More than just Los Angeles, TikTok content creation halls are quietly rising in many countries around the world.
Author . . Shen Danyang
In the eyes of American teenagers, if you want to be red and purple on the Internet, you must go to Live in Los Angeles."On the streets of Los Angeles, you're talking to four people, one of whom could be an Instagram blogger with hundreds of thousands of followers, and the other three, even if they're flat on social media, will have more than 20,000 followers per capita." Conte said in an interview with the New York Times.The city of Los Angeles is influenced by Hollywood culture, with an open and diverse "content star-making culture" flowing through its genes. As a result, it has attracted countless Youtubers and Instagram users.As TikTok became popular in the United States and became popular around the world, Los Angeles became the creative home of the TikTok people.
Conte, who is also a little-named internet star on TikTok, is 20 years old and has 2.4 million followers on the platform. To devote himself to short video creations, Conte left his hometown of Los Angeles in early April to share a house with seven other TikTokdas.Conte, who had arrived at first sight, did not expect that he and his roommates would be stranded at home for the next few months because of the outbreak.The TikTok people who get together take their creative power to the extreme. They filmed short videos of multiple themed series, both indoors and in the backyard, during which each TikTok account grew explosively."This is definitely a golden age for our creation. In addition to content creation, I also work with brand merchants, want to take advantage of my TikTok career to the top. "Conte said he felt the change from the moment he set foot in Los Angeles.There are a lot of young net-a-goers like Conte, who flock to Los Angeles and rent out their own lives together. This kind of co-living and co-creation place is called "content creation hall".In fact, "content creation" is not new.Since 2009, YouTubers, Vine short video creators, and Stream anchors have chosen to work and live together; since 2014, the model has become so popular that YouTubers have dedicated YouTube channels to record anecdotes in the public gallery; and in 2015, most of the head creators of the Vine short video platform have moved into a large public gallery to work together.In its heyday, YouTube 'blossomed every day' in Los Angeles. A group of YouTubers have rented a large villa next to Hollywood for $12 million and converted it into a content creation studio.When TikTok benicked around the world at an unstoppable rate, "content creation halls" with their unique attributes emerged.And the first practitioner of "TikTok House" is now the high-profile, the most powerful member of the public house - Hype House.The founders of Hype House are two hot Tik Toks, Chase (17) and Thomas (21). Thomas, who visited the youTube site Reds, was edgy by the rich creative atmosphere. People from the north of Tiannan, with their own unique cultural background and ideas, collision of countless creative sparks. Founders Chase (left) and Thomas (right)So he teamed up with Chase to create the first TikTok house, named Hype House, in December 2019.Finding an ideal location for TikTok is their first challenge.In order to facilitate the creator to shoot better video content, the content of the public not only need sufficient natural light, wide space, unique and beautiful scenery and other internal conditions;Unfortunately, most homes rented on Airbnb in Los Angeles don't allow tenants to use them for filming.After a carpet search, Thomas and Chase finally found a suitable house for Hope House. TikTok contentCreation Hall -Hype HouseLocated in an enclosed community at the top of the hill, the house not only meets all the requirements of a content house, but also comes with a number of advantages that video creators can't claim: huge mirrors, a bathroom that can accommodate small apartments, a grand backyard, a large swimming pool, an open-plan kitchen, and a spacious and bright living and activity area, all of which will have a large private space.On December 30th, 21 influential TikTokdas moved into Hype House together. Excitedly, they rushed into the huge bathroom, put a bottle of mineral water into the empty card slot of toilet paper, to support the phone, and happily in front of the camera after empty, one by one, happy.This huge bathroom is a favorite place to shoot videosThe duo then took a family photo of the Backstreet Boys and uploaded it to TikTok. Within minutes, the topic with Hype House was at the top of the search list, and the cumulative video volume under the topic quickly broke through 100 million.Ten days later, Hype House's TikTok had more than three million followers.Since its inception, hype House's strong membership has been a credit. With more than 100 million