Offensive Communication: An Examination of the Russo-Ukrainian War and The Mozart Group’s Unconventional Approach

The conflict between Russia and Ukraine is a complex and multifaceted issue, involving not just military and political dimensions, but also an extensive range of communication aspects. These include the pervasive use of social media and video broadcasting platforms, as utilized by various actors in the war, such as the Ukrainian government, Russian authorities, non-governmental organizations (NGOs), and private military companies (PMCs).

One such entity that has been exceedingly unique in its approach to communication is The Mozart Group (TMG). Compared to other PMCs that prefer to maintain discretion, TMG has taken a remarkably different path, with extensive communication across social media and media outlets. They openly promote their actions in Ukraine, thus marking them as an unconventional PMC.

Beyond the institutional publications typically shared by private security actors, such as photos and videos of training sessions, TMG documents its field interventions. This documentation takes the form of videos shared on their social media, adhering to classic social media codes and often presented in the short-term content “vlog” format. The content often depicts vulnerable individuals and animals in distress or exposed to danger near the front line. The primary goal of this type of content is not only to showcase the actions of TMG but also to elicit emotional responses from viewers to encourage commitment and solicit donations.

TMG claims to be fully funded by independent means, such as private donations, crowdfunding, or sales from merchandise. This funding model mirrors those practiced by internet influencers and allows the company to present itself with an image akin to an NGO or philanthropic organization. The use of such a model has surged since the onset of the Russo-Ukrainian conflict, with the multiplying appeals for donations to support Ukraine organized by NGOs or consulting firms, often in collaboration with the Kiev authorities or the Ukrainian diaspora in Europe.

The extensive and bold communication strategy of TMG, led by its director, Andrew Milburn, includes giving interviews to prominent television channels, newspapers, and lesser-known online media. Milburn and TMG often employ shock tactics in their communication, referring to the actions of Russian troops and leaders as a “genocide against the Ukrainian people,” comparing Russian military actions to those of Nazis during World War II or the Islamic State. This strategy shows that TMG has a profound understanding of the codes and rules of modern information warfare.

However, it’s important to note that despite the image of autonomy that TMG’s communication suggests, the group is not a standalone entity. TMG has links to several influential players in the Ukrainian-American relationship, notably the NGO Ukrainian Freedom Fund (UFF) and the US-Ukraine Business Council (USUBC).

UFF has been involved since its inception in 2014 in supporting Ukraine by delivering humanitarian aid, military equipment, and offering military and paramilitary training to Ukrainian troops. On the other hand, the influential group USUBC, founded in 1995, aims to promote US companies’ trade and investment interests in Ukraine, ensure the views of US companies are considered in US government policies towards Ukraine, and facilitate direct contact between members and high-ranking Ukrainian government and business leaders. USUBC has a broad range of members, including major defense and armaments corporations like Lockheed Martin, Northrop Grumman Corporation, or BAE Systems.

On USUBC’s website, we can find shock opinion pieces akin to TMG’s communication style. For example, Diane Francis, a member of the Atlanticist Think Tank Atlantic Council, accuses Russia of turning “Mariupol into the Auschwitz of the twentieth century” and calls for a massive sending of equipment to Ukraine by NATO member countries, even suggesting the deployment of special forces or mercenaries to sabotage Putin’s army. Francis insinuates that while the US holds the best cards, its European partners lack courage.

Thus, TMG finds itself deeply embedded in the ecosystem defending American interests in Ukraine. Like other PMCs, it provides the US with a way to support the Kiev army without direct involvement, maintaining plausible deniability.

TMG’s media-savvy approach allows it to stay in the limelight, but this should not overshadow the activities of other US private military companies currently operating in Ukraine. The unique communication approach of TMG is a fascinating case study in modern conflict communication, representing how traditional warfare has evolved to incorporate the power of social media, emotion-driven fundraising, and media manipulation. But it also serves as a cautionary tale, a reminder to look beyond the presented narratives and consider the larger geopolitical ecosystem and the silent actors at play.