Posts tagged with "gen z"

Lyn Lapid – In My Mind

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LYN LAPID RELEASES VIDEO FOR FAN-FAVORITE SINGLE “IN MY MIND”

After amassing over 4 million song views and 1 million likes on TikTok before officially releasing the song, singer and songwriter Lyn Lapid drops the video for her latest single, “In My Mind”—watch HERE!

On making the video, Lyn says, “I knew from the start that I wanted the video to center around the many things that run through my mind, and so what better way than to focus on the concept of daydreaming? The entire video focuses on me working at a mundane office job, trying not to doze off while I get the paperwork done. Then suddenly you see me go on a rampage, chuck office supplies everywhere, and maybe swing a bat once or twice at my stingy mannequin boss. The catch is that whatever you see when I’m not typing my life away at my computer is all a daydream. It was exhilarating being able to destroy the office space in my little rampage moment, I think it was the first time someone ever told me to let loose and make a mess. I loved working with everyone on set, and one of the best parts was all of the snacks there. Eliot Lee is super talented, and he did a fantastic job bringing my initial vision for the video to life.”

Dedicated to the “‘quiet kids’ such as [herself]”, Lyn first teased “In My Mind” on TikTok a week before it was released, and the video quickly garnered over 3 million views in just a few days with her fans lovingly dubbing the song the “quiet kids song.” “In My Mind” has already amassed over 1 million streams in just a few weeks, and not to mention, it has been praised by Consequence, SPIN, Atwood Magazine, and more, with HYPEBAE proclaiming, “Lapid’s soothing vocals seamlessly blend with the airy notes of the guitar,” and Ones To Watch praising her as “a fearless and irrefutable voice of Gen Z.”

Lyn says, “I wrote ‘In My Mind’ about my experience growing up as the ‘quiet kid.’ People would always tell me how I never talked at all and how quiet I was. Well, they weren’t wrong, I kept to myself all throughout school, even when I hung out with my friends. I remember when I sang for my school’s talent show for the first time, one of my classmates went up to me afterward and was like, ‘You know I was surprised when you walked on stage, you hardly ever talk. I thought you were gonna suck. But you actually didn’t!’…I’m not sure how you would respond to that honestly. I also wrote about what runs through my mind, and how if people knew what I was actually thinking, they’d be thankful that I kept to myself.”

“In My Mind” arrives during a breakout year for Lyn Lapid – she released her first three singles, “Producer Man,” “Itsy Bitsy,” and “Infinite,” received co-signs from Billie Eilish, BTS’ Jungkook, Sabrina Carpenter, and more amassed over 72 million global streams to date, and been praised by the likes of Rolling Stone, Buzzfeed, E! Online, Refinery29, HYPEBAE, Idolator, and others. With more music on the way, Lyn has affirmed herself as a star on the rise for 2021.

Willow Kayne – I DON’T WANNA KNOW

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“Her irreverent lyricism and hip hop-infused beats and emo punk aesthetics make her a splash of cold water to the face as far as the pop landscape is concerned.” – Dazed

“A brilliantly chaotic sound” – i-D

“Gutsy and spiky-edged come to mind when digesting the alt-pop bops of Willow Kayne.” – The Line Of Best Fit

“The Gen Z talent links together huge opposing forces, creating her own potent brand of rebel-pop.” – Clash

After capturing imaginations with her rabble-rousing, genre-fluid debut single “Two Seater” back in May, London-via-Bristol superstar in waiting Willow Kayne has returned with a brand new single “I Don’t Wanna Know.”

Teaming up with UK hitmaker Oscar Scheller, “I Don’t Wanna Know” takes all of the attitude Willow has become synonymous with and ramps it up to 11 – taking cues from the old school rave culture that she is obsessed with by sticking a middle finger up to trolls over a drum & bass indebted backing. Inspired by the very real online abuse Willow received on TikTok, it’s a high energy example of just how unpredictable a talent Willow is, and how easy she makes it look; the track is packed with hilarious one-liners that cut those who have bullied her online to size. “I Don’t Wanna Know” is an empowering anthem that deals with real life Gen Z issues with a sense of confidence that feels so refreshing in the landscape of pop today.

