The last article examined how Keith Raniere, founder of NXIVM, approached corporate naming. I only got as far as the A’s. Raniere had over 100 companies.
This is part 2.
Raniere gave his companies philosophical names—Greek concepts, moral absolutes, “Alpha” declarations. He knew that words can confer genius. Not to mention virtue and historical ignorance.
Like the old English proverb: Give a dog an ill name and hang him.
What’s in a Name?
The name NXIVM appears to derive from the Latin word Nexum, an early Roman legal concept denoting a loan agreement in which a debtor pledged not only property but also their person as security. If the debt went unpaid, the debtor became a nexus—a bound person—subject to seizure, forced labor, and debt slavery.
Ironically, a jury convicted Raniere of forced labor conspiracy.
Rome abolished nexum around 326 BCE.
The DOJ abolished NXIVM 2344 years later when they arrested Raniere.
The Department of Justice’s own Latin motto is Qui Pro Domina Justitia Sequitur.
They Owed Him Big-Time
Still, NXIVM evokes an ancient authority, binding obligation, and the transformation of people into servants—sold as enlightenment through submission.
What made NXIVM’s version of nexum effective was that the debt was personal and moral—a debt owed to Raniere, the source of unparalleled insight and arbiter of ethics.
No amount of loyalty, sacrifice, labor, or obedience is sufficient to repay the debt. NXIVM perfected an ancient system—binding followers not just by contracts or collateral (though they used that too), but by an unpayable obligation to a man who defined value and obligation.
However, NXIVM begins with an N, and we are only considering companies that start with A.
Most of the companies served ordinary, everyday NXIVM purposes: money laundering, hiding assets, moving money from Mexico, transferring money to sue enemies, or paying connected lawyers to get prosecutors to indict an enemy.
Let us return to where we left off in Part 1.
A Cappella Innovations, Inc.
Beginning in 2007–2008, Keith Raniere and NXIVM poured Bronfman money and celebrity into the college a cappella world through A Cappella Innovations.
A free, well-funded music festival. It paid for travel and hotel accommodations for college groups and allowed them to perform onstage before at least one major music executive. A man who could sign them to a recording contract at his sole whim: I am talking about Edgar Bronfman Jr., then president of Warner Music.
NXIVM only asked for participants to answer a few hundred personal and psychological questions on written forms, attend existential workshops, and sing beneath a giant banner with Raniere’s name on stage.
Celbrities like Kristin Kreuk made the a Cappella Innovations seem magical
Raniere sought slender college-aged women to teach them NXIVM principles. Participants ultimately concluded that the generous sponsorship appeared to be a form of recruitment.
They asked why Raniere would use Bronfman money to support their a cappella group. Generous, he’s not. A patron of the arts, he is not. A cult leader, he is. The a Cappella Innovations floundered after the second year, following a confrontation in which students accused Allison Mack of recruiting for a cult.
Applied Principles LLC.
Not just principles. Applied principles. But whose principles? Applied to whom? Applied by whom?
In Keith’s system, if a principle helped Keith, it was applied. If it contradicted Keith, it wasn’t a principle—it was defiance.
You don’t argue with Keith’s opinion. You apply them.
The most applied principle was that Keith was always right. Everything else was flexible.
Axiology LLC
Greek: axios (worthy, of value) Greek: logos (study, discourse)
A company devoted to deciding what things are worth. Plato had the Academy. Aristotle had the Lyceum. Keith had Axiology, LLC— And here’s the beauty: The study of value had reached its conclusion. Keith was the value. Everything else was priced accordingly. If it helped Keith, it had value. If it questioned Keith, it was worthless. If it served Keith, it was ethical. If it didn’t, it needed “more data.”
Bundled Elements LLC
An honest name: Raniere bundled the four classical elements into a single symbol and burned his initials into women’s skin near their pubic region, a “meaning” quietly withheld from most of those recruited and branded.
The brand was described as a symbol of the four elements. However, when turned 90 degrees counterclockwise the initials K.R. magically appear.
Buyer’s Advocate, Inc.
This one is short: A real advocate would have said, “Don’t buy anything from these people.”
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