followers, founders Thomas and Chase, member Charlie Sisters, Rey and others are top stars on the TikTok platform, with more than 10 million followers and regulars on the topic list.They are in the American youth group, no one knows, no one knows.It is also the Red Man Manufacturing HallStrong combined forces produce the effect of nuclear fusion.Not only did the talent empower Hype House to grow so fast, the TikTok house doubled down on each member, allowing their content creation career to reach new heights."When we first moved into Hype House, Chase had 3.5 million followers on TikTok. If he had chosen to rent an apartment of his own, his fan base would have risen to five or six million now, but not by the tens of millions. In an interview with Forbes, Thomas said That in a month, Hype House had more than 7 million followers on TikTok, and that the number of fans on all member's personal accounts had increased significantly."When I first came to Los Angeles in December, TikTok had 2.8 million followers, and now (February 2020) 13 million." Rey told Forbes.The model of the content hall does benefit the creators a lot. Working together gives them more opportunities for communication and cooperation, and people at different stages of growth become supportive friends."Seeing young power players coming together on the TikTok platform and helping each other is really a testament to the saying, 'Promoting others is also improving yourself.'" YouTuber Sam Sheffer told the New York Times that he's happy to see a new generation of young people's infatuation and love of content creation. A photo of some members of Hype House
Founders Thomas and Chase also set clear "content creation rules" for Hype House.The rules state that members of Hype House can invite friends to their homes, but this is not a party house; if an item accidentally damaged at Hype House needs to be restored to its original condition within 15 days; and members produce original short videos every day in order to maintain their residency at Hype House."We don't accept the kind of play-minded creators who come to Hype House for a week without any output, it's an original content house." Thomas told the New York Times that it's also important to bring in new members in order to continue to improve Hype House's creative level and brand awareness.At this point, Chase acts like a behind-the-scenes star scout for Hype House, with the ability to discover the "smell" of a high-quality creator for the first time and to make him the next TikTok star."The necessary condition is that you have to be young, very energetic, very personal, and have a little weirdness. Freaks have the strongest spread on the Internet. Mr Chase says there are three kinds of people on the TikTok platform who are extremely professional in a particular field, or have a special talent;If you have all three of these characteristics, you are the "God of TikTok".Chase's words were not a teen's whisper, and Charlie, the creator of TikTok's most-fanted platform and a member of Hype House, launched an online dance during the outbreakChallenge（#DistanceDance）, the short video under this topic has accumulated more than 13 billion playbacks. Charlie's original dance short video
With 60 million followers, Charlie is a veritable "TikTok First Net Red." According to eMarketer, TikTok will have 45.4 million monthly active users in the U.S. in 2020, meaning that every U.S. user who regularly uses TikTok will follow Charlie.The TikTok first net red, only 15 years old.According to friends around Charlie, she is a polite and thoughtful girl, from an young age to receive professional dance training, her dream is to become a world-renowned dancer. She and her sister Dixie, who is 18 and has 25.6 million followers, are both creators of TikTok.Although both girls are members of Hope House, they spend most of their time in Connect state with their parents and fly to Los Angeles to meet Hype House members in order to maintain normal school life."In a way, she changed the style of content on the TikTok platform." According to Thomas, TikTok's previous content is mostly short videos such as body-watching, technical flow, funny sitcoms, and dance professional-born Charlie with excellent choreography skills and expressiveness on TikTok, her TikTok short video caused countless netizens to imitate."She brought elements of original dance to TikTok, and now creative dance short videos are on the way." And Charlie is making a self-breakthrough."I'm trying to get out of my creative comfort zone, where everyone's creativity and kindness have helped me a lot." Charlie says members of Hype House are helping her explore new forms of video, such as vlog.Members of Hype House are leading the content trend across the TikTok platform.Don't worry about the "money" roadOn one side is group-sourced, well-crafted, high-quality content, and on the other is the huge traffic that hundreds of millions of fans bring.In an era of content king and traffic dominance, Hype House has a unique commercialization and realisation advantage.However, their TikTok short videos rarely appear in the shadow of the product implant, the text description area of the work also has few product links, not to mention YouTube video patch ads.So how does Hope House cash in?"We occasionally pick up branding, but not very often." 