Buy/Stream “I Don’t Wanna Know” here.

The track’s visual builds on Willow’s own postmodern sense of creation with a surreal take on the track’s subject matter. Directed by Bedroom (Beabadoobee, Arlo Parks, Sports Team), the video finds Willow falling victim to online trolls (also played by herself) before flying through cyberspace to learn that success is the best revenge, all in Willow’s own cartoonish, singular vision.

The video comes alongside the news that Willow has been nominated for the Rising Star award at this year’s Ivor Novello awards. Alongside the nomination, Willow has been paired in a mentorship scheme with legendary songwriter Nile Rodgers ahead of the ceremony on September 21st 2021.

Watch the “I Don’t Wanna Know” music video here.

A bracingly vivid look into the creative mind of one of 2021’s most fiercely uncompromising pop talents, “I Don’t Wanna Know” is the perfect example of Willow Kayne’s powers. Weaving relatable stories amongst high-energy unpredictable sonics, Willow is still breathing new life into a scene that’s been without anarchy and spontaneity for years, and in her hands, the future of pop will be anything but boring.

LYN LAPID FAN FAVORITE SINGLE – IN MY MIND

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After amassing over 4 million song views and 1 million likes on TikTok before officially releasing the song, singer and songwriter Lyn Lapid delivers her new fan favorite single “In My Mind”—listen here!

Dedicated to the “‘quiet kids’ such as [herself]”, Lyn first teased “In My Mind” on TikTok in August, and the video quickly garnered over 3 million views in just a few days with her fans lovingly dubbing the song the “quiet kids song.” “In My Mind” hinges on a jazz-y groove as Lyn adopts a fittingly smoky delivery. Her voice wraps around airy guitar and a steady beat, as it builds towards a swooning refrain and she reveals, “People say I’m quiet most of the time, If only you knew what goes on in my mind.” Once again, Lyn’s dynamic vocals and sharp songwriting instantly enchant listeners.

Lyn says, “I wrote ‘In My Mind’ about my experience growing up as the ‘quiet kid.’ People would always tell me how I never talked at all and how quiet I was. Well, they weren’t wrong, I kept to myself all throughout school, even when I hung out with my friends. I remember when I sang for my school’s talent show for the first time, one of my classmates went up to me afterwards and was like, ‘You know I was surprised when you walked on stage, you hardly ever talk. I thought you were gonna suck. But you actually didn’t!’ …I’m not sure how you would respond to that honestly. I also wrote about what runs through my mind, and how if people knew what I was actually thinking, they’d be thankful that I kept to myself.”

“In My Mind” arrives during a breakout year for Lyn Lapid – she released her first three singles, “Producer Man,” “Itsy Bitsy,” and “Infinite,” received co-signs from Billie Eilish, BTS’ Jungkook, Sabrina Carpenter, and more, amassed over 72 million global streams to date, and been praised by the likes of Rolling Stone, Buzzfeed, E! Online, Refinery29, HYPEBAE, Idolator, and others. With more music on the way, Lyn has affirmed herself as a star on the rise for 2021.

About Lyn Lapid
A classically trained musician, unpredictable vocal dynamo, and fearless genre-breaker, Lyn Lapid asserts herself as an individual through and through. At 18-years-old, the singer, songwriter, multi-instrumentalist, and member of vocal collective EARCANDY has unassumingly emerged as an unapologetic and undeniable voice for her generation. In 2018, Lyn posted a ukulele and vocal cover of “Best Part” by Daniel Caesar and H.E.R. on YouTube. She went on to deliver D.I.Y. YouTube renditions of everyone from Ariana Grande and Sabrina Claudio to Edith Piaf and Sarah McLachlan, amassing 40 million-plus views and counting on her channel. In late 2019, Lyn launched her TikTok page, building an audience of over 4 million followers at a rapid pace. Meanwhile, a snippet of her first original, “Producer Man,” exploded. Produced by Dan Nigro [Olivia Rodrigo, Conan Gray, Carly Rae Jepsen, Lewis Capaldi, Sky Ferreira, Empress Of], the song has gathered over 70 million views and 8 million likes thus far and emerged as “the most-viewed unreleased demo on a TikTok video in 2020.”

