As TikTok Paves The Approach For New Income Fashions, Luxurious Actual Property Turns into Vital To Its Profitability
The multi-million dollar clubhouse BH
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It’s not about dancing.
Or as influencer Tori Wade explains: “If you have a nice walkway in a villa, people will click on this video.”
Wade, 21, who has a strong presence on Instagram and TikTok and recently signed with Wilhelmina Models, moved to Los Angeles two months ago from her hometown of Sydney, Australia to join Clubhouse BH – one of its several “content houses.” “That have shrunk in the Los Angeles area. This trend of bringing social media stars together in luxury villas began informally a decade ago when a group of YouTube stars rented a home in Venice Beach that became known as The Station. Originally these houses were called “Collab Houses,” but the nickname has recently turned to “Content” Houses, reflecting the shift towards a business model that requires an endless stream of content to keep audiences engaged and therefore maintain profitability.
The 12,000-square-foot clubhouse BH is a 7-bedroom home that is currently home to about half a dozen content creators, with many others stopping by to use the location as a filming location. It is one of five such houses managed by Clubhouse Media Group, the company that manages this group of creators totaling about 50 creators on its list. CMG rents the real estate, often for tens of thousands per month, and provides a staff of cleaning staff, cooks, drivers and make-up artists as well as the appropriate equipment for the creation of the photos and videos.
Wade poses for a selfie
Tori Wade Instagram
“The turning point was around 2019 when I read Endeavor’s S-1 filing,” said Chris Young, co-founder and president of Clubhouse Media Group, referring to the parent company responsible for talent management for many sports and entertainment stars . Young, previously an entertainment attorney who ran stars like Daisy Keech and many event launches, says, “I noticed that the only part of the business that really makes them big money was their new media. They invested in their talent and used them to create intellectual property. I realized that when you put all of these elements together, there is something: physical spaces, digital talent management, and the ability to invest in them. All of these conglomerate factors gave me the impetus to say [this could] be really interesting. “
While paying an influencer to promote brands or products is nothing new, adding luxury properties to the mix means there are even more opportunities for profit – and opportunities for seasoned influencers to stand out from the rest of the internet noise . Traditional advertising is about prominently displaying a brand or product, but today’s successful influencers know they need to find ways to get followers to click on a video or image gallery to see what is advertised.
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“It’s about the atmosphere. When you have something that looks luxurious, people will click on it, ”says Wade, noting how difficult it can be for creatives to find the right locations. “My biggest problem when I got home in Sydney was getting in my car, driving around and trying to find locations for videos. There is an unlimited number of sets in this house. As an example, she cites the cinema from which she conducted this interview. “I did a photo shoot yesterday and then I shot a dance video here too. You wouldn’t think so [was the same room]. ”
Luxury real estate agents, take note. The next generation of wealthy homebuyers will not consider the number of parking spaces, bedrooms or guest houses to be desirable amenities, but rather the variety of indoor and outdoor wall structures.
In addition to providing visually appealing backdrops, the money with content houses lies in merging. Having a team of stars in one house makes it easy to appear on each other’s feeds, expanding audiences for each creator, and giving each of them more opportunities to create original content any time of the day. With the sheer amount of content produced, there is enough raw material to repackage the creative assets multiple times. A management company can then bundle photos or shortened video clips and sell them again in order to profit from them again.
“That’s one reason we have different houses with different niches,” says Young, who runs other houses like the antique-filled Dobre House, Clubhouse Europe and the Roz Family. One of the next groups that CMG brings into a content house will be focused on developing NFT products.
Wade also adds that a content home can be attractive to established celebrities.
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“The house is such a conducive environment for them to hang out and hang out,” she says. “In contrast to a production studio where they come in and do their thing and want to get out again. They all hang around for hours. It created an environment where people just want to hang out and socialize. ”Mentioning a recent stay, she said,“ It was like a crazy city. It was two days in a row that I walked into my room and … there was going to be a new celebrity in the house. ”Recent famous names to stop by Clubhouse BH include Paula Abdul, Travis Barker and Offset.
That does not mean that these houses are not without challenges. As Young describes it, CMG is trying to professionalize an industry that is still at the beginning of its development. This could mean providing authors with media training, financial assistance, or helping them navigate advertisers’ contracts. In addition, CMG has set up an advisory group with experts from the fields of medicine, wellness, human resources, education and advice.
“The industry is always changing,” says Young. “It is often difficult to develop long-term strategies. There is this constant need for pivot points and changes to our execution model. Adjusting our business model to take this into account is probably the biggest hurdle we are trying to overcome. “
For the makers themselves, the challenges are much closer.
“Everything you do as an influencer is your brand,” says Wade. “Your work is your future. At the end of the day, you are your own boss. Everything is in your hand. “