![]() Vinnie Hacker, 19, is conflicted about what identity to monetize. “You don’t post, you lose followers, then you lose revenue.” (In one cringeworthy episode, Warren stages a fake wedding to Annon, even though it’s well known that she’s desperate to be engaged.) Even when Warren injures his foot, he refuses to rest. Alex Warren, 21, desperately films anything and everything, from boneheaded stunts to elaborate pranks, often at the expense of his girlfriend, Kouvr Annon, 21. The stress of instability means Hype House members are forever trying to reach new audience members. This means anyone could be catapulted to stardom, but fame - and income - is not guaranteed. The feed is largely unpredictable, powered by a recommendation system that combines several factors to determine your interests while adding occasional curveball videos to diversify the feed. Unlike Instagram and Twitter, where users mostly control their feeds through whom they follow, TikTok curates a personal feed for each user known as the For You page. The algorithm giveth and the algorithm taketh away. ![]() The “Hype House” cast are constantly anxious, consumed by their view and follower counts, and the fear that their 15 minutes could run out at any moment, taking their lifestyle with it. ![]() The most popular members, including D’Amelio and Easterling, have moved on in pursuit of professional careers and taken their audiences with them, leaving behind a smaller group of creators who are largely unknown outside their association with the House. Early videos on their TikTok account averaged 8.4 million views. TikTok has become a numbers game - views mean exposure, which translates into income and brand deals - but the Hype House’s numbers keep dropping. Being part of the Hype House even looked fun.Ī year and a half later, the Hype House has graduated from filming their videos to being filmed, starring in Netflix’s reality series “Hype House.” But the Hype House depicted in the show is remarkably different from the House of 2019, and not just because the group now lives in a $5-million (U.S.) mansion an hour outside Los Angeles. Massive influence, lack of diversity (the group’s composition was - and still is - almost exclusively straight, white and cisgender) and, mansion aside, they seemed like a regular group of friends. It pictured friends rather than coworkers, arms draped casually over each other, taking selfies, laughing and standing around in clusters as young people are wont to do. Thanks to their collective clout, the Hype House gained three million followers in a week and a half, and launched the careers of influencers like Charli D’Amelio and Addison Rae Easterling.īut from the Times piece, you wouldn’t know the house was a business venture. Together, they produced exclusive content for the collective’s TikTok, lip-synching, playing pranks and, of course, dancing. But no one had tried the business model with a house full of TikTokers.Įnter the Hype House: founded in December 2019, the House featured 20 or so teenagers and 20-somethings who were good-looking, charismatic and, most importantly, followed by millions of people on TikTok. YouTubers had been renting million-dollar homes together as early as 2014 to create spaces where young, popular influencers could live and work together, collaborating on videos and combining their audiences to reach new followers faster. In May 2020, the New York Times introduced the mainstream to a utopian era in content creation: the TikTok content house.Ĭontent houses were not a new concept in Los Angeles.
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