About Republic Records
A division of Universal Music Group, the world’s leading music company, Republic Records is home to an all-star roster of multi-platinum, award-winning legends and superstar artists such as Ariana Grande, Black Thought, Drake, Florence + the Machine, Greta Van Fleet, Hailee Steinfeld, Jack Johnson, James Blake, James Bay, Jessie J, John Mellencamp, Jonas Brothers, Julia Michaels, Kid Cudi, Lil Wayne, Lorde, Metro Boomin, NAV, Nicki Minaj, Of Monsters and Men, Pearl Jam, Post Malone, Seth MacFarlane, Stevie Wonder, Taylor Swift, The Weeknd and more. Founded by brothers and chief executives Monte and Avery Lipman, it is also comprised of innovative business ventures, including American Recordings, Boominati Worldwide, Brushfire, Casablanca Records, Cash Money, Lava Records, XO, Young Money, among others. Republic also maintains a long-standing strategic alliance with Universal Music Latin Entertainment (J Balvin and Karol G). In addition, Republic has expanded to release high-profile soundtracks for Universal Pictures (Fifty Shades of Grey), Sony Pictures (Spider-Man Into the Spider-Verse) and NBC TV (The Voice), as well as other notable film and television franchises. Extending further into the worlds of film, television, and content, Republic launched Federal Films in order to produce movies and series powered by the label’s catalog and artists. Its first production was the Jonas Brothers documentary Chasing Happiness for Amazon Prime Video.

Blackstarkids – Fight Club

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**BLACKSTARKIDS FIGHT CLUB Single & Video**

PRESS HERE to Listen/Watch

Debut Album Puppies Forever Arriving October 15 via Dirty Hit PRESS HERE to Pre-Save

Joining beabadoobee’s U.S. Headline Tour this November – PRESS HERE for Tickets

BLACKSTARKIDS are at the height of their powers – Billboard

Taking the media they loved growing up in the 2000s and combining it with their formidable songwriting and producing talent, [BLACKSTARKIDS] are creating captivating, timeless sounds at an incredible pace. – MTV

BLACKSTARKIDS have already caused a stir with their recent singles. Although they are fresh out of high school, [Whatever, Man] is impressive in its scope and executed with the grace of a veteran group – UPROXX

BLACKSTARKIDS have released their brand new single FIGHT CLUB, the second track from their upcoming debut album Puppies Forever out October 15 via Dirty Hit. PRESS HERE to listen to FIGHT CLUB, a cheeky anthem that showcases the unapologetic, confident sound of the forthcoming album. FIGHT CLUB sees BLACKSTARKIDS launch out of the gate and directly into your faces, oozing with swagger as Ty, Deoindre, and The Babe Gabe trade off verses with ease.

PRESS HERE to watch BLACKSTARKIDS as they take over a convenience store in the energetic, self-directed music video for FIGHT CLUB. PRESS HERE to pre-save Puppies Forever.

‘FIGHT CLUB’ really captures the way we feel when we’re all together and everything is going smoothly for us, says BLACKSTARKIDS on the single.

FIGHT CLUB follows the recent release of BLACKSTARKIDS’ serotonin-laced lead single JUNO, an indie-pop bop described by Ones To Watch as the sort of rare track that combines all your teenage phases into one intoxicating amalgamation. PRESS HERE to listen.

Hitting the road for a string of dates with GroupLove in September and Glass Animals soon after, BLACKSTARKIDS will embark on a nationwide, 26-date tour alongside Christian Leave in support of beabadoobee on November 1 that will include a hometown show in Kansas City and stop in major cities such as New York, Los Angeles, Washington, D.C., Chicago, Dallas, Austin, San Francisco, Boston, Atlanta, Seattle, and more. PRESS HERE to purchase tickets. Full routing below.

