to evolve, James remains a key figure in shaping its future, proving that his contributions extend far beyond his in-ring career.