Elon Musk’s X to Stream Shows From Don Lemon and Jim Rome in Original Content Push

Elon Musk’s X is making a significant push into original programming.

The platform on Tuesday announced a number of content deals, including exclusive shows hosted by former CNN anchor Don Lemon, former congresswomen Tulsi Gabbard, and former Fox Sports host and current sports radio personality Jim Rome.

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Lemon, Gabbard and Rome announced the shows on X Tuesday.

“I’ve heard you… and today I am back, bigger, bolder, freer!,” Lemon wrote. “My new media company’s first project is The Don Lemon Show. It will be available to everyone, easily, whenever and wherever you want it, streaming on the platforms where the conversations are happening. And you’ll find it first on X, the biggest space for free space in the world. I know now more than ever that we need a place for honest debate and discussion without the hall monitors. This is just the beginning so stay tuned.”

“Totally HYPED to announce my new video programming partnership with X!” Rome said. “We will be live on X soon and I can’t wait. X provides an incredible opportunity for me to reach fans on the biggest, most dynamic platform in the world.  Day 1! All in!  Let’s go!”

Rome’s program is also part of a multi-year partnership between X and Range Media Partners, which counts Rome as a client. That partnership will include “at least 10 shows, across various genres and formats.”

The multi-show deal with Range and the shows from Lemon and Gabbard suggest that X, under CEO Linda Yaccarino, wants to turn its business fortunes around, with video advertising being a centerpiece of that strategy.

The new shows, as well as new advertising and brand safety tools, were announced at CES Tuesday. Musk also touted the addition of Lemon’s show in a handful of posts.

The original shows also come just a few weeks after Musk took aim at X’s advertisers at a conference in New York.

“Don’t advertise. If someone is going to try and blackmail me with advertising? Blackmail me with money? Go fuck yourself,” Musk said. “Go fuck yourself, is that clear? Hey, Bob, if you’re in the audience. That’s how I feel, don’t advertise.”

“Bob” was Disney CEO Bob Iger, who explained why Disney had pulled its ads from X earlier in the day.

A slate of original shows from known talent, including sports content from the likes of Rome, could provide a safe landing pad for marketers looking to return to the platform.

Lemon’s deal was brokered by UTA’s Oren Rosenbaum.

“Don’s new media company will take his no-holds-barred approach to storytelling to the next level in this raw and authentic program,” Rosenbaum says. “Leveraging technology like AI and many decades worth of experience, Don will break news and provoke thoughtful conversation through his direct and unfiltered take on today’s most important stories.”

Rome is represented by Range Media Partners, Attorney Dave Feldman (Brecheen, Feldman, Breimer , Silver and Thompson), and manager Kraig Kitchin.

The new shows also come after Tucker Carlson, who launched his streaming show exclusively on X, opted to move new episodes of his show to a subscription streaming platform called the Tucker Carlson Network.

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