Receiving critical acclaim and praise from MTV, UPROXX, Billboard, Alternative Press, Ones To Watch, Rolling Stone France, The Line Of Best Fit, DIY, Coup De Main, and more for their shimmering Gen-Z anthems, BLACKSTARKIDS are well on their way to indie stardom. Last year, BLACKSTARKIDS released their full-length project Whatever, Man, the final piece to their black coming of age trilogy following projects Surf in 2020 and Let’s Play Sports in 2019. Whatever, Man incorporates each member’s wide-ranging influences into one body of work and is fueled by the sounds of artists from Toro Y Moi, N*E*R*D, Smashing Pumpkins, and Weezer, to Outkast, Odd Future, and A Tribe Called Quest. A winding maze of surprise and discovery, Whatever, Man’s string of critically acclaimed singles, including BRITNEY BITCH, FRANKIE MUNIZ, ACTING NORMAL, and TANGERINE LOVE – grasp their blissful DIY sound which blends garage rock with synth-punk and hip-hop to usher in a new surge of indie. The body of work also features the track FRIENDSHIP, which contains personal messages from fellow Dirty Hit signees Matt Healy of The 1975, beabadoobee, and more.

Dubbed a 90’s baby literacy test by Earmilk, BLACKSTARKIDS – Ty, Deiondre, and The Babe Gabe – showcase their witty personalities and depth as musicians by seamlessly blending nostalgic pop culture references with their effortlessly cool, genre-blending sound. Now, gearing up for the release of their debut album Puppies Forever, BLACKSTARKIDS are ready to share how their experiences have made them who they are and how they fit into society today.

Follow BLACKSTARKIDS via Instagram, Twitter and Facebook.

WIZtheMC – Everything Music Video

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South African born, Germany raised, and Toronto based pop/rap artist WizTheMc releases a music video for his latest single “Everything.” Directed and edited by Clyde Monroe, and starring Noa Fisher (Uncut Gems, Betty), the video showcases the highs and lows of a whirlwind love affair. “The “Everything” video is a visual representation of Infatuation, the first of many stages of love that I will be exploring in my upcoming releases,” says WizTheMc.

The video for “Everything” serves as the first in a series of three visual chapters due from Wiz this year. Along with “Break” and “Do It Over”, the three visuals unite to tell a linear cinematic story about Wiz’s experience with love and relationships. The video for “Everything” debuted on Diffus Magazine earlier this morning.

The acoustic guitar driven single follows up the success of Wiz’s What About Now? EP, released at the end of last year on 10K Projects/ Homemade Projects. The EP includes Wiz’s breakout single “For A Minute,” which has surpassed 30M streams on Spotify to date.

Fitting for an artist who spent formative years on three different continents, WizTheMc describes his sound as “borderless music.” It’s an apt description for the 22-year-old singer, rapper, and producer, who combines an ear for sticky pop hooks with nimble rapping abilities, all bolstered by high-octane production and summery guitar loops.

Currently based in Toronto, the Cape Town-born artist is bringing his magnetic records to the masses. As a teenager, he began rapping with friends in the town of Lüneberg, Germany, and like many Gen Z creatives, applied a DIY ethos to music-making.

“For me, it was always the internet. I learned how to freestyle off the internet, how to write songs, how to make beats,” he says. “That’s so beautiful, because no matter where I was, if I had my laptop, my interface, and my mic, I could make music.”

Wiz’s career hit warp speed in the summer of 2020, when his peppy love song “For a Minute” became a major online hit, following his signing with Elliot Grainge’s 10K Projects. It’s since accrued over 27 million streams on Spotify alone. A charming music video shot in the midst of quarantine highlights Wiz’s natural charisma, easy screen presence, and goofy sense of humor. But now that he’s got more resources behind him, he’s committed to making a world that expands on his music.

Recent videos for “All My Friends Are Stoned” and “World is Fucked” showcase Wiz’s playful and visually creative side, with rich color palettes and surreal humor. “Sometimes, I would just write the chorus and then write the music video concept just off the chorus,” he says. “With everything I’m making, there is just a visual element that’s working in the background.”

