Month: Apr 2021

Content houses: the business model turning the young, privileged and problematic into social media megastars

TikTok is everywhere. Even if you’re too stubborn to download the app itself, you probably will still have heard of the likes Addison Rae and Charli D’Amilio. Stars of the video-sharing app are making a name for themselves in the ‘real world’, and it’s safe to say that a noticeable amount of popular content creators belong to, or at least used to belong to, a content house.


Written by Luke Bailey I want to go for a drive. But I can’t, I don’t own a car. I want to sit behind the wheel and blast my way down a motorway. In any direction so long as it’s away. But I can’t, there’s a pandemic raging.  I want to lose myself to the music blaring out of tinny car speakers, as I leave everything behind me. But I can’t. I could just get up, right now as I write this, and go. I could disappear off the face of the earth for a week. Or more. But I can’t. My housemate would worry. I can’t just disappear.  I wish I could drive as far as possible, and then still keep going. Driving until I am hidden in the midst of the Scottish Highlands. I would be untraceable, uncontactable. I would be free. Just a few days without the constant pressure pushing me back down. But I can’t.  I could immerse myself in books and music and the beauty of the wilderness. I could walk among the trees and the …