'Hype House is a perfect blend of products and creative short videos, and the ads are shallow, which is what they insist on,' Explains Chase.According to foreign media showbiz Cheat Sheet, TikTok's creator's single short video is priced at between $150,000 and $200,000."In fact, the commercialization of the TikTok platform is still in its infancy. Creators and advertisers know how to deliver and transform platforms like Instagram and YouTube, but for TikTok, this is their first year of commercialization. Thomas said that while many brands have planned advertising budgets for the TikTok platform by 2020, nothing has been decided yet."But a lot of TikTok musicians have invited us to MV production, after all, music is a big core element of TikTok. When we appear in short videos, the traffic for their work will be significant, and Hope House will be moving into music, with a lot of potential commercialization opportunities. "The global epidemic has also put TikTok on the back.According to Sensor Tower, TikTok's downloads and in-app revenue hit an all-time high in February 2020, generating nearly 113 million installations and $50.4 million worldwide;Seeing the huge potential for traffic and commercialization on TikTok, movie stars and YouTubers are also on the platform.Hollywood superstar Jennifer Lopez and baseball player husband Alex, who are stranded in their Miami home because of the outbreak, often dance to TikTok's song; pop star Jason Derulo, who just woke up in the morning with TikTok's own song, performed a no-flirtatable performance. Jennifer and Alex are recording a short video of TikTok
Hype House is not afraid of a strong rival who is about to fight on the same stage."If Will Smith sends a TikTok short video, the data performance must be amazing, because the platform will push it to all users because he's a superstar. YouTube head red man is also a reason. Thomas says this is different from the TikTok platform natives such as Charlie, Chase and Rey among Hype House members, where their target audience fits perfectly with the platform's users and has a lot of fan stickiness.Major brands, including Internet giants, have also seen the influence of this group of "native youth network red", competing to cooperate with it, inTikTokPromote on the platform.In late 2019, Rihanna's self-made beauty brand, Fenty Beauty, joined forcesTikTokSeveral young internet fans on the platform are also "platforms" for the product, and more recently, streaming giant Netflix and Warner Bros., the world's largest film and television producer, are also in the runningTikTokBranding has taken place; even rival Facebook's Instagram is doing itTikTokRun a lot of ads to get people to pull new ones.Rihanna's beauty brand, fenty Beauty House, also founded the TikTok content teamTikTok's strong growth around the world has created unlimited business opportunities for it.Yet Hope House's teenagers have a hard time understanding that they can't put all their eggs in one basket.As team leaders, Thomas and Chase are consciously running an "all-media matrix" that includes YouTube and Instagram."We want to channel fans to Hype House's YouTube account, and while TikTok is in full bloom, we don't see its future yet, and we don't know if it's going to suddenly disappear." 'Be prepared for the worst,' Thomas saidDespite the uncertainty, Thomas noticed that everyone's attention was still on TikTok, and that everyone around him spent at least four hours a day on the app.The app has also made Hype House a legend among the youth community."We love the algorithm recommendations of the TikTok platform, it's amazing. Whoever comes to Hype House to make a video will be on fire, even if the common vegetarian opened a new account, as long as you shoot a short video with members, there will be millions of playback. "To test the power of the platform's algorithm recommendations, Thomas himself created a brand new TikTok account and uploaded a short video of himself with Rey.Soon, the number of views soared to 500,000. The B-side of young and famousIn direct contrast to Hope House's popularity, it is the social controversy caused by this group of young and famous children.Hedgehog Commune (ID: ciweigongshe)A closer look reveals that the average age of hype House members is only 18, while the main creators are mostly between the ages of 15 and 18.This is in line with TikTok's own user base. According to 199IT, 60 percent of monthly active users of the TikTok platform