[11] The popularity of the soda led to wider revelation of Bugbee's other entrepreneurial and artistic endeavors, eventually ending in controversy and exile.
Author Cristien Storm noted that the tour featured Jim Goad, a figure associated with the alt-right movement, and that confederate flags were used in its marketing.
She saw this as platforming and mainstreaming white nationalism, and in response founded the Northwest Club Coalition, a network of artists and musicians dedicated to fighting fascism in music and art spaces.
[20] Starting in 2011, Bugbee was a member of the Center for Healing Spiritual and Cultic Abuse, an anti-cult lobbying group and served as an advisor for Satanic cults.
Starting in 2012, he organized as festival called WTF Fest, the tour, which appeared in 5 cities included poet and revolutionary John Sinclair, Star Trek artist Dave Archer, known for painting with a million volt Tesla Coil, scream queen Ruby LaRocca, and Dave Densmore a poet and commercial fisherman.
[22] Additionally in 2014, he and a partner developed a concept for an underground news show called "Counterculture" with Natalia Garcia that was pitched to Showtime and other networks although the project was not picked up.
The pitch was to follow three topics and show both left and right, along with the decay of American culture including interviews with Chicago Occupy Wallstreet protestors.
[26] In 2018, he started the podcast Love, Loss, and Despair,[27] addressing among other things his recent divorce, the publishing of Might is Right, his first encounters and meeting with Katja Lane wife of White Nationalist David Lane, the failure of "A Year at The Wheel" to lock-in a final edit, his rivalry with artist Steven Johnson Leyba, and his admission into the Church of Satan.
[30] Jody Picoult's 2010 bestseller House Rules begins with discussion about Bugbee and the cookbook he put out with serial killer Dorothea Puente.