In addition to gearing up for live shows including major festival dates like Austin City Limits, Wiz is currently putting the finishing touches on a new batch of songs. He says introspective rappers like Kendrick Lamar and J. Cole have inspired him to pour more of himself than ever before into the music he’s writing; “it’s been my goal to be able to put down my emotions as accurately as possible onto paper. To the point that I feel moved by my own words because they feel so true to me,” Wiz says. “I feel like these songs are the closest to my real experience. These are the most vulnerable songs I’ve written to date.”

Forthcoming singles “Everything” and “Break” have a darker sensibility and an urgency to them, drawing attention to Wiz’s emotive rasp. He uses songwriting for emotional excavation, but maintains that what matters more to him is not what he gets out of a song, but what you do.

“My favorite thing is when I make something I don’t understand or love immediately and then it grows on me,” he explains. “I feel like it’s an empowering idea for artists that we are not really the ones in control to make something meaningful. We don’t have to understand anything to make anything great, we just have to be there and show up and let the music come through us.”

NESSA BARRETT — “i hope ur miserable until ur dead”

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DEBUT PRETTY POISON EP ARRIVES ON SEPTEMBER 10

DELIVERS INTERNET-BREAKING SURPRISE PERFORMANCE AT LOLLAPALOOZA

Ready to make a major mark after gathering millions of streams and receiving widespread critical acclaim, rising singer-songwriter Nessa Barrett uncovers a new single and music video entitled “i hope ur miserable until ur dead” today. Listen to “i hope ur miserable until ur dead” HERE and watch the music video HERE.

Nessa delivers a Gen-Z grunge bop underlined by caustic guitars and a hypnotically spectral hook. Her voice teems with raw emotion as she lets everyone know exactly how she feels! In the accompanying video directed by the incomparable Hannah Lux Davis [Ariana Grande, Halsey], Nessa emerges from a television set Poltergeist-style in order to haunt a deserving ex with her undeniable presence (and totally stealable nineties prom goth looks).

Regarding the song, she said, “‘i hope ur miserable until ur dead’ is the anger you hold inside when people betray you—when people hurt you so bad and you unapologetically hope they get what they deserve.”

Most importantly, the song heralds the arrival of her debut pretty poison EP out September 10 on Warner Records. Pre-order pretty poison HERE. Illuminating the scope of her signature style, she leans into a lullaby melody on the darkly catchy “grave,” while “i wanna die” feels tailor-made for the closing credits of a classic nineties slasher flick. Her jazzy intonation adds raw emotion to “scare myself” as she admits, “Sometimes I even scare myself.” Over wobbling distortion on the title track “pretty poison,” she urges, “Say my name, say my name like you know it’s holy.”

Check out the full tracklisting below.

Nessa broke the internet last weekend when she joined jxdn for a surprise duet of “la di die” on the Main Stage at Lollapalooza. It immediately trended across social media, generating millions of impressions. Meanwhile, she continues to attract critical acclaim. Of her latest release “counting crimes,” Clash Music wrote, “The single itself showcases Barrett’s vocal power alongside a backdrop of guitar and piano overlaid with glitchy production.” In addition to plugs from the likes of UPSET Magazine and more, The Line of Best Fit hailed her as “On The Rise,” going on to rave, “She is the architect of her own, grunge-indebted netherworld, leaning into the pop-punk revival close enough to brush shoulders with it, and yet retaining an extraordinary sense of self that belies her eighteen years.”

Earlier this year, Nessa linked up with jxdn on “I’m Dead” as part of the Official Soundtrack for the new scripted podcast Prom In Hell, the four part horror-musical-comedy series which debuted as the #1 Apple Music Podcast in April. “I’m Dead” notably marks the second collaboration by Nessa and jxdn following their breakout hit “la di die,” produced by the legendary Travis Barker. The latter has already amassed over 200 million streams, cracked the Top 15 at alternative radio and reached #27 at top 40 radio. The duo made their late-night television debut performance with “la di die” on Jimmy Kimmel Live! and also performed on The Ellen Degeneres Show. The song has received widespread acclaim from MTV, Elite Daily, Buzzfeed Radio.com and Nylon declared, “As the last line of ‘la di die’ says: She’s gonna be a superstar.”

pretty poison TRACKLISTING:

