Netflix’s ‘Hype House’ Exposes the Dark Side of the Creator Economy

The Paradox of Fame in the Digital Age

Previously, figures like Kim Kardashian and Paris Hilton were characterized as “famous for being famous.” However, the TikTok personalities showcased in the Netflix docu-soap “Hype House” have achieved renown for appearing remarkably relatable. Distinct from the privileged heirs of established celebrities, this new generation of stars ascended to prominence rapidly, often for reasons that seem arbitrary and are governed by an enigmatic algorithm.

The Weight of Unexpected Success

“I understand how foolish it sounds. To be a 20-year-old millionaire and feel depressed seems contradictory,” admits Alex Warren, a TikTok star boasting 14.7 million followers. “Yet, that is precisely my struggle; I feel as though I am not permitted to experience depression.”

Navigating the Fragility of Viral Celebrity

“Hype House” portrays these previously ordinary teenagers grappling with the precarious nature of their newfound celebrity, constantly fearing its potential disappearance as swiftly as it materialized. The Hype House itself represents one of TikTok’s most enduring content collectives, a residence where social media influencers collaborate and produce videos. This collaborative living arrangement isn’t novel; creators on platforms like YouTube, Twitch, and Vine have previously explored similar projects.

The Business Behind the Brand

Thomas Petrou, with 8 million followers, functions as the unofficial manager, though he refrains from taking a percentage of the earnings. He describes his role as that of a parental figure, responsible not only for household chores but also for ensuring the Hype House brand generates at least $80,000 monthly to maintain operations. Influencers such as Vinnie Hacker (12.9 million followers), Jack Wright (8.8 million followers), Alex Warren (14.7 million followers), and others enjoy rent-free living in the $5 million mansion, with the sole requirement of posting content to the official Hype House TikTok account once a month. This activity generates revenue through ongoing branded content partnerships, and TikTok now also directly compensates creators based on the traffic they generate.

A Series Marking a Transition

The Netflix series signals a shift in focus for the Hype House, prioritizing the challenges faced by these influencers over the extravagant lifestyles of these young, affluent individuals.

Content Creation in the Digital Landscape

In essence, the videos created by these TikTokers are not substantially different from those posted by typical teenagers, with the exception that their content originates from a luxurious mansion. The official Hype House TikTok account, with nearly 20 million followers, showcases the stars experimenting with filters, participating in current trends, and, naturally, engaging in dance routines.

Anxiety and Disillusionment Within the Hype House

A pervasive sense of anxiety permeates the picturesque Santa Rosa Valley home throughout the eight-episode series. Some members are not consistently producing content for the collective, experiencing a lack of inspiration and disillusionment. A scene depicts members brainstorming ideas while relaxing on large beanbags, ultimately settling on devising a “lit-ass handshake” as their best concept. Despite residing rent-free in a lavish mansion, they appear to lack genuine enjoyment.

The Pressure to Maintain Online Presence

Simultaneously, Alex Warren is attempting various strategies to boost online engagement, but his efforts are yielding diminishing returns. Even while confronting personal family issues and a foot injury, he is apprehensive about taking time for his mental wellbeing.

The Demands of the Creator Economy

“A cessation of posting in this profession results in a decline in engagement,” Warren explains in a confessional. “There are no provisions for sick leave in this job. Taking a day off can lead to a loss of followers, which translates to a loss of income – essentially, your livelihood.”

The burgeoning influencer economy

Achieving prominence on TikTok is increasingly recognized as a viable career path online, with numerous startups emerging to assist these newly famous individuals in managing brand collaborations and partnerships – naturally, for a percentage of their earnings. While early YouTube creators primarily benefited from advertising revenue, the emphasis on monetization wasn’t as pronounced, particularly in the platform’s initial phases. Other social media platforms are also actively seeking to leverage the success of TikTok and its leading personalities; Instagram, Snapchat, and YouTube have collectively invested substantial sums to encourage creators to prioritize their platforms over TikTok.

“Influencers experience a unique level of public scrutiny, with our entire lives being placed on a pedestal unlike that of traditional celebrities,” explains Nikita Dragun, who boasts 14.2 million followers. “The role demands versatility – functioning as a spokesperson, advocate, model, publicist, and manager simultaneously.”

