Luke Hemmings, aka Dene Broadbelt, uses celebrity selfies in bizarre self-promoting blog

A businessman with a trail of debts Australia-wide used selfies with celebs in a paid article about himself on a Canberra website. Read what those in the photos including David Koch had to say

A businessman with a trail of debts around Australia used selfies with celebrities - including TV hosts and a PR queen - in a bizarre paid article about himself on a Canberra website.

But the media personalities – including high-profile ex-breakfast show hosts Samantha Armytage and David Koch and public relations executive Roxy Jacenko – say they don’t know him.

Luke Hemmings – who has also been known as Dene Broadbelt, Lucas Hemmings, Dene Musillon, Harrison O’Connor, Harrison Eyles, Nic Lloyd and Clay O’Connor – has launched Whitefox Recruitment in Southport.

Hemmings’s last recruiting agency, Canberra-based Coceptive Recruitment, went into liquidation owing $760,000 in 2021, with the liquidator investigating “potential illegal phoenix activity”.

Luke Hemmings at his Southport office of Whitefox Recruitment. Picture: Glenn Hampson

In a sponsored article, published in June this year, Mr Hemmings said he wanted to be “a role model and a beacon of hope for others.”

“Over the years, I’ve had the chance to rub shoulders and connect with some of the finest operators in the country, including Samantha Armytage, David Koch and Roxy Jacenko,” the article said. Selfies with all three personalities were published alongside it.

A sponsored online article about Luke Hemmings, "the visionary" behind Whitefox Recruitment.

A sponsored online article about Luke Hemmings, "the visionary" behind Whitefox Recruitment.

Former Sunrise host Mr Koch said he had “no idea who the bloke is” and that the photo was likely taken at an autograph signing outside the Channel 7 studios in Sydney.

The photo with former co-host Ms Armytage appears to have been taken at the same event.

“We would have done thousands of these photos over the years just like this,” Mr Koch said.

“It really is annoying that someone would use an image with me in this situation to infer a closer relationship, association or endorsement.”

Ms Jacenko said she didn’t know Mr Hemmings, but that she had met him when he had attended her business seminars.

“He’s always been very lovely and friendly,” she said.

Luke Hemmings (left), aka Dene Broadbelt, of Whitefox Recruitment.

Meanwhile, a national company named as a business partner of Whitefox in the same article has denied any involvement with it.

The article said Whitefox had “partnerships with Hairhouse Warehouse, Tyrepower and Jax Tyres”.

A statement from Jax Tyres said “we have no record of having used Whitefox Recruitment”.

Mr Hemmings said Whitefox no longer had relationships with the companies named, and declined to name any of its current clients.

“They were Canberra clients,” he said.

The Bulletin has contacted Hairhouse Warehouse and Tyrepower for comment.

Mr Hemmings, who was once accused of faking his own death and falsely claiming he was an ambassador for high-profile charities, was also behind a music festival which never eventuated, posed as a well-connected talent agent and started a photography business which suppliers claimed dudded them out of time and money.

“In 2019 I channelled my energy into establishing my own recruitment agency, Whitefox Recruitment alongside my mother, Suzanne Musillon,” the sponsored article said.

Company records show Whitefox Recruitment was not registered until November 2022.

Originally published as Luke Hemmings, aka Dene Broadbelt, uses celebrity selfies in bizarre self-promoting blog