Days after a 10-song Coachella DJ set that may have gained him a new audience, Moby revealed on April 16 that he was donating all profits from the concert to animal rights organizations, including the nonprofit Mercy For Animals. The move was in keeping with the artist’s long-standing advocacy, and his vegan lifestyle may be the only thing people know about him other than singles like “Porcelain” and “Natural Blues.”
For Mercy for Animals, it was another public relations win, as the organization, which has long had close ties to Hollywood through its star-studded galas, works to cultivate industry talent to organize for its causes. This includes promoting undercover videos showing the dangers of industrial agriculture, sometimes with narrators or speakers such as Joaquin Phoenix, Alicia Silverstone, Pamela Anderson, and Woody Harrelson.
The director who handles the group’s stars, advertisers and activists is Nick Tyler, who has spent nearly a decade with the organization building entertainment industry relationships and connecting artists to its campaigns. Talk to Hollywood Reporter About how this process works.
How did you get involved in this type of advocacy?
I started working as a child actor when I was six years old and went on to work on Broadway and television as a child, growing up in New York. So I was interested in the entertainment industry and growing up on sets, I was very involved as an actor. Then I stopped acting, went to NYU to study film, and I was studying to be a director and decided to go back to acting after college, and I moved to Los Angeles for a pilot season.
At that time I met someone who had just written New York Times Best-selling book on issues of industrial agriculture, plant life and its impact on the environment, people and animals. I’m really inspired by the idea of people being able to become artists in the entertainment industry, and then also use their platform to highlight these issues that are important to them.
What kind of projects do you work on with talent at the nonprofit?
I am constantly looking for opportunities to engage and connect many people for the cause and movement and unite public figures to raise awareness of the issues we stand for. Moby, Diane Warren, Tom Schulz, these are people who are closely associated with our work and have been ambassadors for the organization, and have been involved in our public service announcements and our video work. A big part of our work is undercover investigations, and that’s what put us on the map, undercover investigations into industrial agriculture.
The undercover investigators are not public figures, but there are celebrity ambassadors who will be part of the undercover investigation regarding the sharing of the footage. So in the past, people like Pamela Anderson and Joaquin Phoenix would narrate videos. We have a lot of celebrities who will lend their names and their voices and their time to share this important footage, and it’s very intense footage to reveal, but there are some really amazing actors and public figures and passionate activists, it’s very close to their hearts. They are only too happy to highlight the hidden horrors within factory farming.
What areas does the nonprofit focus on?
Our core areas of work are reducing suffering. So this is the work we will do with governments and leaders in the food industry, to be more conscious of incorporating animal welfare policies and reducing farm animal suffering. Our big focus is on tackling cage confinement and inspiring and educating about plant-based food options, whether that’s in restaurants or in your shopping cart.
Do you think Hollywood is moving towards support or distancing depending on the political environment?
I feel like the public figures who support us and have been around for the entire 26-year life of the organization are very passionate about it. They care deeply about talking about animals, about talking about injustices against not only animals, but also factory farm workers. It’s so ingrained in their identity that I don’t think they ever hesitate to share that information in an open way.
You are also producing short films for the Mercy for Animals series.
the Voices of hope The series originated in 2024 when she approached the Jane Goodall Institute to create it Voices of Hope: Words of Wisdom by Jane Goodalla short film composed from decades of Jane Goodall’s public statements. She brought in 22 public figures to share her words of wisdom as a group.
second movie, Voices of Hope: Words of Wisdom by Marlon Brandowhich was in partnership with the Marlon Brando Trustees, was a tribute to his legacy of activism, his pioneering advocacy for social justice and environmental protection, and his passion for animals. Similar to Jane Goodall’s film, the film also brought in 22 public figures to participate in the narrative. Then this year, on Ram Dass’s 95th birthday, I completed the trilogy, with a short film honoring his legacy of spiritual wisdom and compassionate heart.
When you’re looking to partner with a celebrity, what’s the usual question?
For me, talent sharing is about building relationships and inviting people into the community. Inviting public figures to the cause is something I do constantly – whether they are attending a live or virtual event as a guest, participating in a program such as being a presenter at a concert or music festival, or we are honoring them at the gala with an award for their advocacy – I am always looking for opportunities to invite everyone to participate at any stage of their advocacy journey.
They don’t need to be ardent animal rights activists. They do not need to be vegetarian or vegan. They just need to care about the issues – whether it’s humanitarian, environmental, child welfare, women’s welfare – when someone shows an interest in advocacy and using their voice and platform for the greater good, I care.
This interview has been edited and condensed for clarity.
