I'd say he's most likely not a racist, but he's using racism for his own benefit when it suits him. Which is why there is inevitably a lack of consistency in his position when the racist shit he stirs up threatens his profit margins. A lot of people spread racist shit with an element of plausible deniability so that when it inevitably leads to racist actions that are beyond the pale, they distance themselves from the consequences. See also: Farage, Braverman, Patel and the Southport riots. Are they racist, or are they just spreading racism to benefit themselves? Does it actually matter?