By Jason Collins
Editor’s note: The opinions expressed here are those of the authors. View more opinions on ScoonTV
Whether you love her or not, Candace Owens is one of the most influential and controversial commentators online. Her comments on politics, religion, and celebrities are known to make the headlines and grab attention, but what exactly does she want? Political activist? Media personality? Businesswomen? Or perhaps it’s a combination of all three.
There’s no mistaking that Owens is not just one thing. Her career is a blend of personal branding, media entrepreneurship, and ideological advocacy. But behind all this, what is she after? Is it political power or merely a performance? What’s left when you peel back the many faces of Candace Owens?
Emerging Conservative Star
Raised in Connecticut, Owens’ rise to fame started in 2017 with an appearance on a conservative podcast, saying that
“(I)became a conservative overnight. I realized that liberals were actually the racists, that liberals were actually the trolls.”
She started her own YouTube video series under the name Red Pill Black, where she quickly grew an audience that resonated with blunt commentary and conspiracy theories.
In the wake of the 2017 Unite the Right rally in Charlottesville, Virginia, where dozens were injured, Owens had posted a video titled, “I Don’t Care About Charlottesville, the KKK, or White Supremacy.” That video caught the attention of right-wing commentators, and later that year, Owens was hired by the American nonprofit organization Turning Point. It was her talks on college campuses across the country that earned her Donald Trump’s praise. In a Twitter post (now X) in 2018, he wrote about Owens,
“She represents an ever-expanding group of very smart “thinkers,’ and it is wonderful to watch and hear the dialogue going on…so good for our Country!”
After joining the right-wing media company, The Daily Wire, in 2021, founded by Ben Shapiro, Owens quickly became one of the outlet’s biggest personalities, but tensions emerged over issues surrounding antisemitism. What followed was a highly publicized split with Shapiro and her 2024 departure from The Daily Wire. Now, Owens is no longer a staunch Trump supporter, with Trump even going as far as to call her “disgusting” following her clash with France’s presidential couple.
Candace emerged as a leading Black conservative voice that challenged mainstream narratives, but what is her end goal?
Does She Want Political Power?
Her rise to stardom in the political world has led many to speculate about her political ambitions, but Owens has been very clear that she is not interested in running for president. During her appearance at the St. Petersburg International Economic Forum, she said, rather than run for dictator, and further clarified that her remarks were not a formal campaign bid. But while she might not wish for a seat in the White House, her influence grows.
Political pundits like Sarah Longwell recently reported that Owens is a rising name among Republicans and is positioning her alongside high-profile Republicans like J.D. Vance. Longwell wrote, “Her influence is increasingly not confined to MAGA Republicans.” She added,
“In fact, over the last five years, few individuals come up more regularly than her as non-politicians who people see as a possible future president.”
However, Owens appears more interested in shaping political conversations rather than serving in government, with her reach exceeding that of many elected officials.
The Business of Being Candace Owens
In today’s polarized world of politics, modern media favors strong personalities, and Owens is just that. Her opinions are her brand, and her audience is how she powers her business. From podcasts and interviews to speaking engagements, Owens has made a name for herself alongside prominent figures such as Tucker Carlson, Joe Rogan, and Ben Shapiro.
But some people are not convinced. Is it all performance? Does making money from political commentary mean you lack sincere beliefs? As someone often in the firing line for highly controversial and provocative comments, the podcast star is often accused of attention-seeking. But it’s this criticism that continues to fuel her engagement.
In 2018, Owens angered many by saying,
“If Hitler just wanted to make Germany great and have things run well, OK, fine. The problem is that he wanted, he had dreams outside of Germany.”
She later claimed the quote was taken out of context. A year later, Owens resigned from Turning Point USA in 2019, where she later ran into more controversy. For example, in 2022, she defended Kanye West’s antisemitic tweet. The Anti-Defamation League described her as someone who “has come to embrace and promote antisemitic tropes and anti-Israel rhetoric.”
Owens has also gotten herself caught up in a defamation suit filed by France’s first couple over her comments that President Emmanuel Macron’s wife, Brigitte, is a man. Her ongoing criticism of Turning Point USA and Erika Kirk has earned her a massive following of both fans and haters. Her supporters argue that Owens challenges ideological conformity and media narratives. For her supporters, Owens provides representation for conservatives who feel their views are underrepresented. But her legal troubles also raise questions about the risks of building a brand around provocative claims.
Look at conspiracy theorist Alex Jones as an example. In 2012, Jones claimed the Sandy Hook Elementary School massacre was a hoax and was sued by families of the victims for defamation. The judges ordered him to pay over $1.4 billion in compensatory and punitive damages. The lawsuit highlights the potential legal consequences that can come with controversial commentary.
Activist, Influencer, or Entrepreneur?
So what does Owens really want? Her career suggests political influence, and she’s growing it through a blend of political activism, business savvy, and media influence. By positioning herself as a fearless truth-sayer, she has been able to shape public debate without an elected office, giving her the same, and even greater, influence as rival political figures.
Yet, Owens’s success also reflects a broader transformation within conservative media, where influence comes not only from political figures but also from personalities with a direct relationship with their audience. Look at Shapiro, while he’s bleeding viewers, Owens continues to grow. What’s interesting is that Owens belongs to a growing class of political personalities who are now operating outside of traditional institutions where power comes from commanding attention. Her very pubic feud with Shapiro, her departure from The Daily Wire, and the ongoing defamation suit are helping to reinforce her image as an independent voice rather than diminishing it.
In Owens’ case, her many faces are not separate identities but rather all moving cogs in her ambition to build her brand. She used those roles, be it influencer or activist, to build her audience and grow her political influence.
Curtis Scoon is the founder of ScoonTv.com Download the ScoonTv App to join our weekly livestream every Tuesday @ 8pm EST! Support true independent media. Become a VIP member www.scoontv.com/vip-signup/ and download the ScoonTv App from your App Store.
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