Mayor Zohran Mamdani’s administration has built a network of nearly 200 social media influencers who receive City Hall talking points, updates and content through a private Signal group, according to a new Columbia Journalism Review investigation that is raising questions about government transparency, record-retention requirements and the use of taxpayer money.
The influencers have been granted special access to the administration and encouraged to amplify its messaging across social media, according to the report. The arrangement grew out of Mamdani’s highly successful online operation during his 2025 mayoral campaign.
The CJR investigation found that City Hall communicates with the group through an encrypted Signal chat called “NYC Creators Announcements.” Because Signal can be configured to make messages disappear, government watchdogs have questioned whether the arrangement complies with laws requiring official city communications to be preserved.
The report also found that some members of the broader influencer network have received taxpayer money “for work on particular messaging campaigns,” although CJR said they were not paid specifically for their coverage of Mamdani.
The combination of private government communications and financial relationships between city agencies and some influencers prompted calls for greater disclosure.
“City leaders must be deliberate about how they communicate,” said Citizens Union Executive Director Grace Rauh “Any discussion of official government business must occur in a manner that ensures records are preserved and accessible under the Freedom of Information Law. The rules exist to protect the public.”
Rauh said there is nothing inherently improper about municipal officials working with online content creators, but argued that the lack of public visibility surrounding the relationships is problematic.
While “there’s nothing inherently wrong with working with influencers,” Rauh said “the problem is that the city has been doing this privately.”
“We don’t know who is getting paid and who isn’t, and the public has no way to tell a paid supporter from an organic voice. There needs to be disclosure, and we need clear rules of the road.”
According to CJR, the current City Hall influencer operation grew out of Creators4Zohran, a collection of social media personalities organized during Mamdani’s 2025 mayoral campaign to promote his candidacy and online messaging.
After Mamdani became mayor, the network was reorganized into an operation through which influencers could receive material directly from his administration, including suggested messaging and content that could be incorporated into their own posts.
“The group is run by the Director of New Media and Cultural Communications at the NYC Office of the Mayor, Emilia Rowland, and her staff, and members of the group receive daily updates, talking points and clips that they can use in their posts,” the study states.
Rowland earns an annual city salary of $175,000. Her supervisor, city communications director Anna Bhar, is paid $260,000 annually.
Exactly how many of the influencers have received government money, and how much they may have been paid, remains unclear.
A City Hall spokesperson denied that the mayor’s office itself had paid influencers to create favorable content.
The mayor’s office “never paid a content creator for a collaboration or for content production.”
City Hall did not answer when asked whether other municipal agencies had paid members of the influencer network.
CJR said its research indicated that influencers were not being paid to post about Mamdani or his policies. Many apparently promoted the mayor voluntarily because they supported him politically, valued the access provided by City Hall or viewed their participation as a form of civic engagement.
Some of the influencers, however, have received money for advertisements produced for city agencies, according to the investigation.
The practice of municipal agencies hiring outside marketing companies to arrange influencer campaigns predates Mamdani and dates back at least to the COVID-19 pandemic. Such campaigns have generally paid between $5,000 and $20,000, according to CJR.
A review of active contracts by the New York Post found that Mamdani’s Department of Social Services has spent more than $100,000 this year on an unidentified social media campaign. The three-year contract involved was signed in 2025, during Mayor Eric Adams’ administration.
The group of pro-Mamdani online personalities also reaches beyond New York City.
One influencer from Columbus, Ohio, who uses the Instagram handle @bananadotgov, has published several highly favorable videos about Mamdani.
“Strange things are happening, because I have literally not felt this way about a politician since Bernie Sanders,” she said, responding to the mayor saying he wouldn’t take a pay raise in July.
It remained unclear Wednesday whether the Ohio-based influencer belongs to the City Hall Signal chat, though she frequently appeared on the Creators4Zohran page during the campaign.
The administration’s decision to use Signal has revived concerns that surfaced during Mayor Bill de Blasio’s tenure, when aides were found to have used the encrypted messaging application, which includes an option allowing messages to automatically disappear.
New York City officials are legally required to preserve records relating to government business, including relevant electronic messages, so that members of the public and government watchdogs can obtain information about official decisions and policymaking.
“Government records do not stop being government records because an official uses Signal, a personal phone, or another non-government platform,” said Axel Ebermann of the New York Coalition for Open Government.
“The City’s own records policy is clear as well. Instant messages about City decisions, actions, or policies must be preserved, including those sent on personal devices or third-party platforms,” Ebermann said. “If messages about public business are disappearing because officials chose an app that allows them to disappear, that’s a serious open-government problem.
“Government officials should not be able to make public records disappear simply by choosing the right app.”
Nile Berry, a New York City influencer who participates in the Signal group, said posting privileges are restricted to six members of the Mamdani administration and described most of the material they distribute as “pretty run-of-the-mill announcements.” He nevertheless acknowledged that using Signal could create questions about transparency.
“I don’t know why exactly Signal was chosen,” he said.
“I know it has a sketchy cachet as what’s used to keep messages private. I don’t know why they’re choosing to use that. This could as easily be a WhatsApp group or a text thread.”
Asked about concerns that the Signal arrangement could violate municipal record-retention requirements, Mamdani initially defended the administration’s outreach to influencers as comparable to communicating with traditional outlets such as television and radio.
The mayor subsequently said his administration intends to comply with the laws governing city records.
“My administration will always strive to fully provide all legal requirements, including those that relate to the presentation of city records,” he said Wednesday.
“If there are any departures from what is legally required, my administration will look into it immediately and take corrective action.”
City Hall initially referred questions from the Post to Mamdani’s remarks and declined to provide specific responses.
The administration later released a statement from Ramzi Kassem, chief counsel to the mayor, who said the use of Signal itself is permissible as long as officials comply with applicable record-retention requirements.
“There is no City policy against using Signal,” he said. “By default, the application is not downloaded on City employees’ devices, but like TikTok, WhatsApp, and other applications, it can be authorized for employees’ specific uses subject to compliance with applicable City record retention policies and the New York State Freedom of Information Law. Authorized use of Signal on City devices allows records to be retained consistent with record retention policies and laws.”
It was not known whether messages in the “NYC Creators Announcements” chat had been configured to disappear automatically.
The revelations come amid broader criticism that the Mamdani administration has blurred the boundary between ordinary government communications and political promotion.
Critics have previously targeted Mamdani’s $54 million Office of Mass Engagement, accusing the operation of functioning as a taxpayer-funded propaganda apparatus. His administration has also faced criticism for producing a publicly funded documentary about tenants organizing against their landlord.
“This new effort with influencers is a great example of why we have transparency rules,” Rachel Fauss, of good government group Reinvent Albany, said Wednesday. “Disclosure is the right thing to do here. It’s tax dollars so there’s a public interest.”
NYC Common Sense, an organization headed by former mayoral candidate Jim Walden, responded to the report by asking the city Department of Investigation to examine the administration’s use of the Signal group.
“New Yorkers should not have to wonder whether the friendly video in their feed is independent commentary, undisclosed advertising, or government-funded political messaging,” he said in a letter Wednesday.
“A transparent investigation would protect legitimate public-service communications while ensuring that City Hall does not use public money and private channels to manufacture favorable coverage for the Mayor.”
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