After Kurt Angle was fired from the General Manager position in July 2004, Long became the new and first African-American General Manager of "SmackDown!." Unlike other WWE managers, such as Eric Bischoff and Mr. McMahon, his new position saw him as a face, giving the fans what they wanted and making matches that put heels at disadvantages, notably John "Bradshaw" Layfield (JBL). At first, he continued use of his "Hate-orade" talk, but less aggressively, and with humor. One example was when he stripped Booker T of the US Championship for "drinkin' Hate-orade." 