(The price has since come down to earth even TikTokers can afford it again.) Its shares, which had been trading for less than $5, exploded in February amid the frenzied GameStop stock rally after day traders misunderstood a tweet by Elon Musk saying he’d be holding court on Clubhouse, an unrelated audio social app popular in Silicon Valley. In November the New Jersey real estate company West of Hudson Properties, which manages a $300 million portfolio of homes, including Clubhouse, went public on the penny stocks market. It has become a lucrative cottage industry, literally. While such rentals are most often short-term, the listings are getting a bounty of publicity-or “clout,” in the parlance of the moment-because these fresh princes of Bel Air are paying for their residences with content broadcast to millions as a form of #goals. Realtors are leasing blinged-out spec homes in high-profile neighborhoods like Beverly Hills and Burbank for as much as $50,000 a month, according to Bloomberg. “It’s the banality of affluence.” The deals that keep these collectives occupied are shrouded in mystery, but, in a town that prizes the art of the deal, it goes without saying that everybody is getting theirs.
These are sets,” says the design critic Carolina A. “This is about the flash and the service. Los Angeles Mayor Eric Garcetti recently ordered the power shut off at Sway House for hosting parties in defiance of COVID-19 public health regulations. It turns out that some emperors have no clothes and some internet royals live in hollow castles, each one’s life carefully cataloged on the House’s Official Account™ as well as Their Own™, ensuring a never ending stream of content that followers can piece together like the Dead Sea Scrolls.īlake Gray and Noah Beck are seen on Augin Los Angeles, California. With their vaguely Mediterranean façades, open floor plans, granite countertops, and walls painted a shade of white that recalls primer, these homes, which popped up all over Los Angeles last year with the explosion of video-sharing apps, are not engines of desire or fantasy but blank backdrops. Today’s celebutantes are genetically blessed, stylish, and tech-savvy (ask your kids about Daisy Keech, one of the founding members of the Hype House collective, or Noah Beck and Bryce Hall, Sway House’s ringleaders until it recently broke up), yet the bland McMansions they inhabit in the seductive hills above Los Angeles tell a different story.
#Tiktok hype house movie#
MGM once promised “more stars than there are in heaven,” except now the stars are coming on live in the palm of your hand at a time when everybody is stuck inside.ĭuring Hollywood’s Golden Age, movie stars worked on sumptuous sets by art director Cedric Gibbons and lived in exquisite homes designed by Billy Haines.
The residents amplify their budding profiles by broadcasting the minutiae of their lives on the apps, and many have discovered that by joining forces with others under a single roof, their chamber dramas cast an even stronger spell across the internet.
Welcome to the world of “collab houses,” sprawling estates where groups of nubile influencers hunker down and make short videos for social media, mainly TikTok and YouTube. Meanwhile, at Clubhouse (1.4 million), the angular Beverly Hills–based mansion that serves as a content hub, a harem of young men and women dance in expansive but empty rooms-canaries chirping inside the most mundane of gilded cages. Same for Sway House (5.3 million followers), where one post was filmed in front of a wall of barren bookshelves. Hype House has 20 million followers on TikTok and, at first glance, not a stick of furniture in any of its spacious accommodations.
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