Why Is Demi Lovato Promoting a Conspiracy Theorist Content Hub?

Demi Lovato has come a long way, and there’s no doubt they’re a beautiful, compelling person. Since they proudly came out as nonbinary in May, they have shown how confident and courageous they are.

Now, though, their most recent decision is leaving us scratching our heads.

The ex-Disney star has signed on to become an ambassador for Gaia, which describes itself as the “premier subscription video-streaming service, dedicated to transformational content for the mind, body, and soul.” The company made the announcement earlier this month and Lovato has begun taking to social media to begin promoting the brand.

On its face, this decision makes business sense for Lovato, who hosted a Peacock docuseries Unidentified with Demi Lovato that was released this fall. They’re already comfortable in the streaming realm and exploring the unknown.

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It also makes sense why Gaia wants to be involved with a star of Lovato’s caliber. The website has been de-platformed by largely every other legitimate avenue of promotion via social media. It can’t advertise on Facebook, Instagram, Twitter, and several other promotional platforms.

Why? Well, although it’s touted as a “premier” video service, its most popular content is that of conspiracy theories and misinformation.

“Gaia is known for hosting videos featuring antisemitic conspiracies, anti-vaxxers, autism misinformation, and QAnon,” Elle reports.

Even beyond the company’s negative reputation, the reason Lovato has gotten involved with Gaia is also drawing concern. “Lovato’s fascination with Gaia was sparked by their introduction to one of its show hosts Dr. Steven Greer, founder of the Center for the Study of Extraterrestrial Intelligence (CSETI),” the company said in its press release.

Not only is Lovato ‘fascinated’, but according to Gaia, they have had “several profound experiences practicing Dr. Greer’s meditation protocols intended to make contact with extraterrestrials,” which has made them “enamored with the study of consciousness.”

“Understanding the world around us, both known and unknown, and diving deeper into areas that expand our consciousness is exciting to me and I am honored to be able to be a part of a community of people who want to do the same,” Lovato said in the press release.

Greer is a well-established UFO-logist and has spent decades proving or trying to prove his various theories, and Lovato had him on their self-titled show on the Roku Channel in July. He also ferments distrust of anything the government, “the corrupt corporate Big Media” that he claims wants “to regain its role as the Fourth Estate,” and science in general states.

Another of Gaia’s top-billed stars is David Icke, a British conspiracy theorist who once proclaimed himself to be the “Son of the Godhead” and espouses many anti-Semitic New World Order theories, including that the world’s elite and most celebrities (ironically) are just shape-shifting reptilian aliens manipulating the world to their desires.

Gaia has four channels (“Seeking Truth, Transformation, Alternative Healing, and Yoga”) and not only do they tout over 8,000 titles largely focused on promoting conspiracies, they proudly report that “over 80%” of their titles are exclusive to Gaia, and “approximately 80% of the views are generated by content produced or owned by Gaia.”

In other words, they have every incentive to keep peddling misinformation or misrepresentative content to keep its bottom line afloat. Profiles of the company have turned up allegations that Gaia staff is enamored with QAnon theories and actively seeks to feed the frenzy.

What’s the worst about this, and many celebrity endorsement deals like this, is that the brand is intentionally targeting Lovato’s fanbase, which is still largely consistent of young, queer, and/or dejected people — the exact criteria most conspiracy theorists use to target people in other avenues as well.

“Gaia believes the fanbase Lovato continues to cultivate has a desire to dig deeper into the more important questions regarding the nature of reality,” the company said.

Lovato is free to believe what they want, and it’s not terrible for someone to even support a fringe theory or business. But they are putting a platform that encourages the notion that John F. Kennedy Jr. is still alive and that reptiles rule our planet to their hundreds of millions of followers. Lovato has 118 million on Instagram alone.

We can envision many problems with entrusting conspiracy theorists with your fans and your reputation because conspiracists never stop trying to indoctrinate more people and insulate themselves with unquestioning allegiance. Unsurprisingly, getting a celebrity on board is an easy step in that direction. It’s a take as old as Hollywood; just see Scientology and virtually every star that has ever stepped foot in or out of it.

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