Glenn Beck wants to change the face of American culture, and he plans to do so by trying to downplay his role in the stage shows and movies he hopes to roll out in the coming years through his new production company, American Dream Labs.
Beck detailed his plans to an audience of VIP ticketholders at a July 5 "Beck Unplugged" event leading up to his "Man in the Moon" spectacle, the first effort for his new company.
Over the course of the July 4-6 Man in the Moon holiday weekend, the radio and TV host explained that as part of his effort to turn society toward his own beliefs, he planned to begin moving into the entertainment space with stage shows, music, and movies, the first of which is slated for Christmas 2014.
Don't expect American Dream Labs' work to have the obviously ideological dynamic that inhabits Beck's past work. "One of the things that you'll see with the Man in the Moon is the Man in the Moon has been made for a different set of people," Beck told his "Unplugged" audience. "We have to stop preaching to the choir."
But because Beck realizes that his public persona is toxic to most Americans, he plans to make his message more subtle and downplay his involvement. Beck explained that he doesn't "even want my name on my books anymore," and had asked Man in the Moon's engineers to ensure that the Moon, which Beck plays in the show, didn't resemble him. (This doesn't quite square with the fact that Beck himself plays a major role in the show.)
"My name has been good for you guys but bad for the bigger populace," he said. The next stage in Beck's attempted climb to cultural supremacy will depend on whether the "bigger populace" sees Beck's face in his works.
BECK: One of the things that you'll see with the Man in the Moon is the Man in the Moon has been made for a different set of people. We have to stop preaching to the choir. You guys are going to love it, but if it was any other face but mine, and this is the thing that I really wrestled with, and I don't even want my name on my books anymore. First of all, I usually come up with the story and others write it, but my name has been good for you guys but bad for the bigger populace. I play the Moon in this, and when they came to me with the prosthetics they said, "what do you want the moon to look like," and I said, "just not me." You don't want me to look like me at all. We are going in a different direction to where we're trying to do music and entertainment. We're going to start hopefully this year for Christmas 2014, for movies. That's why I'm building the American Dream Labs, to try to get into the entertainment space as well. News is one thing, but news and elections are the last stop. Culture and entertainment are the first stop.
Alexander Zaitchik contributed reporting for this story.