, a group of British and Irish TikTokers, visited Los Angeles this week and posted about his plans to “infiltrate America.”
Too much hype inevitably attracts drama, and Hype House members are extremely wary of it. They are careful about who they film with, what they wear, how they act and how things can be interpreted online.
If a Hype House member has a girlfriend, for instance, that member may avoid filming with another girl alone, so as not to start rumors.
The house itself could bring drama someday. MaiLinh Nguyen, a former videographer for Jake Paul, said money can play a huge role in trouble.
“I don’t think it’s sustainable to just be a collective forever,” she said. “At some point if they want to do a pop-up shop, or release Hype House merch, they need to figure out how to divvy things up financially and they’re going to have to legitimize it as a business.”
Michael Gruen, the vice president of talent at TalentX Entertainment, said many of these collectives are creating valuable intellectual property. A commission structure should be negotiated from the start, he said, and thought should be given to incorporation and insurance and everything else that comes along with running a business.
“As I’ve told many of these creator houses,” Mr. Gruen said, “before you dig deep into raising the value of the I.P., make sure that you have the splits organized so it doesn’t come into play and ruin friendships.”
Carson King, 20, a YouTuber who lives in a collab house with several YouTuber friends, said that for him and many others, a looser arrangement can work great, and creates less pressure.
“I think it’s a dream for a lot of people to be able to move in with friends and be able to work on whatever you want to work on,” he said. He and his housemates keep things like whiteboards around their collab house so they can write down video ideas anytime.
“The big struggle creators have is that people around them don’t understand at all the culture of what they’re doing,” said Mitch Moffit, 31, a YouTuber who lived in a collab house when he was starting out.
This is the value for young people: If you want to immerse yourself in influencer and internet culture, there’s no better place to be. Chase, Thomas, Charli and other members of Hype House are aware of how lucky they are, how fleeting fame can be, and they don’t want to squander the opportunity.
“It’s 24/7 here. Last night we posted at 2 a.m.,” Thomas said. “There’s probably 100 TikToks made here per day. At minimum.”
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