Robby Starbuck’s journey from directing music videos for Snoop Dogg and Megadeth in Hollywood to becoming a leading figure in the conservative movement is as unlikely as it is remarkable. Now based in Tennessee, far from his previous life in Los Angeles, Starbuck has transformed himself into a prominent activist fighting against what he views as the overreach of corporate “woke-ism.”
Once canceled by liberal Hollywood for supporting Donald Trump, Starbuck has embraced his new role as a key player in the conservative fight against diversity, equity, and inclusion (DEI) initiatives, particularly those focused on LGBTQ+ issues. At just 35, Starbuck tends to his farm outside Nashville, home to two mini Scottish Highland cows, Great Danes, rabbits, and chickens, while simultaneously running aggressive campaigns against major corporations. His targets include household names like Ford, Harley-Davidson, and Caterpillar.
As the country heads toward a pivotal election, Starbuck is gaining influence. He has been featured on platforms like CNN, The Wall Street Journal, and Fortune. But his real power lies in social media, where he connects with over half a million followers on X (formerly Twitter), leading campaigns to push companies to back down on DEI policies.
A Growing Influence
From his farm in Franklin, Tennessee, Starbuck has managed to score wins against major corporations, forcing several to reduce their DEI efforts. His strategy? Use video content and documentation to expose what he calls the “extreme nature” of corporate DEI initiatives. Starbuck claims his approach is resonating with consumers, particularly those in more conservative regions of the country.
His activism targets companies that produce trucks, tractors, and even whiskey—brands closely associated with his audience. Starbuck has successfully led campaigns against companies such as Harley-Davidson, Tractor Supply, and Molson Coors, claiming victory in his fight against DEI programs that, in his view, give unfair advantages based on race, gender, and sexuality.
But Starbuck’s critics, including civil rights groups like Color of Change, argue that his efforts are giving companies a convenient excuse to scale back their diversity initiatives. “In some ways, Robby Starbuck is just actually giving the companies what they want,” said Rashad Robinson, president of Color of Change. “He’s just helping them maintain the status quo.”
From Music Videos to MAGA Influence
Starbuck’s rise to conservative prominence is a far cry from his early days in the entertainment industry. Growing up in Temecula, California, Starbuck built a career as a MySpace influencer before transitioning to directing music videos for major artists. His career took a sharp turn when he publicly endorsed Donald Trump in 2015, which led to a downturn in business opportunities. In 2019, Starbuck left California with his wife and moved to Tennessee, where he began focusing on conservative activism.
Today, Starbuck’s anti-DEI messaging is amplified by conservative powerhouses like Elon Musk, Peter Thiel, and Bill Ackman. His views align with the recent Supreme Court decision to end affirmative action in higher education, and he aims to dismantle similar policies in corporate America.
Impact on Corporations
Starbuck’s approach to pressuring companies has been effective. He begins each campaign with a video calling out a company’s DEI initiatives, often including documentation and video clips from the company itself. These videos typically garner millions of views, especially among conservative consumers. Some corporations, eager to avoid public backlash and potential boycotts, have scaled back their DEI efforts without much resistance.
His success has rattled DEI advocates. Alyssa Dver, chair of the ERG Leadership Alliance, a nonprofit that advises employee resource groups, points to the fear of negative PR as a major reason for companies backing down. “They’re worried about the negative ramifications,” she said.
Still, many major U.S. corporations continue to publicly commit to DEI programs, and leaders like Jamie Dimon of JPMorgan Chase argue that diversity is essential for both attracting talent and reaching a broader consumer base.
A Polarizing Figure
Despite the success of his campaigns, Starbuck has plenty of detractors. The Human Rights Campaign, an LGBTQ advocacy group, has labeled him a “MAGA bully” and warned companies that folding to Starbuck’s demands will have consequences. At an event earlier this month, HRC CEO Kelley Robinson urged businesses not to cave to Starbuck’s pressure, reminding them of the importance of supporting the communities that drive their profits.
However, Starbuck remains undeterred. He sees his work as part of a broader mission to protect American values and safeguard future generations from what he views as inappropriate ideologies. A father of three with another child on the way, Starbuck says his activism is inspired by his family and his great-grandfather, who was exiled from Cuba for refusing to join the Communist Party.
Although Starbuck ran for Congress in 2022 and failed to get on the ballot, he says he’s found his calling outside of politics. “I genuinely feel we’re doing more to change the country and the world right now outside of politics,” he says.
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