Spencer Pratt's unexpected success on the path to becoming the mayor of Los Angeles reveals the changing dynamics of political media: Television, radio, and traditional media are giving way to the virality of social media and clips. Rising to national fame through reality television, Pratt has transformed this popularity into a strong social media presence, positioning himself well for the elections. He is expected to face off against current mayor Karen Bass in the general election.

Pratt's campaign has benefited from a service that claims to be the best clip agency for viral campaigns, spending $30,025 this month on a company called "Clipping Culture LLC." This company’s client list includes names like Yung Gravy, Selena Gomez, and Lady Gaga. Additionally, the campaign allocated $25,000 to another company called Cliphaus Inc., which claims to be a leader in content distribution and has garnered billions of views with short-form content.

The rapidly spreading videos on social media have made clip culture a part of everyday life. However, Pratt's campaign takes this a step further by publishing its own clips and amplifying AI-generated videos created by fans. One of the most shared videos features a digital recreation of Bass; in this footage, Bass appears with makeup resembling the Joker character from the Batman series.

Pratt is not ignoring traditional media either; he regularly conducts interviews with local television and media. However, it is clear that the campaign's strategy for paid media is focused on social media. If this strategy proves successful, it will mark a significant turning point for political media consultants. However, it remains uncertain whether these lessons will be effective for other candidates who lack the attention-grabbing ability of figures like Trump.