If you've been jamming to your favorite tracks only to be interrupted by a dystopic voice urging you to 'fulfill your mission' and join the Department of Homeland Security (DHS) in rounding up undocumented immigrants—you're not dreaming. It's the latest wild move in the digital world!
Streaming platforms like Pandora, Spotify, and Max, plus surprise appearances during September’s MTV VMAs, have found themselves host to a surge of DHS recruitment ads, much to the dismay of listeners everywhere. In case you're wondering why, it's part of the Trump administration's plan to invest a whopping $30 billion to add 10,000 deportation officers by year-end, as reported by The Associated Press.
Listeners have reported that mid-October saw Spotify’s free plan users bombarded with these ads, prompting some to jump ship and end their memberships. Spotify stands by their decision, stating the ads are part of a 'broad campaign' by the government and don't break any advertising rules, according to Rolling Stone.
And it's not just Spotify—fans have flagged these ads on Hulu, Max, YouTube, and Pandora since as far back as April. Rolling Stone reports that DHS spent $2.8 million on ads across English and Spanish platforms on Meta's Facebook and Instagram since March. ICE-recruitment ads alone raked in another half-million since August.
YouTube's targeted Spanish-language ads promoting self-deportation racked up nearly $3 million in spending. Although we can't track the figures for Spotify and Pandora, an insider spilled to Rolling Stone that Spotify got around $74,000—peanuts compared to the government's outlay on Meta and Google.
The fresh data landed on November 11 and uncovered that Trump's administration has splurged over $10 million on DHS and ICE ads. A dramatic spend, especially considering the ongoing government shutdown that's left employees furloughed. Still, these agencies are throwing millions at their digital campaigns during the budget crisis.
October marked a notable rise in YouTube spending by DHS, soaring from $292,000 to $332,000 within three weeks! And DHS Assistant Secretary Tricia McLaughlin affirmed that while a whopping recruiting drive is underway, the Biden administration's alleged 'crisis' won’t deter their hiring spree.
So, next time you're rocking out and a curious ad tries to recruit you, just remember: it's not the apocalypse—it's the politics!