The Democratic establishment in Los Angeles largely opposes him. However, his unconventional campaign has garnered significant support, both in terms of public enthusiasm and financial backing, from a surprising array of influential figures in the entertainment industry, positioning him as a formidable and unpredictable contender for mayor.
The Unlikely Candidate
In the final days before Los Angeles’ mayoral primary election, Spencer Pratt, a figure known for his reality television persona and now an online purveyor of crystals, has emerged as one of the leading candidates. This trajectory would have been almost unimaginable just a single election cycle prior.
The city’s persistent challenges, particularly the escalating homelessness crisis and the exodus of film and television production, have created an environment conducive to Pratt’s rise. He transitioned into a populist figure after his family’s residence was devastated by the Palisades Fire in January 2025. Despite being a registered Republican, his campaign, fueled by sharp criticism of what he perceives as systemic governmental failures, has adopted a law-and-order platform that has unsettled the city’s liberal Democratic establishment.
Pratt’s primary competitors are the incumbent Mayor Karen Bass and Nithya Raman, a city councilwoman representing a district heavily influenced by the entertainment industry, which spans from Sherman Oaks through the Hollywood Hills to Silver Lake. The election’s outcome will see the top two vote-getters proceed to a runoff election scheduled for November 3.
Political Maneuvering and Industry Alliances
Mayor Bass faces headwinds across the electorate in the aftermath of the fires, even with endorsements from Hollywood’s various crew unions and other labor organizations. While she maintains a lead in polling, she views Pratt—a political newcomer widely dismissed at City Hall and who released a tell-all memoir that reads like an opposition research document shortly before entering the race—as a more manageable opponent. This sentiment is shared by her allies at the influential L.A. County Federation of Labor, which funded a campaign advertisement critical of Pratt. Raman characterized this move as a “cynical” tactic designed to undermine her campaign and inadvertently bolster Pratt’s standing.
Pratt’s improbable ascent, reminiscent of a narrative arc from a surrealist film, is largely attributable to his extensive engagement with the media landscape. This includes not only his celebrity recognition and access to a network of donors but also decades of cultivating a deep understanding of contemporary media dynamics. His experience spans from being a television personality on unscripted shows to leveraging social media platforms as an influencer, building direct relationships with audiences.
Pratt has demonstrated considerable skill as both a producer and disseminator of digital political messaging. He has generated significant attention through his darkly satirical, vigilante-themed content, drawing inspiration from films like ‘The Dark Knight’ and ‘Falling Down,’ and has also released a pointed commentary on Kendrick Lamar’s song “Not Like Us.” His campaign actively compensates online “clippers”—creators who distill longer content into viral memes—to amplify his contributions, ranging from sharp remarks on popular video podcasts like those hosted by Joe Rogan and “All In,” to his most emotionally resonant moments during the recent televised mayoral debate.
Strategic Partnerships and Financial Backing
Pratt has frequently been compared to former President Donald Trump, another figure with a reality television background. Trump commented to reporters on May 20 that he “would like to see him do well” and described Pratt as “a character.” Pratt himself has stated that he voted for Trump in the 2024 election, citing his interest in gun ownership rights as a motivating factor. The campaign is being managed by veteran Republican strategists. Notably, Pratt’s campaign has disbursed over $60,000 to June Cutter, the executive director of America First California, a state-level think tank and advocacy group associated with the MAGA movement and founded by former Trump advisors.
Pratt’s personal financial philosophy, as articulated in his memoir, might raise concerns among traditional financial professionals: “What’s money, really? Just energy moving in and out of your life.” This perspective comes from an individual aiming to address perceived financial mismanagement in a city with an annual budget of $14 billion.
Despite this, his growing roster of prominent donors remains undeterred. This list includes industry leaders such as Lucian Grainge, Dan Loeb, Haim Saban, Brian Grazer, Bobby Kotick, Jeanie Buss, Sean Rad, Mark Pincus, and the Winklevoss twins, Cameron and Tyler. They appear to subscribe to Pratt’s vision of restoring Los Angeles to a state where it is “camera-ready” for all its residents.
This sentiment is echoed by a segment of the entertainment industry that views him as a potential savior for Hollywood. Ashley, wife of Larry David, hosted a campaign event at their residence. Similarly, David Foster, whose wife Katharine McPhee—also a donor—performed a rendition of Tina Turner’s “Simply the Best” for Pratt during a fundraising event at their Los Angeles home.
From Media Personality to Political Figure
In an interview with The Hollywood Reporter in October, following the Palisades wildfire, Pratt expressed no interest in electoral politics, focusing instead on policy reform. Months later, he entered the mayoral race. However, even at that earlier stage, it was evident that an audience was receptive to his unexpected shift towards serious civic engagement.
He had recently launched a talk show with his wife, Heidi Montag, featuring guests such as former L.A. County Sheriff Alex Villanueva, a Democrat who had fallen out of favor with the party and was subsequently embraced by conservative media for his tough-on-crime stance. At the time, it was plausible to foresee Pratt developing into another prominent political commentator known for courting controversy.
Pratt, who first gained notoriety as Montag’s antagonist on the early 2000s reality series ‘The Hills,’ had reportedly been experiencing frustration over his inability to secure new on-air opportunities for his family. He mentioned to The Hollywood Reporter at the time that a long-considered project involving his family was “technically, still alive at Hulu,” speculating that the fallout from the wildfires and Montag’s resurgence in her singing career might generate renewed interest. He added, “I’m told by my fearless team at WME that not being passed on is a success nowadays.”
For Pratt, his mayoral campaign represents a solution to both the city’s perceived problems and his own career aspirations. A victory would grant his family access to Getty House, the official mayoral residence. Furthermore, by successfully rebranding himself from a widely disliked pop culture figure—the title of his book being “The Guy You Loved to Hate”—into a heroic figure in a real-life drama, he may finally overcome his perceived career stagnation.
As Pratt’s poll numbers saw a significant rise in mid-May, reports emerged of a potential deal with unscripted producer Boardwalk Pictures (known for “Welcome to Wrexham” and “Cheer”) for a show documenting the family’s campaign journey and, potentially, Pratt’s tenure as mayor. While his representative has stated that “there is no signed contract” and “nothing has been pitched,” the political landscape of Los Angeles has already demonstrated a capacity for unexpected developments.
Business Style Takeaway: The rise of Spencer Pratt underscores a significant shift in political engagement, where media savvy and populist messaging can override traditional political credentials. This phenomenon challenges established party structures and highlights the growing influence of entertainment figures in shaping public discourse and policy, potentially altering the calculus for future political campaigns and corporate leadership in the media sector.
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