Facebook
X
LinkdIn
Copy Link
“We’ve had enough of living in two-tier Britain,” bellows Nigel Farage to cheers from an 800-strong crowd at Chester’s Crowne Plaza Hotel, where he is holding court. “There is not a single person on that Labour frontbench who’s ever worked in private business,” the Reform leader declares. “So, is it any wonder they’re making such a Horlicks of it?”
Chester is the sixth stop on Farage’s new year tour, which was initially intended to sound a steady drumbeat in the lead-up to May’s local elections. Since those plans were made, however, Labour has announced a devolution shake-up that could allow various councils to delay their elections by a year. “It’s pretty full on,” Farage says, when we meet on the sidelines of the event. “Last night was a huge disappointment being in the south-east, where the whole lot are being canceled.”
‘We stopped at a service station and all these kids were coming up for selfies,’ says Farage
Despite this setback, Reform is becoming a major headache for the two main parties. After kicking out the Tories six months ago, voters have quickly turned against the new Labour government. Who will they turn to next? Perhaps the answer is an insurgent party promising to stick it to both sides. A YouGov voting-intention poll this week put the Tories in third place on 22 percent and Reform on 25 — just one point behind Labour. As the polling guru Sir John Curtice explains: “Reform is now beginning to pick up some of Labour’s vote.”
“I am more convinced than ever that we will be in Downing Street after the next election,” says one optimistic Reform staffer. In the north-west, Reform hopes to oust several members of Keir Starmer’s cabinet at the next general election. The first step is the Lancashire council elections; the party has recently won a couple of by-elections in the area. If that goes to plan, then north-west Labour MPs — including Angela Rayner, the deputy prime minister, and Jonathan Reynolds, the business secretary — could have cause for alarm. A recent poll found that if a general election were held today, Starmer would lose six cabinet ministers to Reform.
The Conservatives have long regarded Reform as an existential threat — now, the panic has extended to Labour. “Reform is what keeps me up at night,” says a member of the government. In No. 10, the worry is that there could be some form of right-wing pact or tactical voting to “get Labour out.” “It’s when they stop hurting each other and come for us,” says a government aide of the troubling prospect.
Reform strategists, however, insist that they want to be the main force in politics. To that end, they have plans to expand their voter groups and policy offerings. During the election, there was much talk of a Reform “youthquake” (“far more male than female”), but that didn’t translate into votes. Farage’s entourage these days is a mix of the old and new, reflecting his fresh demographic. In Chester, Farage is accompanied by a Gen-Z team of aides including an influencer dressed in all black, Jack, who runs his successful TikTok. The press team has a transatlantic touch — Charles Carlson, the nephew of the right-wing TV host Tucker Carlson, is a recent recruit.
“We stopped at a service station and all these kids were coming up for selfies,” Farage says. “I think for me the key is how do you turn one million-plus supporters on TikTok and tens of millions of views… how do you turn fame with young people into political action and reality?’ Would introducing votes at sixteen help? Well, ironically it might help — but we’ve got a lot of work to do to get people registered.”
Farage’s links to Donald Trump are also seen as a sign that the political landscape is changing in Reform’s favor. Yet his US connections can also backfire. Elon Musk turned on Farage this month, suggesting he was not fit to lead Reform after he criticized the activist Tommy Robinson, who is serving time for contempt of court. Farage and Musk probably ran into each other at Trump’s inauguration (where Farage said he planned to break Dry January). “We’re bound to [see each other] I suppose,” he said before inauguration. “I’m not bothered about it. A few months ago he wanted Trump to retire, so he just pumps this stuff out.”
Farage would, however, still welcome a financial donation from Musk — as long as they weren’t any strings attached. He is skeptical of the idea Musk could donate to the Conservative Party: “I don’t think that’s going to happen. Not at all.” What about Musk’s praise for Farage’s Reform colleague Rupert Lowe, could Musk get behind Lowe as an eventual successor? “Rupert does actually do a lot of good work on social media and particularly in his parliamentary questions. He’s done some good stuff, that’s great,” Farage replies. “[I’m] sure he wouldn’t want this job if you paid him 10 million dollars.”
There are reports that Musk takes advice from another insurgent — Dominic Cummings, who has spoken of the need for a “startup party” in British politics. Would Farage ever join forces with Cummings in his mission to take down the two-party system? “Provided you give Dominic the right things to do, he can be very valuable… We’ve never really got on that well, but I do respect him.”
The government’s current unpopularity means Farage could be forgiven for adopting the Starmer blueprint for electoral success: criticize the old parties without laying out an actual plan. In Labour circles, there is increasing pessimism that the party could struggle to fix things despite having years left until the next general election. There’s talk that Starmer might have to replace Rachel Reeves with Pat McFadden to settle bond-market nerves. However, as one Labour member of parliament puts it, “getting rid of the chancellor does not fix much.” While Labour talks a lot about improving living standards this is yet to be reflected in action. “The £600 million Rachel got from China will not be felt by voters,” says another Labour member.
In response, Farage plans to go into detail on his economic offering this year. Reform insiders argue that they are free from the shackles, baggage and ideology that limits the Tories and Labour. Farage is looking to Trump for inspiration of what the Reform Party could realistically promise at the election. “I think Trump’s victory is changing a lot of stuff, look at Meta if you want to see what change Trump has brought,” he says. “So I think his victory is an inspiration. Elon’s job is mega important. If he’s able to get the power that he needs it and he can cut the administrative state it will be a great blue print for us.” Reform can support a DOGE-style government-waste program in the UK while also arguing for the two-child benefit cap to be lifted. “I kind of admire it,” admits a member of the 2024 Labour intake.
Farage believes he finally has the time and the ingredients for his party to win big. “We’re pretty bullish,” he declared — before heading off for a much-needed break.
