It’s January 22, 2017, and Trump’s advisor Kellyanne Conway coins the phrase “alternative facts” during a TV interview while defending Sean Spicer’s blatantly false claims about the size of the inauguration crowd. The phrase goes viral. Within a week, the sales of Orwell’s 1984 go up by 9,400%. Conway gets mocked, becomes a meme, shrugs it off, and lives happily ever after.
It’s August 16, 2025. The two hosts of the annual Hugo Awards ceremony mangle many non-anglophone names, and giggle at least once while doing so.
It’s August 20. Host #1 makes a Bluesky comment, saying “For context I was high as a kite on pain meds.”
It’s August 21. My essay on the Hugo incident unexpectedly goes viral: 13,000 views and counting.
It’s September 2: 17 days after the awards ceremony, 12 days after the essay. The Seattle Worldcon Chair and the two hosts issue simultaneous non-apology apologies. They are… odd.
The easiest way to kill a lot of weeds or unwanted plants is to cover them with a tarp to cut off their sunlight. For best results, wait a week. Or two weeks. Or 17 days.
When you take 17 days to craft an apology, one would expect a masterpiece to rival Abraham Lincon’s Gettysburg Address, especially when those apologizing are professional writers. We did not get a masterpiece.
The Gettysburg Address was 271 words long. The hosts’ non-apology was 1,283 words long. The Chair’s non-apology was 401 words long. We are to believe that, on average, only 23.6 words of that statement were written every day.
Here is the shortest possible apology: “I’m sorry. I screwed up. How can I possibly make this better?” This took me 13 seconds to write. At this pace, working eight hours a day, for 17 days straight, my resulting apology would have been 451,938 words long, or only 6% shorter than Tolkien’s Lord of the Rings trilogy.
A few hours ago, Jess Nevins posted an excellent Bluesky thread about the lost art of apologizing. Just like me, he chose not to name the hosts.
I rather enjoyed his point #4:
“#4) I’m truly surprised I have to type this one, but….
DO NOT EVER SAY ANYTHING THAT CAN BE REMOTELY CONSTRUED AS ‘WHO ARE YOU GOING TO BELIEVE, ME OR YOUR LYING EYES/EARS?’
It happens all the time that the offender and the offended remember events differently.”
This bit was also quite good:
“Because if you make your living crafting sentences and paragraphs and pages and chapters and entire books, you don’t need time to gather your thoughts or to articulate your apology correctly. You write for a living: putting together an apology shouldn’t be difficult for you or take much time.”
The non-apology from the hosts begins with, “We’re truly sorry that our work hosting the 2025 Hugo Awards Ceremony has caused anyone distress.” That is an unusual way to start, and is synonymous with “we’re sorry you got upset.”
The letter goes on to claim there’d been confusion with the pronunciation guides, all caused by the Worldcon staff, and that there’d been no time to rehearse the names. (But I suspect they’d found the time to rehearse the Hugo song. Priorities…)
Perhaps most interestingly, the apology states that host #2 (the younger of the two hosts) did not giggle while reading any names. Well, of course she didn’t. That was host #1. (For what it’s worth, I too hate watching videos of myself and have a hard time recognizing my own voice.) For posterity’s sake, here is that giggle once again. There were thousands of us in the audience. We all heard it. We all reacted instantaneously, turning to our neighbours, asking, “Did that just happen?”
But no, dear reader. No. Do not believe your lying eyes and ears. What good have they ever done to you? Don’t worry your pretty little head. Do as you’re told instead.
The non-apology apology goes on to say that neither of the hosts had felt comfortable insisting on a full run-through rehearsal, because they’d never hosted an awards show before. That said, they’ve both offered their advice and guidance to the future Worldcon organizers. Generous.
Their statement does not mention host #1 being “high as a kite on pain meds.”
Their statement does mention omitting Kamilah Cole’s name, but that section ends rather oddly: it says that host #2 has apologized to Cole, and that host #1 “needs to do that as well!” (I have not altered their punctuation.) That reads like an odd first draft. That does not read like a professional statement that had taken two writers 17 days to prepare.
I often wonder about the ratio of “time spent rehearsing the Hugo song” to “time spent rehearsing the names,” but it’s bad luck to divide by zero.
In their non-apology, the hosts repeatedly say that the pronunciation guide was either missing or incomplete. That is objectively false.
On April 6, 2025, the Seattle Worldcon released this video where professional announcers read out almost every name. They read those names without giggling. If you’re curious what the giggle-inducing name is supposed to sound like, here you go. (Egbiameje Omole, I do not know you, but I am so sorry.)
The list of the finalists was not secret. It had been released more than four months before the Seattle Worldcon took place. The full video is 22.5 minutes long. You could play it almost three times in one hour at normal speed. You could practice the names multiple times per day.
If you cared, that is.
That pronunciation video is cleverly concealed. To access it, one must go on YouTube and type in such secret, esoteric words as “2025 Hugo Awards.”
Verily, I say upon thee: there was no way for anyone to find it.
In their non-apology, the hosts complain that the title of Darcie Little Badger’s YA novel, Sheine Lende, also wasn’t in their pronunciation guide. It might not surprise you to learn that the title was also in that pronunciation video, just 78 seconds in.
The hosts chose to release their non-apology in a rather unusual format: not as a blog post, or a press release, or even a PDF. No, it’s a shared Google Doc file. Fun thing about those files: they cannot be archived by the Wayback Machine, and the people who own the document can go in and alter it at any time.
