NEW YORK
New York City Mayor Zohran Mamdani's administration has cultivated ties with about 200 online content creators to disseminate his policy messages through social media, according to a Columbia Journalism Review report.
The mayor's communications team established a private Signal group chat with these creators. Mamdani's team sends press updates and talking points to the group, and the creators decide what content to post.
The network emerged from "Creators4Zohran," a group that supported Mamdani during his 2025 mayoral campaign. The mayor built a significant social media following during that race.
While influencers in the Signal group are not paid by the city for general coverage, the Columbia Journalism Review found that some have received payment for specific messaging campaigns with city agencies. These campaigns typically cost between $5,000 and $20,000. The fees are paid to influencers through marketing and advertising agencies that hold contracts with the city.
Financial details of these relationships remain undisclosed. Procurement notices signed with the marketing and advertising agencies do not list the names of the content creators involved.
Emilia Rowland, the city's Director of New Media and Cultural Communications, organized the Signal chat and distributes information to the creators. She earns $175,000 annually, according to the New York Post.
At a Wednesday press conference, Mayor Mamdani said his administration "will always strive to fully comply with all legal requirements." He said if "any departures from what is legally required" are identified, his administration "will look into it immediately and take corrective action."
Mamdani noted that New Yorkers consume news through varied channels and said his administration has a responsibility to "communicate information from city government directly to the people of this city" through television, radio, social media, and content creators.