are 16- to 24-year-olds, much younger than users of popular social platforms such as Facebook, YouTube and Instagram."If we go back in time, there are child stars in every era, but the large-scale youth networking that appears on TikTok is a rare and complex social phenomenon." "Social Psychology" author Dr. Ciarán Mc Mahon said in an interview with INSIDER."I don't know what that means, but it may not end well."Side effects increase when the fame and wealth of top stars are added to young people who are not yet mentally sound.Less than half a year after its inception, the negative news about Hope House has been stormy.The first to come to the fore was an internal dispute between the founder's team.In March 2020, TikTok's Daisy announced her official exit from Hype House. She herself claims to be part of the founding team, participated in the original concept design of Hype House, and made up the largest share of the collective contribution to paying rent. Yet Thomas and Chase have never recognized her as founders in the media or in public.Daisy then filed a lawsuit in court asking Thomas and Chase to reinstate their founders and repay her all commercial income from the establishment of Hype House on a prorated scale.One of the original members of Hype House, Daisy "The hype House team's mailbox has always been managed by Thomas, and the transparency of the information is very low. We don't know the details of the commercialization of the brand, and Thomas always says Hope House doesn't make money, but he buys luxury goods himself and talks about buying a Tesla. Daisy uploaded a lengthy video to her YouTube account detailing the unknown "truth" in Hype House.Thomas and Chase did not respond to media reports.The internal ups and downs have not subsided, with the media revealing that Hype House member Charlie broke up with founder Chase and began a relationship a few months ago without a fight. While fans were still reminised by the idol's breakup, Charlie and sister Dixie announced they were moving out of Hype House together."As Hope House became more utilitarian, Charlie and Dixie wanted to leave and develop their careers. Although the relationship was dissolved, their friendship with the people was still there. A spokesman for the sisters explained to the media.The Charlies were invited to an NFL eventTikTok's first network, Red Charlie, admitted in a media interview that overnight celebrity was something she had never thought of, that she had not yet learned how to cope with the huge traffic and attention that the Internet brings, and that Hype House had been her spiritual home, where the people who helped her face everything together.However, in the face of interests, this love comes fast, disappears fast.With the members of Hope House, there is also the brand image and influence of this content creation in the hearts of the public.Soon, another member, Alex Warren, was revealed to be suspected of plagiarism of video content, with an overall funny style and video cover very similar to that of a YouTuber. Although Alex Warren vehemently denied it, it caused outrage among his fans and caused a stir on the internet.A succession of accidents caught Hype House off guard.Yet to get out of the mud of public opinion, Hype House has been dubbed "racist" in recent days.The death of George Floyd, a black man, set off a large protest march across the United States. Waves such as "Black Lives Are Lives" and "Anti-Racism" have once again swept the country. In this context, the public's reaction to Hype House, made up of white teenagers, is more complicated.In 2019, founder Chase was boycotted by netizens for saying the word in a video, and later publicly apologized, but the racist label stuck firmly on him."If you can say the word unintentionally in the video, it means he's said it many times in his daily life.""Chase has a lot of control over Hype House, which means it's a 'white house'.""Now it looks like there's a racist element to the content of their short videos."Netizens have been clamouring for Hype House's singing, questioning, and bashing.To bear all this is the once-famous TikTok network red, but also a group of underage children.Resources:
[1].《Delayed Moves, Poolside Videos and Postmates Spon: The State of TikTok Collab Houses》. The New York Times. 2020年5March 21
[2].《Hype House and the Los Angeles TikTok Mansion Gold Rush》. The New York Times.2020年5月25日
[3].《The Hype House Is Changing The Face Of TikTok》. Forbes.2020年2月24日
[4].《Founders Feud At Hype House Gets Nasty: An Armed Guard, A New Law Suit——And A Breakaway Group Of TikTok Stars》. Forbes.2020年3月26日
[5].《TikTok is breeding a new batch of child stars. Pasychologists say what comes next won't be pretty》. INSIDER.2020年5月24日
[6].《TikTok Boom! How the Exploding Social Media App Is Going Hollywood》.The Hollywood ReporterMay 2020June 06Day.
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