Another day, another stab into my heart: Rihanna has once again done a thing that’s not releasing her long-awaited album R9.
You may or may not yet have heard of the trend of TikTok Hype Houses, in which young video creators live together in giant mansions (predominantly in L.A. so far) for the express purpose of creating viral-hopeful content for the app.
In this spirit, trailblazer, icon and genius business-woman Rihanna has just unveiled the Fenty Beauty House. This is a house, which people will be living in, for the express purpose of creating content at the altar of Rihanna’s cosmetics line Fenty Beauty (check out the brand’s account here).
At the launch of the house, which of course as a tonne of natural light, mirrors and a pool, she explained that creating a platform to foreground creativity is the name of her game. “I just wanted to create a platform for the next wave of content creators. I think our generation is the sickest, the illest, the most creative. I can’t do it alone, so to join in with the people who are influencing the world and my community and my generation, this is a hub.”
When Rihanna throws a party to announce the ##FENTYBEAUTYHOUSE… y’all ready??♬ original sound – fentybeauty
TikTok has already been called the wild west of social media advertising: unlike other more established platforms like Instagram and YouTube, where creators can command pretty hefty sums for sponsored posts or videos, TikTok has yet to be monetised as readily.
TikTok Houses established by creators have on occasion bagged brand sponsorships, but Rihanna’s Fenty Beauty House, is as far as we know, the first foray by a brand to set up a house expressly for a brand.
On the one hand, so smart, the current members of the hype house are TikTok creators, including Makayla, Emmy Combs, and Savannah Palacio, who’ve already gathered a p decent following on the app for their beauty videos. On the other hand wow… a branded TikTok house this simulation is wild.
Recently published videos on the Fenty Beauty account include Rihanna’s TikTokers introducing themselves and making skits with Fenty Beauty’s global makeup artist Priscilla Ono, it’ll be interesting to watch what kind of content begins to unfold here. How produced will it be? What kind of agreements will govern these gals n their relationship with the brand? What will this mean in the way of disclosure of paid content on TikTok? Will we ever see Rihanna sleeping over at her Fenty Beauty Hype House?
One thing remains certain, it is and always has been Rihanna’s TikTok house, we’re just living in it.