Jay Z is building a range of businesses just on the strength of his brand. Lady Gaga has formed really interesting partnerships. Justin Bieber and his manager Scooter Braun are investing in a number of different companies and also promoting them in many ways.
A major celebrity is a major brand, and major brands pick very critically what other brands they're going to associate with. So an A-list celebrity usually picks an A-list brand.
But in the right-wing media, they do have a right-wing bias. And they also have an agenda. So their agenda is: we're an adjunct of the Republican Party, and we're going push that agenda every day, and, as you say, brand these stories that help further the right-wing cause.