1. pretty poison

2. keep me afraid

3. i hope ur miserable until ur dead

4. grave

5. scare myself

6. i wanna die

7. sincerely

image from Darren Baber for use by 360 Magazine

Nessa Barrett — Photo Credit: Kenneth Cappello

CLAIRO’S NEW ALBUM SLING DEBUTS AT #1

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Clairo’s critically acclaimed sophomore album Sling, released on July 16th via FADER Label/Republic Records, debuted at #1 on Billboard Alternative Albums Chart, #2 on Top Rock Albums Chart, and Top 20 on Top 200 Chart. This is the highest album charting debut for the 22-year-old American artist, songwriter, and producer. Listen to Sling here.

Co-produced with Grammy® Award winning producer Jack Antonoff, Sling was recorded at Allaire Studios in Upstate New York and features 12-tracks including “Blouse,” which the 22-year-old performed live on NBC’s The Tonight Show Starring Jimmy Fallon last month. Watch the breath-taking performance here.

In celebration of the widely adored record, Clairo recently announced her 2022 headlining North American tour dates, which are quickly selling out. Tickets are on sale now at here.

Praised for her diary-worthy stories earmarked by her devilishly sharp commentary and angelically intimate vocals. The singer, songwriter, multi-instrumentalist, and producer has quietly threaded these stories into the fabric of popular culture since she first surfaced as a phenomenon out of her dorm bedroom. Following the success of her 2018 debut, Diary 001 EP, Clairo unveiled her 2019 full-length debut album, Immunity (FADER Label). The now 22-year-old received critical acclaim from the likes of Billboard, The New York Times, Los Angeles Times, NME, NPR, Pitchfork, Rolling Stone, and many more. Beyond performing on TV shows like Jimmy Kimmel LIVE!, and most recently The Tonight Show Starring Jimmy Fallon, she has notably sold out headline tours as well as joined the bills of Coachella and Lollapalooza. Her growing catalog includes the platinum-certified “Pretty Girl” and gold-certified “4Ever” and “Flaming Hot Cheetos,” in addition to “Are You Bored Yet?”—her platinum collaboration with Wallows. To date, she has amassed over 3 billion streams and counting. In 2021, she turns the page on the next chapter with her highly anticipated sophomore album, Sling—out everywhere now.

Clairo: Instagram | Twitter | Facebook | Youtube | Website

JENA ROSE LIFESIZE CHESS MUSIC VIDEO – CHECKMATE

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Cuban-American gen-Z artist Jena Rose hit a 5-week streak on MTV’s Friday Livestream with Kevan Kenney, joining a-list artists including Harry Styles and Zayn in the fan-voted Top 10 rankings. The larger-than-life music video, “Checkmate”, released via Gem Street Music and Sweety High, was inspired by “The Queen’s Gambit” and her lifelong fascination with chess. The pop track visually follows Jena as she takes the power back in a toxic relationship. Watch here.

Since releasing “Checkmate” in June, Rose has experienced tremendous momentum across social media and DSPs. By the numbers, “Checkmate” has generated 4.65M total views and streams, 450K monthly Spotify listeners and 70K new TikTok followers. Additionally, the “Checkmate” sound has been used in 8.3K videos.

The single kicks off an exciting new chapter for Jena Rose and prepares listeners for her forthcoming debut EP Baby, Maybe. The project is slated for release later this year and will feature collaborations with all-star co-writers/producers including Nick Furlong and John Feldmann (Blink 182, Panic! At The Disco).

Christened a “tour de force” by American Songwriter, Jena has toured with Aly & AJ, Echosmith and Why Don’t We, attended NYFW (dressed in Alice+Olivia, Anna Sui, Tom Ford, etc), and worked on brand partnerships with Tommy Hillfiger, FabFitFun and MAC.

About Jena Rose

Growing up with a father who immigrated from Cuba and a mom raised in Chicago, Jena was inspired by a wide array of musical influences from a very young age. Displaying a precocious talent early on, she started playing her own songs on tour with AJR, Echosmith and Why Don’t We when she was only 17-years-old. Trained as a multi-instrumentalist, singer and dancer, with over 1M social followers and 10M likes, she is an artist to watch in 2021. Gearing up for a slate of releases, fashion week, and her debut EP, Rose will be back on tour just as soon as the world allows.

