As could be seen on MSCHF’s official page, its recent campaign is mainly aimed at “killing” brands it deems evil or are participating in questionable actions. TikTok, for example, is a $10 target due to its “content suppression” initiatives; Amazon is a $100 target for its “human rights violations and union busting;” and Facebook is a $4,000 target due to its proliferation of “hate speech and fake news.”
Tesla became a target over its alleged “employee health negligence and union busting.”
In a previous interview with Business Insider, Gabriel Whaley, the founder and CEO of MSCHF, noted he does not even see the group as a company. This is evident in the group’s projects, which range from browser add-ons that allow users to disguise Netflix watching as a conference call to tangible products like Nike sneakers filled with holy water. Describing the company’s activities, Whaley noted MSCHF exists to make light of “how much everything sucks.”
“We’re trying to do stuff that the world can’t even define. Our perspective is everything is funny in a nihilistic sort of way. We’re not here to make the world a better place. We’re making light of how much everything sucks,” he said.
TikTok has been used as a positive platform for Tesla as well. Popular YouTuber David Dobrik, for example, used TikTok for a rather heartwarming Tesla Model 3 giveaway. The video-sharing platform is also used by Tesla China to strengthen its social media presence and address customer inquiries.