RuPaul’s Drag Race’s AI Use Sparks Fan Backlash

Earlier today, the RuPaul’s Drag Race YouTube account released a short video titled “Jinkx & Plasma’s Gay Adventure!” In this brief video, which was meant to mark the end of Pride Month, the two titular drag queens, who only provided their voices, are shown in an animated video going down a tunnel on a gondola set to Shirley Bassey’s “This is My Life.” As they go further down the tunnel, key moments from the show and its spin-off, RuPaul’s Drag Race All Stars, are included in a montage designed to evoke nostalgia for long-time fans. Initially, this was a clever and well-thought-out idea, and a simple way to generate excitement about new content, and it did create buzz, though not for the reasons the channel might have hoped. You see, the execution of this video quickly came under fire due to the world’s current controversial hot topic: the video was created with AI.

Within a few hours, fans commented on the video and on social media to voice their concerns about AI’s use and the idea that it contradicts the essence of drag as an art form itself. For example, while many fans discussed the concept behind the video and its creative potential, they also highlighted the importance of a franchise that has featured many contestants and their dedication to drag as an art form. They pointed out that AI is a shortcut in a show that has championed and profited from the artistry and creativity of drag artists both domestically and internationally.

The Cost of Cutting Corners

Interestingly enough, some of the loudest critics of AI use were Drag Race YouTubers like JackFed and GreenGay.

“I don’t think the AI video was inherently bad. The concept was fine. But Drag Race has the money to commission queer artists. They didn’t have to use AI.” — JackFed (@JackFedYT)

Many fans agreed and shared similar opinions and criticisms across social media and on the YouTube video itself. Many pointed out that, in addition to Drag Race generating millions annually from its success, many scenes in the video of some of the series’ most iconic moments were also AI-generated, which sparked further discussion about the need to pay artists. This was because the AI-generated content was altered, edited, and combined from pre-existing material, which could have been avoided if a professional had been hired to create this tribute instead of AI.

Fans Want Authenticity in Addition to “Charisma, Uniqueness, Nerve, and Talent”

I’ve spoken before about how Drag Race thrives through its willingness to engage in authenticity, and how the most successful artists from the show are able to connect with fans because of that same authenticity. Therefore, it’s no surprise that there was such a large outcry from fans of the show. Still, where most brands would stand their ground and explain why their content posed no issue, or would make a long post outlining how the show was evolving and exploring new ways to engage with fans through the use of AI-generated content, Drag Race quickly removed the video from public view, which pacified many of the fans that offered critique, showing them that they were heard and listened to, despite no official statement coming from World of Wonder or Drag Race at this time.

While brands are constantly innovating and trying to figure out how AI fits in, Drag Race knows that its multi-million-dollar franchise relies on its viewers and is willing to listen rather than push back when they have something to say. While we don’t know the full extent of Drag Race and its potential future with AI, we do know that it’s willing to put authenticity at the forefront of its brand, even if that means removing content. In the end, Drag Race conveys a clear message: We value artistry and authenticity.