Black Rifle Coffee to double ad budget for Joe Rogan after backlash

Black Rifle Coffee Co., the controversial veteran-founded java business with ties to San Antonio, is doubling down on its support of Joe Rogan, the podcast star who is facing backlash over concerns that he is spreading COVID-19 misinformation on his show. Black Rifle Coffee’s push comes as celebrities, including folk rock legends Neil Young and Joni Mitchell, are pulling their music from Spotify in protest of the platform’s decision to support Rogan, who recently moved from California to Austin. Black Rifle Coffee’s founders, who have appeared as guests on "The Joe Rogan Experience," have vowed to double its advertising budget on the program.

Company founder Evan Hafer told the Washington Examiner on Tuesday that he considers Rogan a friend. “I learned something a long time ago in my previous profession and this business,” Hafer told the newspaper. “Teammates and friends don’t duck and cover when the fire, or in the case of social media pressure, picks up. You go should-to-shoulder into the mix, and you sort it together.” A spokeswoman from Black Rifle Coffee declined to comment in an email to the Express-News. Black Rifle Coffee has an advertisement relationship with Rogan on its website, including a page devoted to the podcast, discounts and a photograph of its founders posing with the podcast host. Rogan even has his own “collection” of apparel and coffee. Spotify announced this week that it would add a content advisory to any podcast episode that discusses the coronavirus.