About Gem Street Music

Gem Street Music, based in LA and Nashville, was created as a solution to a new music market that requires artists to drive continual growth across their digital platforms. Their core business, spanning from A&R and content production to growth and distribution, delivers the cultural scale essential to building real fan bases and driving positive ROI. Owning one of the largest Gen Z platforms and growth networks in the U.S. (Sweety High and Social Impact), they leverage their diverse audiences and employ innovative, collateralized strategies for both established stars and promising newcomers.

Nechelle Vanias Six Degrees of Influence Q×A

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Nechelle Vanias is Chief Strategic Officer of the full-service digital marketing and talent agency, Six Degrees of Influence (SDI). Spearheading the agency, Nechelle looks to elevate professionally managed content. Through SDI’s three curated influencer content houses – The Vault, La Casita, and Twin Flames – the agency looks to offer a unique opportunity to both brands and content creators. 360 Magazine spoke with Nechelle about SDI’s approach to creating viral content, brand campaigns, Gen Z/Millennial trends, and more.

What void do the The Vault, La Casita, and Twin Flames houses fill in the professionally managed content collaboration house industry?

Six Degrees of Influence (SDI) sought to create long lasting brands when developing The Vault, La Casita, and Twin Flames, not just an influencer hang out or Airbnb. SDI likens this approach some of the popular TV shows, like Love Island and Big Brother, where the audience falls in love with the show platform and may have their favorite contestants each season, but still come back to engage with the next season. In fact, SDI runs each of their content houses like a TV show production set replete with the same operations, including call sheets and writers’ room. This ensures a predictable, consistent and timely amount of content is produced for both the house social media channels and brand partners.

Six Degrees of Influence (SDI) uses a multi-channel content approach. What different channels do you use to promote content?

SDI employs social and live channels to promote the house’s content. This includes live streaming fan events and on-site brand activations at the houses. The content houses’ reach is amplified beyond the house channels by hosting daily collaboration days with their influencer and Young Hollywood friends. [These collaborations] then create exposure for the guests’ audiences as well.

Is there a specific media channel that SDI influencers are currently focusing on the most?

SDI knows that content creators can still earn more money that is relative to their follower count and engagement on Instagram and YouTube, than on TikTok. This is because Instagram and YouTube are established platforms from which brands have been able to experience quantitative conversion results over long periods of time. Brands are still figuring out how to best use TikTok, thus while their marketing spends are increasing for TikTok. [However,] you can still earn more on the other platforms with less followers. We have a creator with six five thousand followers on Instagram and earns $1,500 on average for one Instagram post, whereas her following of three hundred and fifty thousand followers on TikTok earns her $750 on average. Now, add in the fact that SDI has never seen followers move to other platforms in the way TikTokers are able to move their followers. Therefore, TikTok is still a large focus as it serves as an advertising tool to drive the growth of Instagram and YouTube. For these reasons, SDI focuses on Instagram and YouTube growth for the housemates, but certainly keeps TikTok front of mind.

What benefits does living in a content house offer influencers, as opposed to more traditional housing arrangements?

Collaboration amongst all creative types is a tried-and-true method of growing and being inspired. Living in a content house offers influencers a tribe to go to for content ideas, support and camaraderie. When run by SDI, that [support] comes with mental health check ins and encouragement. [Encouragement] is very necessary for influencers who are under an immense amount of pressure to maintain their brand. SDI also provides insight on platform growth, relationships with the platforms for exclusive campaign, and event opportunities, and secures brand deals for the housemates. Overall, in SDI’s houses housemates receive the support, resources and tools to grow their social platforms, increase their revenue potential and get a “masters” in the business of content creators.

Is there a formula/process that SDI follows when attempting to create viral content?

