In early January 2024, X CEO Linda Yaccarino announced the signing of Don Lemon, Tulsi Gabbard and Jim Rome. The three personalities thus joined Tucker Carlson, the host who Fox fired in April of last year and who joined Musk's platform in June 2023 as the first person to have an official show broadcast on the social network. His show, "Tucker on Twitter," premiered on June 7 and quickly became a ratings success.
Thus began one of the most ambitious strategies and one of Musk's most ambition goals: turning X into a video content site, focused especially on current political events, to diversify its overall content. Yaccarino announced the strategy during an investor meeting reviewed by Reuters in July 2023. In it, the CEO assured that "the company is in early conversations with political and entertainment figures, payments services and news and media publishers on potential partnerships."
This plan resurfaced again when the social network reported that it had hired the two journalists and the former congresswoman. Lemon represents a case similar to Carlson. Fired by CNN in April of last year, Musk hired him and gave him a half-hour slot three days a week where he can discuss whatever he wants. This was announced by the journalist himself, known for his criticism of former President Donald Trump:
— Don Lemon (@donlemon) January 9, 2024
Tulsi Gabbard, first politician signed by X
Musk was clear that, in his new strategy, he wanted to X to be a hub for current political events. For that, he needed someone with some inside expertise. He decided to trust Tulsi Gabbard, a former member of the House of Representatives. With her, X will make way for a new medium: documentaries. The former congresswoman announced that she will share stories of people "whose voices are silenced," thus creating content to defend freedom of expression:
Freedom of speech is a fundamental right in America. Sadly we live in a time where debate, dialogue and dissent can be cause for cancellation and censorship by those in power. To defend free speech, we must use it. I’m announcing a new partnership today with X where under… pic.twitter.com/yGJRliGndq
— Tulsi Gabbard 🌺 (@TulsiGabbard) January 9, 2024
Sports news also on X
Jim Rome will be in charge of sports news on X. The TV and radio host, who collaborates with CBS Sports, will begin his program after the Super Bowl with a show that will be broadcast five days a week. He will talk about everything in the world of sports:
Totally HYPED to announce my new video programming partnership with X! We will be live on X soon and I can’t wait. X provides an incredible opportunity for me to reach fans on the biggest, most dynamic platform in the world. Day 1! All in! Let’s go!
— Jim Rome (@jimrome) January 9, 2024
This signing also represents the first collaboration that the social network will carry out with Range Media Partners. The media conglomerate will actively work with the social network in its new strategy, according to its executive director, Peter Micelli, in statements reported by Deadline:
We started Range due to the seismic shifts we were seeing in the industry, much of which was being enabled by social media and tech companies. We wanted to build a company that was not only reflective of that shift but one that was able to take advantage of those disruptive moments for our clients and partners. We couldn’t be more excited about our partnership with X, and are in full alignment with the ecosystem it is building. This slate deal helps us continue to service our exceptional talent, and work with them seamlessly and collaboratively across the spectrum from content to commerce.
'More than just a content offering'
X Director of Content, Talent and Brand Sales Brett Weitz also spoke about the platform's new strategy. Speaking to Deadline, the manager confirmed that the social network is committed to building "a 360 degree media destination that encompasses the best in sports, news and a variety of other audio and video categories." He further explained that the partnership with Range Media Partners was vital to achieve this aim:
We’re building out more than just a content offering at X. We’re building a 360 degree media destination that encompasses the best in sports, news, and a variety of other audio and video categories. It’s essential to our strategy that we only partner with the best in class that live across those disciplines; Range Media Partners represents those players. Their deep bench of talent, like Jim Rome, and enthusiasm for the direction of the platform make them perfect partners as we embark on this new venture.
