The U.S. Department of Defense approved production support for shows featuring MrBeast, Kelly Clarkson, and Guy Fieri last year as part of a broader strategy to address declining military recruitment among young Americans, according to documents obtained by Rolling Stone.

A recent Government Accountability Office report revealed Gen Z’s favorability toward military service dropped from 46% in 2016 to 35% in 2021. The Army’s advertising agency noted that younger generations primarily form their worldview through social media content, prompting the military to adapt its outreach strategies.

Documents obtained through public records requests show the Pentagon approved Production Assistance Agreements (PAAs) for multiple mainstream television programs in 2023, including “Guy’s All-American Road Trip,” “The Kelly Clarkson Show,” “Downey’s Dream Cars,” “The Price Is Right,” “America’s Got Talent,” and “The Jennifer Hudson Show.”

Under Department of Defense protocols, PAAs are approved when assistance would benefit military service recruiting and retention programs, present realistic depictions of the military, or contribute to public understanding of the armed services. These agreements typically give the military influence over content in exchange for access to personnel, vehicles, technology, and expert consultation.

The Pentagon also approved funding for content with MrBeast for a planned humanitarian effort in Puerto Rico. However, internal emails indicate the project was ultimately canceled when the YouTuber did not proceed with the relief effort.

Exercising Soft Power Through Entertainment

The Pentagon’s strategy builds on the agency’s historical collaboration with entertainment producers. 

According to Rolling Stone, the 1986 film “Top Gun” exemplifies successful military-entertainment partnerships, with pilot applications increasing 500% following its release. In exchange, producers received access to military assets, including fighter jets, bases, and an aircraft carrier.

However, these partnerships also faced challenges. In 1996, the military withdrew support from the action/sci-fi film “Independence Day” when director Roland Emmerich refused to remove references to Area 51 from the script.

Military Outreach via Social Media

The Pentagon’s recent focus on digital influencers comes as traditional recruitment channels struggle to reach Gen Z. 

In October 2024, the U.S. Army announced it was developing a policy for service members who have built substantial social media followings to leverage their reach while maintaining a hands-off approach to content oversight. While enlisted service members have gained millions of views on pro-military social media content, the military itself cannot utilize TikTok due to federal restrictions related to the platform’s Chinese ownership.

The initiatives follow other recent strategies, including the Army’s 4th Psychological Operations Group’s viral recruitment video depicting psychological operations on digital battlefields.

In July 2024, NATO invited 26 content creators from various countries to its Washington summit to bolster public support in light of discussions about U.S. defense spending in Europe and address disinformation and misinformation that spread quickly on social media platforms.