Elon Musk is trying to woo advertisers after telling them to ‘go f–k yourself’

Elon Musk told advertisers last year to “go fuck yourself.” This year, he is showcasing a much different attitude.

Editor’s Note: A version of this article first appeared in the “Reliable Sources” newsletter. Sign up for the daily digest chronicling the evolving media landscape here. Elon Musk told advertisers last year to “go f**k yourself.” This year, he is showcasing a much different attitude. The erratic billionaire, realizing that he very much needs major advertisers to power X, was in the South of France on Wednesday, attending Cannes Lions, the world’s largest advertising festival.

The SpaceX and Tesla boss has gleefully promoted conspiracy theories, used his perch as the most-followed X account to launch ugly attacks on critics, smeared the news media, worked to stifle free speech that inconveniences him, and elevated political extremists on the platform, among other offensive actions. Last year, in the wake of the October 7 terrorist attack in Israel, Musk casually endorsed an antisemitic conspiracy theory, only apologizing days later after coming under immense pressure.

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