When Dana White stepped up to the microphone at Donald Trump’s request on election night, it underscored the UFC CEO’s pivotal role within the president-elect’s inner circle. White’s brief address also highlighted his increasing significance as a conduit for a new breed of Trump-supporting influencers, podcasters, streamers, and wellness enthusiasts. “I want to thank the Nelk Boys, Adin Ross, Theo Von, Bussin’ with the Boys, and last but not least, the mighty and powerful Joe Rogan,” White enthusiastically stated. With the exception of Rogan, who is somewhat recognizable in mainstream podcasting, these names would likely be unfamiliar to those who followed the election through conventional media or cable TV. Theo Von, a comedian and former reality TV contestant, hosts lengthy podcasts; Bussin’ with the Boys is co-hosted by NFL players; the Nelk Boys are former college pranksters with a brand of hard seltzer and a penchant for casual cruelty; Adin Ross is a streamer who has been banned multiple times from Twitch for hateful conduct. These online creators form a network, frequently appearing on each other’s shows, which often feature far-right streamers like Nick Fuentes and Andrew Tate alongside more mainstream MAGA figures like Tucker Carlson, Ben Shapiro, and Elon Musk. Trump willingly participated in lengthy interviews with each of them, often more than once, including three appearances on the Nelk Boys’ podcast, Full Send. This support was crucial in securing Trump’s significant victory among young men. At the heart of this alternative media universe is the UFC supremo, who Trump frequently cited as the key link between the creator economy and his presidential campaign during his podcast appearances. White’s alignment with a new media style built on podcasting, gambling, crypto, and violence has made him the glue between MAGA and the so-called “manosphere.” Trump’s victory was not just a result of popular support; he also “bro’d” his way to victory, with White playing a major role in securing the testosterone vote. It has long been argued that UFC represents the sporting arm of the MAGA movement. Trump was one of UFC’s early supporters when the nascent mixed martial arts competition was on the brink of failure. In 2001, he allowed the organization to host two consecutive events at the Trump Taj Mahal in Atlantic City, solidifying a lifelong alliance. Trump is a regular at UFC events, often staying until the end of the lengthy spectacles, using these appearances to demonstrate his enduring strength and support base. The relationship between MAGA and the UFC is more than transactional; there is a stylistic symbiosis between Trump and White, both seeing themselves as maverick outsiders challenging the old certainties of politics, sport, and culture. White’s influence extends beyond the fight cage, into media, politics, and the ongoing culture wars, making him a cultural czar of the MAGA movement. The UFC’s annual revenue now exceeds $1 billion, making White exceptionally wealthy. Displays of wealth and luck are central to White’s personal mythos, mirroring other leading figures in the right-aligned grift economy. White’s aggressive promotion of gambling and crypto adds to the allure of his high-speed, high-shock model of culture and entertainment. White and the MAGA right are adept at exploiting the messiness and velocity of clip culture, far more so than risk-averse liberals, who remain tied to legacy media. In entertainment terms, the liberal order represents the last gasp of the old studio system, while the Trump right’s infotainment-addiction industry feels increasingly like the future. Dana White is now its leader, making him the American right’s instigator-in-chief.
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