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The deal is done. Tech mogul Elon Musk has completed his $44bn acquisition of Twitter, and has reportedly already fired key members of its senior management team as he takes control.

It’s a mark of the controversy and speculation that has surrounded Musk’s acquisition that one of his other first acts as new owner was to publish a letter to Twitter advertisers trying to reassure them.

“The reason I acquired Twitter is because it is important to the future of civilization to have a common digital town square, where a wide range of beliefs can be debated in a healthy manner, without resorting to violence,” he wrote.

The kind of far-right-wing activists who love resorting to violence have been celebrating Musk’s acquisition, which somewhat undercuts that vision, but Musk sought to downplay suggestions it will be open season for fascists on Twitter from now on.

“Twitter obviously cannot become a free-for-all hellscape, where anything can be said with no consequences! In addition to adhering to the laws of the land, our platform must be warm and welcoming to all…”

A noble ambition, but if Musk’s Twitter falls short of it, advertisers could flee the platform alongside users.

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Stuart Dredge

Music Ally's Head of Insight

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