In order to achieve viral content you have to put out A LOT of content. It is foremost a numbers game – the more content you deploy the more you increase your chances of going viral. The second most important process of creating viral content is to study data, so that you are putting out a lot of purposeful content with the intent to speak to a generation. Have your content resonate with [viewers] and have them respond with affirmation through their views, likes, shares and comments. SDI is a very data driven agency, so we are looking at what the data is telling us, what the comments of the fans telling us, what is trending in pop culture, what do we hear the talent talking most about, what is getting the views. Once SDI has the “what”, we start looking at the “why” so that we can determine how to leverage the data to create viral content.

SDI creates custom designed campaigns for individual brands. How does SDI go about customizing these campaigns for each brand?

We curate campaigns for brands that align with their overall marketing goals and what we know will be embraced by the creators. We speak the brands language, but live in the creator’s world, so we know how to create a win-win collaboration. We also leverage the unique setting of a content house in our campaigns. Most specifically, the ability to do on-site branded activations and signage at the houses themselves. For example, if it is a beverage brand, we might recommend a branded glass front refrigerator by the pool. If it is a clothing brand, we might recommend a branded master closet with signage that is full of the brand’s clothing. If it were a cereal brand, we might recommend a cereal bar in the kitchen. All of these concepts would include intentional branded content created by the housemates, but also a more subliminal exposure in the background of content. [This subliminal exposure] has proven to be successful in traditional product placement [methods] used in TV and film. The possibilities are endless, and we look to get as creative as we can. [SDI] pushes the envelope [with] of out of the box ideas that deliver conversations and increase brand awareness.

Who are some of the most popular content creators that SDI represents?

SDI works with many creators, and the most popular doesn’t always mean the most follower count.

Rave Vanias with 350k is a brand favorite, doing campaigns for brands such as Cinnamon Toast Crunch, HP and Fenty Skin. She also pulls thousands of views when she goes live on her social channels. Her confident personality and accessibility make her a favorite all around.

Alessya Farrugia has strong numbers on all channels (2M on TikTok, 391k on Instagram, 176k on YouTube) and is another talent. [Alessya is also] a brand favorite for campaign activations on TikTok, Instagram and YouTube. She also is one of the few creators that appear on the gossip sites for her great looks, and not for drama.

Joshua Suarez, with almost 13 million followers on TikTok, is one of our largest creators. [He has] has great chemistry with his girlfriend, Star Abelar, who herself has almost 10 million followers on TikTok.

So many influencers audition to join content houses. What qualities does SDI specifically look for when finding influencers to represent your full-service digital marketing and talent agency?

SDI is looking for creators that have a great work ethic and want to be great. If someone is doing this as a hobby, they are not a fit for the agency. SDI is looking to go on a journey with talent that are looking to take their careers to the next level, reach their full potential, and aren’t afraid to do the work that is needed to be great! SDI doesn’t just sign talent with large followings, because we know that doesn’t necessarily translate into big money or meaningful careers. SDI is looking for creators that are coachable and passionate about their art because those are the ones that have the greatest potential impact on the industry!

SDI mentioned that their demographic mainly caters to Gen Z and Millennial fans. Which Gen Z/Millennial trends are SDI influencers currently creating content about?

The Gen Z and Millennial generations are very confident in their self-expression, and SDI looks to amplify those voices. Relationships and connections are a main theme in the content we create – whether that be romantic, casual, family or friendly interactions. These generations are more connected [to each other than ever before] in history, thanks to technology and social media. So, [these elements] play a large part in their lives and create a universal theme with which they can relate and engage.

Is SDI looking to create any more content houses in the future?

SDI does indeed have two more houses in development for 2021, with plans for international expansion in 2022. SDI wants to create an international network of content houses that can incubate future leaders and give brands a platform to weave into the fabric of their customers’ lives.

WIZTHEMC × EVERYTHING

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WIZTHEMC RELEASES NEW SINGLE “EVERYTHING”

Today, pop/rap artist WizTheMc releases his latest single “Everything,” out now via 10K Projects/ Homemade Projects. The acoustic guitar driven single arrives ahead of his debut album, due this year, and follows up the success of his EP What About Now? The EP, released at the end of last year, features the breakout single “For A Minute,” which has amassed nearly 30M streams on Spotify to date.

LISTEN TO “EVERYTHING” HERE