In January 2017, he partnered with Spencer and the Swedish white nationalist website Red Ice to establish the Alt-Right Corporation and the website AltRight.com, seen as a major effort to unite European and U.S. white identity figures. Friberg was a scheduled speaker at the 2017 Unite the Right rally in Virginia, which broke out in violence and lead to the deaths of one counter-protester and two law enforcement officers. Friberg blamed the violence on antifa counter-protesters and police.