As wildfires ravage Los Angeles, destroying homes and forcing families to flee, a campaign spanning billboards in Times Square and on thousands of New York City taxis is calling on New Yorkers to help. But instead of supporting a fire relief charity, the digital ads direct donations to the private company of Alec Celestin, a 27-year-old tech entrepreneur, DJ, and talent manager based in Los Angeles.
Last week, a six-sided billboard under the iconic Coca-Cola sign at West 47th Street and Broadway began promoting a donation link to Celestin’s newly-launched company, which he describes as a pioneer in “entertainment and tech disruption.”
Celestin stated on X, “I have found a way to SAVE LOS ANGELES.”
His website and recent posts outline ambitious fire relief efforts, including coordinating emergency evacuations, deploying search and rescue teams, and spearheading community rebuilding initiatives.
Law enforcement authorities are urging vigilance, warning consumers in California and New York to remain alert for potential scams amid the ongoing crisis. The New York State Attorney General’s Office advises people to review organizations’ histories and ask how donations will be utilized to avoid falling victim to fraud.
Last Friday, Attorney General Letitia James released a statement regarding this issue, “In the midst of terrible natural disasters such as the wildfires impacting the greater Los Angeles area, scammers often take advantage of generous acts in exchange for personal gain.”
Despite this, Celestin has not faced any allegations of wrongdoing or criminal charges related to his fundraising activities.
However, the New York State Attorney General’s office confirmed this week that it is aware of Celestin’s initiative, the Lineo Relief Fund, and is reviewing it. According to media buyers, his extensive advertising campaign in New York City likely cost tens of thousands of dollars. While the fund’s website reports $280,781 in donations, nearly $270,000 of that total appears to have been contributed by Celestin himself.
In a post about his relief efforts, Celestin informed his followers, “We are going to GoFundMe and helping them raise more funds.”
By contrast, GoFundMe issued a statement clarifying, “We do not have a partnership with the Lineo Relief Fund, Alec Celestin, or his company Lineo. However, he is welcome to contribute directly to GoFundMe’s Wildfire Relief Fund.”
