Positioning himself as a thoughtful media executive is a pretty sweeping change from what his image has been: TikTok’s resident heartthrob and bad boy. But he’s also cofounded his own talent management company, TalentX, and his own drink business, Ani Energy-and joined the C-suite of Triller, a smaller TikTok rival, as its chief strategy officer, a deal that compensated him with an equity stake in the startup. To be sure, he’s done plenty of traditional TikTok moneymaking: sponsorship deals with Reebok and HouseParty, a merch line, YouTube ad revenue, a new song-making deal with Warner Records. “Influencers need to learn how to properly monetize.” To best capitalize on fame, “it’s about creating companies or getting equity in companies,” Josh Richards says. “It has castor oil in it, so it’s a treat for your eyelashes.” (“We want to break the barrier and get into conversations that most kids would feel uncomfortable asking their parents about.”) Her makeup line, Item Beauty, a joint venture with beauty startup Madeby, drops its first products online next week including a bronzer, eyeshadow, brightening powder-and the pièce de résistance, the $14 Lash Snack. That same month she started hosting a weekly Spotify podcast with her mom, Sheri Nicole, called Mama Knows Best. In July, she became the main global spokesperson for American Eagle, a role that will splash her image across both digital and traditional TV and print ads for the teen clothing company. Altogether, these two revenue streams accounted for two thirds of her estimated earnings. At first, she got the typical deals to do her own branded merchandise and sponsored content from brands like Reebok and watch company Daniel Wellington. That fall she posted her first sponsored content posts, for Fashion Nova, an online women’s clothing store, and in December, she left school for Los Angeles to pursue celebrityhood full-time. There, she became friends with a group of TikTok stars and helped form Hype House, a content creator collective, which elevated her profile further. Younger teens at LSU football games would ask to get their picture taken with her. She hit a million fans by the fall-she remembers the day exactly: October 27-and was getting recognized around campus: “My name would be called out when I was walking to class, which was pretty mind-blowing,” Easterling recalls. When they start to think about the long-form world and the linear world, there's a huge demand and desire because it creates a validation for them and for their talent.A year ago, Easterling was just settling into life at LSU and making choreographed TikToks that drew on a childhood as a competitive dancer. "They put content up on YouTube or TikTok and the algorithm does its magic and they think, 'I've got millions of people looking at me and all I've done is just be me. "So many of these influencers don't feel that they justify the attention that they're getting," Wheelhouse Chief Strategy Officer Ed Simpson told Deadline. Most of all, the reality series is a chance to dig deeper than the typical TikTok video. It will also explore the cast members' lives before they became TikTok stars, and what inspired them to become content creators. But the series is also going to show fans a much different side of the influencers than what they've already seen, like the cast members' interpersonal drama and their lives - it's difficult to have time to yourself when your job is making content for millions of people daily, after all. It will almost definitely feature some of the TikTok-friendly content that's made the Hype House members famous, like dances and pranks.
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