The expansion of creator monetization is largely positive, offering more resources than ever for creative individuals to earn a living pursuing their passions. Notably, even LinkedIn maintains a dedicated team of 40 professionals focused on supporting creators. However, concurrently, some creators report feeling pressured to monetize every facet of their existence. A significant portion of Warren’s fanbase is drawn to his content detailing his relationship with Kouvr Annon, a fellow TikTok star with 13.6 million followers; however, Warren finds it challenging to delineate their personal lives from the content they produce, creating strain within their relationship.

In the current digital landscape, particularly accelerated by TikTok’s growth, simply posting videos is insufficient. Success hinges on diversifying income streams to ensure career stability even if a platform were to decline in popularity – a scenario that has occurred previously, as evidenced by the demise of Vine. TikTok stars typically derive the majority of their income not from the platform itself, but from brand endorsements, sponsorships, merchandise sales, podcasts, television appearances, and ventures into music and acting.

“Hype House” highlights the creators’ awareness of their own limitations. They possess charisma, humor, and conventional attractiveness, enabling them to captivate audiences, but they acknowledge that their fame is largely attributable to chance rather than inherent talent, leading to anxieties about its potential fragility. Concerns revolve around the possibility of returning to their hometowns, where many have strained family relationships, and the fear of facing public condemnation or “cancellation.”

“Success in social media is fundamentally a numbers game; financial stability is directly tied to those numbers,” Warren clarifies. “A decline in viewership indicates a flaw in my approach, prompting a constant evaluation of what needs improvement to regain audience engagement.”

Warren’s apprehension is justified – even a seemingly minor alteration to TikTok’s algorithm could impede his progress. How does one adapt when accustomed to rapid social media expansion, and those growth rates begin to level off, or even decrease?

Beyond algorithmic concerns, the business model underpinning content houses is also inherently precarious. Since its inception, the Hype House has encountered several legal challenges, including a dispute involving former member Daisy Keech. Petrou recently revealed in a YouTube video that he has incurred hundreds of thousands of dollars in legal expenses. While these legal matters aren’t addressed in “Hype House,” Petrou describes experiencing stress-induced vomiting due to the pressures of managing the collective. These content houses are intended to alleviate the burdens faced by independent creators – offering a collaborative environment with support teams for brainstorming, video production, and supplementary income from shared accounts. However, “Hype House” suggests that relying on collective efforts without clearly defined financial arrangements can exacerbate stress levels.

“I don’t get the hype either”

Charli D’Amelio, a prominent figure within the Hype House collective, currently holds the position of TikTok’s most-followed individual, boasting 133 million followers. Forbes estimates her earnings at $17.5 million for the previous year, designating her as the platform’s highest-paid creator.

D’Amelio expressed a relatable sentiment on the Hulu reality series documenting her family’s rapid rise to fame. She stated she simply “posts” like any other teenager. She admitted to initially posting on social media without fully understanding the implications.

Interestingly, D’Amelio herself has publicly questioned the longevity of her celebrity. Her TikTok biography once playfully acknowledged this, stating, “don’t worry i don’t get the hype either.” She has also considered alternative paths should her current success diminish.

In the premiere episode of “The D’Amelio Show,” she revealed contemplation about her future if her substantial income were to cease or if the demands of her lifestyle became overwhelming.

D’Amelio finds a degree of enjoyment in interactions with corporate leaders. “Being on calls with CEOs of companies… I’m like, that’s kind of fun?” she remarked. She recognizes the potential to transition into marketing, leveraging her understanding of social media mechanics.

She believes her knowledge of the “back ends of everything” would be a valuable asset. It seems paradoxical that D’Amelio would contemplate a backup plan given her extraordinary earnings, exceeding what many will accumulate across multiple generations.

However, shows like “Hype House” and “The D’Amelio Show” aim to present these social media personalities as relatable individuals. Production companies seek financial gain through platforms like Netflix and Hulu, while the stars themselves benefit from increased income and sustained recognition.

This dynamic is inherently self-referential. These creators utilize a degree of perceived vulnerability to amplify their stardom. The strategy appears to be working effectively.

TikTok itself emerges as a significant beneficiary of this phenomenon. The app’s core appeal lies in its potential for rapid social mobility, as exemplified by Alex Warren’s journey from living in a vehicle to residing in a mansion.

Despite being surrounded by a group of highly visible peers, a sense of isolation can persist at the pinnacle of internet fame. Even living amongst ten of the internet’s most recognized faces doesn’t necessarily alleviate loneliness.