The 22-year-old woman partially submerged in a bath of milk and flower petals slowly removes the mask obscuring her face. In doing so, Eloise Fouladgar revealed she was a resident of Britain’s latest so-called TikTok house to 53 million viewers.
It was a typically lavish “reveal” clip — a common promotional video used by teenage and twenty-something creators to announce they’ve moved into luxury multi-million-dollar mansions to make content for social media platforms, and promote brands for the marketing agencies that are picking up the bills.
It’s an all-expenses paid arrangement that sees savvy agencies lease aspirational homes on behalf of young creators with existing fan bases. The luxury pads are filled with branded goods, food and drink, cameras and, on request, helicopters, snakes or whatever else might lead a doomscroller to pause for 15 seconds.
Photo: Reuters
Pioneered in the US, British real estate is being snapped up by marketing agencies who want to replicate the successes of their American peers as TikTok rises to prominence to become the social network of choice for fans of short-form videos of dance routines, goofy comedy and pranks.
The trend on UK soil started with agency Fanbyte’s central London Bytehouse in March, and was followed by Yoke Network’s Essex county Wave House in September, and WeRmedia’s multi-million-dollar west London Icon House last month. It isn’t all spa days and fun, however.
“It may look like they are just there enjoying a lavish lifestyle, but the reality couldn’t be further from the truth,” said Kelly Levi, who along with Elad Panker co-founded WeRmedia in October last year. “Working and living under the same roof 24/7 can be challenging.”
The original Hype House in Los Angeles is often used as a blueprint, having played home to TikTok stars like Charli D’Amelio and Addison Rae. Both young women became major celebrities, taking the top two spots in a Forbes assessment of TikTok’s highest earners last year. Rae topped the list with an estimated US$5 million.
“If each of our creators can aim to do anywhere near that over the next 12 months, we will all be very happy,” said Levi.
The influencer advertising market may be worth as much as US$10 billion this year, according to marketing firm Mediakix. Data compiled by Influencer Marketing Hub suggested a figure of US$9.7 billion. And Bytedance’s TikTok, while still catching up to Instagram and fighting off a potential ban by the US government, generated more than US$3 billion of net profit on US$17 billion in revenue last year.
Influencers with large fan bases tend to make their money from brands who pay them to create posts about their products. Creator houses are an evolution of this model, with agencies underwriting living costs and attracting sponsors.
In return, their affiliated influencers continually churn out viral videos that can incorporate client products and expose them to millions of potential consumers. As book deal or offers of TV jobs roll in, those agencies are on hand to take a cut of the takings, too.
Timothy Armoo, the 25-year-old chief executive officer of Fanbytes, the agency behind Bytehouse, added that his UK “Bytesquad” influencers can “comfortably make high five-figure or six-figure” sums on brand deals and endorsements.
The group was among the first to move into a TikTok house in the UK and comprises six creators aged between 17 and 21 years. Videos from the central London residence have racked up more than 50 million likes. The creators have also amassed large individual followings — Sebby Jon and KT Franklin securing 2.8 million and 2.3 million followers respectively.
Since launching in March, the group has worked with companies such as Samsung Electronics and Huawei Technologies, as well as the UK government on its public health campaign during the pandemic, Armoo said. A cut from such deals goes to Fanbytes, although the CEO wouldn’t say what the split was between creator and agency.
The Wave House opened next. The sprawling £5 million (US$6.5 million) mansion is now home to the milk-bathing Fouladgar, as well as five other creators aged 20 to 22 years. The agency behind them, Yoke Network, was founded by 26-year-old CEO Jide Maduako, who said he wants to build his brand into “the Disney of TikTok,” referring to Disney Channel celebrities of the early noughties such as Miley Cyrus.
The University of Lancaster business graduate founded Yoke in 2018 with school friend Mustafa Mohamed, and said he took inspiration from his time as an ex-professional soccer player for Leicester City as a teenager.
“All you had to do was focus on football and be the best that you could be,” Maduako said.
Whether bathing in milk under a bejewelled mask was also drawn from his sports background was left unmentioned.
May 18 to May 24 Pastor Yang Hsu’s (楊煦) congregation was shocked upon seeing the land he chose to build his orphanage. It was surrounded by mountains on three sides, and the only way to access it was to cross a river by foot. The soil was poor due to runoff, and large rocks strewn across the plot prevented much from growing. In addition, there was no running water or electricity. But it was all Yang could afford. He and his Indigenous Atayal wife Lin Feng-ying (林鳳英) had already been caring for 24 orphans in their home, and they were in
President William Lai (賴清德) yesterday delivered an address marking the first anniversary of his presidency. In the speech, Lai affirmed Taiwan’s global role in technology, trade and security. He announced economic and national security initiatives, and emphasized democratic values and cross-party cooperation. The following is the full text of his speech: Yesterday, outside of Beida Elementary School in New Taipei City’s Sanxia District (三峽), there was a major traffic accident that, sadly, claimed several lives and resulted in multiple injuries. The Executive Yuan immediately formed a task force, and last night I personally visited the victims in hospital. Central government agencies and the
Australia’s ABC last week published a piece on the recall campaign. The article emphasized the divisions in Taiwanese society and blamed the recall for worsening them. It quotes a supporter of the Taiwan People’s Party (TPP) as saying “I’m 43 years old, born and raised here, and I’ve never seen the country this divided in my entire life.” Apparently, as an adult, she slept through the post-election violence in 2000 and 2004 by the Chinese Nationalist Party (KMT), the veiled coup threats by the military when Chen Shui-bian (陳水扁) became president, the 2006 Red Shirt protests against him ginned up by
As with most of northern Thailand’s Chinese Nationalist Party (KMT) settlements, the village of Arunothai was only given a Thai name once the Thai government began in the 1970s to assert control over the border region and initiate a decades-long process of political integration. The village’s original name, bestowed by its Yunnanese founders when they first settled the valley in the late 1960s, was a Chinese name, Dagudi (大谷地), which literally translates as “a place for threshing rice.” At that time, these village founders did not know how permanent their settlement would be. Most of Arunothai’s first generation were soldiers