Photo Credit: Associated Press

This isn't entirely true. People see him as more than the person who tried to kill the president. He's also the man who gunned down Secret Service Agent Timothy McCarthy, Washington DC policeman Thomas Delahanty, and left presidential press secretary James Brady with permanent mental and physical disabilities, which eventually took his life thirty-three years later. 

A jury found Hinckley not guilty by reason of insanity in 1982. Following the verdict, Hinckley was placed in psychiatric care, and in response to public outcry, states across the country revised their laws to limit or prohibit a person from pleading insanity in criminal prosecutions. In 1999 Hinckley was permitted supervised visits with his parents, and as the years and his recovery progressed, his restrictions eased. In 2016 he was released from full-time psychiatric care, and in September of 2021, a federal judge approved an unconditional release to begin in June of this year.

To aid in his rebranding Hinckley has created a social media presence, is selling artwork under his name, and is scheduling a musical tour to begin in July. The first concert planned for New York City has sold out.  There is another scheduled for Chicago and a show originally announced for Hamden Camden, Connecticut has cancelled.  He has branded his musical journey "Redemption Tour." 

As a historian, I don't believe whatever time John Hinckley has left to add to his life story will result in his career as an artist and musician being more than an epilogue or footnote in the historical narrative. The tragedy of his act was highlighted by his motive and the publicity and cultural connections that followed. He wanted to impress a Hollywood star, Jodi Foster, who came to his attention through her appearance in one of the twentieth century's most impactful films, Taxi Driver. Reagan's recovery from his injuries made him the kind of hero no appearance in any movie of his own could have, and arguably reinforced the popularity and resolve that resulted in his bold impacts on history. Brady's injuries led to activism on his and his wife's part that grew into a national movement that resulted in government mandates on firearms purchases. It's hard to imagine a song or a painting erasing or even reducing this from the pages of history. 

As a former public relations professional with experience in branding and reputation management, Hinckley’s efforts in this area are misguided, misdirected, and tone-deaf. The first action necessary in any effort at personal rebranding in the wake of a catastrophic mistake is to accept full responsibility for your actions, apologize and then try to make amends. In this case, Hinckley's first postings on the platforms that gave him a global stage to do this were to promote his music and art. There was no apology to the individuals and the country he harmed and no effort to atone for his actions. At the very least, he should give all or some of any proceeds he makes from his art and music to organizations like Brady, a group devoted to ending gun violence, the Reagan Presidential Foundation, or the National Law Enforcement Officers Memorial Fund.

Regardless of his attempts to rebrand or redeem himself, Hinckley's efforts are destined to fail. Even though the court has granted him an unconditional release, redemption in the pages of history and the eyes of the public requires conditions well beyond paintings and songs. Hinckley sings in one of his original songs, "The past is gone, it is over. I found a new and better day."  History is never gone or over, and with reputations, better days are not found. They're earned.