MSCHF, a Brooklyn artist collective, just made the term “Eat the rich” as literal as it can get. During the pandemic, the massive surge in billionaires’ wealth moved several lawmakers to push for a “wealth tax.” Gen Z and Millennials coined the “Eat The Rich” slogan as a cry against wealth inequality.
MSCHF is known for its art projects ranging from the “Guns2Swords” project to the Jesus shoes and controversial Satan shoes that landed them a court case with Nike. They were also the group behind the creation of the rubber chicken that also functioned as a bong.
Their latest art project, “Eat The Rich,” saw the group design popsicles in the likeness of leading billionaires and sell them for $10 a pop. The price was met with criticism, and some users likened them to the capitalist forerunners they were making fun of.
MSCHF Launched ‘Eat The Rich’
MSCHF just launched its new popsicle business but with a twist. The popsicles in the various ice cream trucks spread across New York City and Los Angeles now give the city dwellers the chance to take a sizable bite out of capitalism.
Named “Bite Bezos,” “Gobble Gates,” “Suck Zuck,” “Munch Musk,” and “Snack on Jack,” each signature popsicle is fashioned after some of the world’s leading tech billionaires. These include Elon Musk, Jeff Bezos, Bill Gates, Mark Zuckerberg, and the co-founder of Alibaba, Jack Ma.
The posters for the popsicles showed the headshots of the billionaires placed beside their sweet treat lookalikes. The project, dubbed “Eat The Rich,” sells each sugary dessert for $10 apiece under the brand name of a parodied version of the “Popsicle” logo, “Mschfsicle.”
The Popsicles Outsold On Tuesday
MSCHF’s ice cream truck is situated just outside the Columbus Circle and is open from 11 a.m. to 6 p.m. The vehicle will reportedly be in the area for the rest of the week. By Tuesday, the truck will be at Brooklyn’s McCarren Park, then move to Washington Square Park on Wednesday.
The popsicles have proven to be popular following their introduction to the public. According to Bloomberg, the food trucks located in New York sold out on Tuesday. The chief revenue officer Daniel Greenberg emailed CBS MoneyWatch recently, shedding light on the purpose of the treat besides sating a sweet tooth.
According to Greenberg, they were designed to kick off a conversation among people. He further revealed that despite the project’s apparent success in its locations, MSCHF planned on killing it off come Wednesday. He wrote, “There are no plans to expand this.”
MSCHF Was Accused Of Being Capitalist
Brooklyn startup MSCHF lets you ‘Eat the Rich’ as it sells popsicles shaped like the heads of tech billionaires Jeff Bezos, Bill Gates, Jack Ma, Elon Musk and Mark Zuckerberg for $10 pic.twitter.com/F7XGXmNqHs
— Reuters (@Reuters) July 14, 2022
Social media didn’t appreciate MSCHF’s pricing of their popsicles, some pointing out the irony of a company using a $10 popsicle to criticize capitalism. A Twitter user wrote, “I’m going to go out on a limb here and say selling overpriced popsicles to end capitalism is peak champagne socialism larp.”
Another user noted, “An ice cream truck selling ‘eat the rich’ popsicles for $10 to influencers to post on Instagram so they can sell ads is ironically peak capitalism.” Greenberg revealed that the “Eat The Rich” venture is just one amount several of MSCHF’s art projects made to spark the interest of the public.
MSCHF’s Other Projects
Before their stint with the popsicle, MSCHF was involved in several other projects, some of which are behind some of the most viral pranks and products on the internet. They were behind Lil Naz X’s controversial Satan Nike shoes and its predecessor, the Jesus shoes.
The Satan shoes immediately faced backlash after release because their design contained human blood. A lawsuit from Nike eventually followed because the product allegedly copied their Swoosh logo.
MSCHF is also behind the sword carried by Canadian musician Grimes to the 2021 Met Gala. The blade was put together with metal from several AR-15 rifles in the “Guns2Swords” art project. Another of their creations is the browser add-on that makes watching Netflix look like answering a conference call.
While talking to Insider, the company’s founder and previous CEO, Gabriel Whaley, said, “Our perspective is everything is funny in a nihilistic sort of way. We’re not here to make the world a better place. We’re making light of how much everything sucks.”