The internet is a complicated and chaotic place. It’s possible that something unexpected might happen to that file within, let’s say, a year. It’d be a shame if it disappeared. A real shame.
As someone who cares about the preservation of historical documents, I’ve gone ahead and saved a PDF copy. It’s timestamped and tamperproof. If some tragedy ever befalls that Google Doc, I’ll attach my copy of the PDF to this essay. Please, no need to thank me.
How to issue a slightly longer apology:
- Don’t start with “Sorry you got upset” or some variation thereof. Is it attention-grabbing? Oh yes. Is it conducive to your purposes? Oh no.
- Consider starting with a brief and honest summary of what had happened. E.g., “During the most important awards ceremony many of the finalists may ever attend, we…”
- Accept responsibility. E.g., “At least 50% of us were high as a kite. We did not prepare.”
- Acknowledge the other party’s pain. E.g., “I can’t begin to imagine how that felt” – but not “Sorry if our work has caused anyone distress.”
- Provide an objective judgment of your offense. E.g., “We failed at our main task” – but not “The staff failed us, and we were too shy.”
- State your regret. E.g., “We’re truly and deeply sorry. That will not happen again” – but not “[Host #1] needs to apologize as well!” Alternatively, depending on your mood and desire to shake things up, you may say “Yeah, I’ll probably do it again.” Not recommended, but hey – that’s an option. Free speech and all.
- Describe your future actions. E.g., “We will triple-check every name we’re not 100% sure about in the future.” Saying “we have a list of suggested remedies to pass along to the events team based on our experience” might not have the most impact.
Perhaps the most subtle aspect of this incident is the silence of the A-listers. Of all the bestselling authors I follow, to the extent of my knowledge, only Elizabeth Bear spoke about this entire incident. There were bloggers, of course: Cora Buhlert has made an excellent (as always) post on the nature of the two non-apologies. File 770 wrote about it here and here, though at one point the anti-name-manglers got referred to as “woke folk.”
There were many bestselling authors who sat in the same audience, and in better seats than the rest of us, probably, and who heard the mangling and the giggling, and then chose to say nothing. My best guess is that they didn’t want to make waves, didn’t want to upset their friends. Smile and clap and move on.
I suspect that by writing the previous essay, as well as this one, I might be sabotaging the odds of publishing my YA sci-fi novel, as well as any follow-ups.
Perhaps. But even if so…
Worth it.
When properly pronouncing people’s names becomes woke, only the woke will properly pronounce people’s names.
The non-apology from the Seattle Worldcon’s Chair, Kathy Bond, is much shorter – a mere 401 words. It’s quite good, and it almost passes for a true apology if you don’t look closely enough. It sure seems to follow the traditional format.
And yet… It has no mention of host #1’s odd admission of being high during the ceremony. It does not mention that host’s giggling while reading a non-anglophone name. It suggests creating a centralized “organizational structure responsible solely for the accurate handling of names” (or, in simpler terms, “name team”) without explaining why their own pronunciation guide video got ignored by all.
Perhaps the strangest part is that neither of the two non-apology letters even mentions the r/fantasy nominee for the Best Related Work. When the two hosts got to that slide, they saw the list of 20 or so names (as well as Reddit nicknames), and they both laughed in unison as they skipped it. That was not an ambiguous giggle. That was laughter. Was it nerves? Was it the same kind of classism that the AO3 folks experienced not long ago when the very nature of their platform wasn’t deemed serious enough? We’ll never know.
What to do if you didn’t rehearse any of the names and are faced with an unexpectedly long list of them:
- Read out the title. (Good job!)
- Consider reading the names.
- Consider asking for help.
- Consider treating the nominees with respect and dignity.
What not to do:
- Don’t laugh.
- Don’t goddamn laugh.
In my first essay, I asked the Seattle Worldcon these seven questions:
- How many times did they rehearse the Hugo song?
- How many times did the announcers rehearse the names?
- Was there ever a pronunciation guide?
- If not, why?
- If yes, what happened to it?
- Was there ever, at any point of the planning process, a voiced objection, or even a concern, that the popular awards presenter would not be able to pronounce foreign names?
- If so, what was the reaction?
I suspect the Worldcon people saw them while drafting their short non-apology. Only one of those questions got addressed, and even then, very briefly: “We provided insufficient organizational plans at the podium, including an inadequately designed pronunciation guide and other poorly designed materials.”
Translation: “We didn’t prepare.”
That admission is as much as you and I deserve, my friends.
If anyone ever decides to make a Fyre Festival-style documentary about this mess, it’d be pretty entertaining. I bet there’s at least one insider who doesn’t agree with the party line. I bet there have been some interesting Discord chats or text messages or even emails during those 17 days.
I bet I’m not the only one who likes to save things for safekeeping.
My blog will not fall prey to digital decay. I’ll keep it accessible for as long as I live – and then some.
You may be reading this in the future, in a year far beyond 2025. No, not you with the cat – you with the cyber-glasses. I hope you’ll find this essay useful, whoever you are. Maybe you’re bored. Maybe you’re insatiably curious. Maybe you’re working on a book (do you still have books in the future?) about the history of Hugo awards.
Perhaps, in whatever future you’re reading this, be it a week, or a month, or a decade from now, you’ll have more answers and more context and more clarity.
But meanwhile, here and now, in this slice of the time-space amber, this is the best bad truth that we mere mortals are allowed by our betters.
We deserve more.

