Sep 24, 2020
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TikTok Stars Bryce Hall And Blake Gray Could Face A Year In Jail. This Isn’t Totally Bad For Business.

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LOS ANGELES CA – AUGUST 20: Bryce Hall and Blake Gray are seen on August 20 2020 in Los Angeles. [+] GC IMAGES Los Angeles top prosecutor announced yesterday that TikTok celebrities Bryce Hall and Blake Gray could withstand a year in jail and a $2 000 fine for throwing parties at their rented Hollywood Hills mansion during the city s Covid-19 restrictions


The city attorney s press conference happened in the morning. In the afternoon Hall 21 posted a shirtless selfie on Twitter and Gray 19 took the opportunity to re-promote his branded merchandise a collection of shorts sweat pants and a hoodie carrying the emblem of a fictional frat house he has invented


Then yesterday evening Hall and Gray who are members of the TikTok collective called Sway House posted one of the choreographed dance videos that have earned them roughly 19 million followers combined on TikTok. They wore broad smiles and seem to have recorded the clip from within a large walk-in closet


Their joie de vivre seems quite undimmed by the chance of prison. And why should it? It s entirely unclear whether they ll actually must trade Sway House for the big house—and just as unclear whether LA s show of force against them is entirely bad for their business. The dynamics around this matter of economics are an engaging comment about the difference between how social media influencers make money today and the old rules of fame that governed traditional celebs


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Show Me The Equal Money For say a tender TV actor yesterday would ve been bad


Becoming poster boy for irresponsible behavior could ve gotten you kicked off your show. And whether that didn t happen your endorsement deals would ve potentially evaporated. Businesses don t typically want to hire controversial celebs as spokespeople. And this is doubly the case for corporations that sell products for children and teens eager as those corporations are to hire only the squeakiest-clean stars to shill their mascara or baseball mitts


TikTokers do an outstanding amount of brand work too posting company-sponsored videos to their feeds. Gray wasn t getting a majority of these deals—he is the fewer famous of the pair—but Hall very much was. Ago year companies like Square SQ -1. 5% and Epic Games paid him to promote their products—Cash App and Fortnite respectively—in deals that were likely worth at least $50 000 each


This type of income will likely dry up for Hall going forward. (An agent for Hall and Gray couldn t be reached to comment for this story. ) Yet here s the object that separates influencers from old-fashioned stars the object that makes the bad boy behavior lucrative—and so unlikely to end any time soon


Hall and Gray aren t relying on a TV show to reach fans and maintain their profiles. They control their fame themselves through their presence on TikTok Instagram YouTube and Twitter. And as long as their fans continue to find their antics funny and consume the content they put out on these platforms they have very little reason to stop


They can monetize directly from the views on their YouTube videos during the platform s ad-revenue-sharing deal and they can continue to sell their branded merchandise like those frat hoodies profiting from the almost cost free advertising offered by their social media accounts. Of course time in the clink could finally silence them if they don t workout some form of manage prosecutors to prevent that fate


In spite of this some inmates have recently become TikTok stars doing so even without the benefit of a walk-in closet as a backdrop

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