For the past eight years, Barack Obama provided the National Rifle Association with the perfect liberal bogeyman—an avatar of white anxiety who wanted to deprive gun-toting Americans of their constitutional right to bear arms. Annual gun production skyrocketed 239 percent during his presidency, and the NRA saw its membership hit a record five million. Last year, the group bet big on Donald Trump, pouring $30 million into his campaign and millions more to stack Congress with gun-friendly lawmakers. The gamble paid off: All but one of its Senate candidates was elected, and Trump has publicly aligned himself with the lobbying group. “The eight-year assault on your Second Amendment freedoms has come to a crashing end,” Trump thundered before cheering throngs at the NRA’s annual meeting in April. “You have a true friend and champion in the White House.”

But with Obama gone, and Republicans firmly in control, the NRA is suffering. In the first six months after Trump was elected, gun sales tumbled by 9 percent. Vista, the firearms manufacturer that owns brands like American Eagle and Bushnell, saw profits drop 27 percent in the first three months of the year—a reversal the company called an “unprecedented decline in demand for ammunition and firearms.” Individual contributions to the NRA, which account for roughly half its revenue, could also take a sharp plunge; the last time a Republican occupied the White House, the NRA’s membership flatlined. “They need a demon,” says Robert Spitzer, a political science professor at the State University of New York and author of The Politics of Gun Control.

With no one in the White House to strike fear in the hearts of its members, the NRA is embarking on a bold new strategy.

Now, with no one in the White House to strike fear in the hearts of its members, the NRA is embarking on a bold new strategy. Instead of sticking solely to its pro-gun agenda—pushing for firearms in schools, allowing gun owners to carry concealed weapons across state lines—the group has joined the ranks of Breitbart and Fox News. Last fall, in the weeks before the election, the NRA launched its very own streaming service called NRATV. Some of the 34 shows it produces—from Armed & Fabulous to Trust the Hunter in Your Blood—are little more than infomercials for gun manufacturers, who sponsor the programs to drum up business. But many of the shows focus on issues far beyond the NRA’s traditional purview, from immigration to the “fake news” media.

“We’re seeing the rise of a new NRA,” says Adam Winkler, a UCLA law professor whose latest book, Gunfight, chronicles the battle over gun rights. “It’s long been committed to a die-hard approach to gun policy; they focused like a laser beam on Second Amendment issues. Now it’s focused on immigration, race, health care. We’re seeing the NRA become an extreme right-wing media outlet, not just a protector of guns.”

The swaggering hosts of NRATV, clad in baseball hats and golf shirts, go after their opponents with a ferocity that would make Rush Limbaugh blush: Hillary Clinton (“emotionally hysterical, blind drunk”); Lena Dunham (“wants to make conservatives look bad”); Rolling Stone (“blinded by bias”); Don Lemon (“your lies push division, hatred, and violence”). Cam Edwards, a mild-mannered Oklahoman who hosts a three-hour talk show on weekdays, interviews writers from the Daily Caller, columnists from Town Hall, and owners of shooting ranges. Oliver North drops by to discuss North Korea’s latest nuclear launch. Jim Geraghty of The National Review calls in to discuss angry vegans.