How the TikTok influencer house ‘nobody asked for’ landed brand deals with Chipotle and Tinder — without dancing

The House Nobody Asked For

Summary List Placement

This summer a group of eight influencers who wanted to escape the parties and drama of Los Angeles, and find a cheaper housing alternative, decided to move to Las Vegas and form a “collab” house ironically titled “The House Nobody Asked For.” 

LA has generally been the hub for these kind of houses, where creators live together and make social-media content. The city has seen a wave of new houses emerge with the rise of TikTok, like Hype House or Sway LA. But other cities and countries are now home to several new groups of influencers as well, from Arizona (The Halo House) to outside of London (The Wave House)

THNAF itself started an hour outside of LA, where founders Will Mahony and Tyler Funke rented an Airbnb for two months. But when they decided to go bigger and rent a mansion for all eight members to live in in August, they settled on Las Vegas.

“Believe it or not, we’re paying less to be here than we would for student housing,” house member Caroline Ricke said in the group’s announcement TikTok video.

The house now has over 2.6 million followers on TikTok and its members include Mahony (19), Funke (19), Anthony Potero (19), Billy Yue (19), Caroline Ricke (21), Dawn Morante (19), Marco Borghi (18), and Tobias Phillips (20).

While many TikTok content houses have risen to fame through viral dances and trends, THNAF is part of a growing comedy house scene. Two LA-based groups, The Pound and Camp Sike, launched comedy houses in August and September, respectively. The Honey House, another LA-based group, is a group of millennials creating humorous content challenges.

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But so far, THNAF has been pushing this new genre of TikTok collab house forward as an early adopter in the space. Nearly every video the group has posted has hit over one million views, and brands are catching on.

The group signed the Las Vegas lease for four months with the assistance of some of their parents and legal advisors, and the group’s first sponsor, the brand MSCHF, signed on as a guarantor.

MSCHF, a company that sells products and is known for viral stunts, is sponsoring the group through the end of October, which has helped cover the rent and utilities for the house. In exchange, the house collectively created branded content on TikTok for MSCHF through individual members posting about the brand on their own pages. Mahony keeps a link to the company in his bio. 

In August, Ogo Akamelu (who is known professionally by his first name) became the non-exclusive manager for handling house-wide partnerships after meeting one of the members through a Netflix project. Ogo has secured two of the group’s highest-paying brand deals to date: Chipotle and Tinder.

The group equally divides the sponsorships by nine between the eight members and Ogo.

“We see ourselves as equals, because once the business gets in the way of that, then that’s how we fall apart, you know?” Mahony told Business Insider. 

Mahony and Ogo broke down exactly …read more

Source:: Businessinsider – Tech


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