Entertainment

What happened to Sway House? Members reveal why it’s dead

Published: 7/Feb/2021 17:23 Updated: 7/Feb/2021 18:08

by Charlotte Colombo

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Founded just over a year ago, on 4 January 2020, Sway LA was once one of the most formidable content houses on the TikTok scene. Now, however, former members of the House like Griffin Johnson and Quinton Griggs have revealed that there’s “no real Sway” anymore.

Re-igniting rumors into the demise of Sway that initially started last month, former Sway member Quinton Griggs revealed on TikTok that Sway LA  was no more. Addressing fans in his video, Griggs, 16, admitted that “Sway isn’t really a thing anymore.”

He continued: “We’re all boys, we all love each other but there is no real Sway.” Griggs was a founding member of Sway House before moving to Sway Gaming in July in order to “protect his brand” following a string of controversies concerning the House.

But it isn’t just Quinton who seems convinced that the Sway House is over. Griffin Johnson, who also traded Sway House for Sway Gaming over the summer, reiterated in an interview that “there is no actual Sway House anymore.”

@jodiguglielmiGriffin Johnson told me there’s “no actual Sway House anymore” ##sway ##swayhouse ##cancelthenoise ##griffinjohnson♬ original sound – Jodi Guglielmi

“We had our fun,” he said, speaking to Jodi Guglielmi of People Magazine. “When we first got here there was a crazy amount of fame and we had the typical LA time, but then we just decided we were over it and that’s when we decided to split up.”

While Johnson and the boys appears to be “over” Sway House, it looks like fans might not be quite ready to let go, with one fan on Instagram saying “this hurt my feelings” while another announced that they were “gonna go cry” following the announcement.

What happened to the Sway House?

Rumors of the Sway House ending have been rife for a while, but they reached fever pitch when TikToker and Sway House member Blake Gray ominously Tweeted in December: “all good things must come to an end at some point.”

Adding fuel to the fire, several members of the Sway House – including Bryce Hall, Blake Gray, Josh Richards, Noah Beck and Quinton Griggs – removed associations to Sway from their social media bios.

Most notably, Michael Gruen, manager of the Sway House, also removed mentions of Sway from his profile and appeared to streamline his client base to just Hall, Richards and Johnson as opposed to the rest of the House.

At the time, both Bryce Hall and Josh Richards appeared to quell rumors that Sway as we knew it was coming to an end. While Hall tweeted out “#sway4lyfe till the end”, Richards said on his BFFs podcast with Dave Portnoy: “How can you really say it’s broken up? Cause one week there’s no YouTube content together, a TikTok hasn’t been made, or there’s this joking around, or this beef, that ‘Sway’s over, Sway’s ended.’ People just jump to conclusions.”

However, with big names leaving and multiple TikTokers seeming to confirm that Sway LA is dead, it looks like that the Sway House is one content house that is going to be left in 202o.

Entertainment

How does Addison Rae make money? TikTok star’s revenue streams explained

Published: 24/Feb/2021 16:04 Updated: 24/Feb/2021 16:27

by Adam Fitch

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When you think of the select few who are at the forefront of the current wave of influencers-turned-entertainment-giants, Addison Rae Easterling comes to mind. The TikTok star has blown up, especially over the past year, and she’s poised to make millions of dollars because of it.

The 20-year-old is traditionally a dancer, competing in the sport across the United States since the age of six. After blowing up on TikTok from, unsurprisingly, dancing, in late 2019, she’s amassed millions of followers across all major social media platforms.

The typical method of monetization for influencers comes in the form of sponsored posts and brand deals, and that certainly was the case for Addison early on. Though, after signing with talent agency WME in January 2020, she has her sights set on devising major revenue streams across multiple mediums.

From pretty standard ways of making money like advertisements on YouTube to launching her own beauty line, Addison is proof that social networks such as TikTok can serve as launchpads for a career that’s much bigger than any single platform. As she continues to expand her footprint and command higher paydays, it’s worthwhile looking at how she’s building an empire that may well set her up for life.

How Addison Rae makes money

Content

Addison Rae Mama Knows Best Podcast
Spotify
Spotify are hoping to bring more teenages to their platform with Addison Rae’s podcast.

Addison Rae is a major force in the world of content creation, it’s even been reported that she was the highest-earning TikToker in 2019. The majority of her income, which was said to be $5m that year, was from posting sponsored posts for the likes of Rebook and Fashion Nova.

When going live on TikTok, viewers can donate in the form of gifting. Addison Rae, once living in the Hype House — a collective of content creators in Los Angeles — has gone live with her friends to give further insight into her lifestyle, an enviable one for her many young fans. So, from TikTok alone, she’s made plenty from gifting and branded content deals.

Then, as you’d perhaps expect, there’s YouTube. The Google-owned video platform isn’t Addison’s main platform but she’s proven that she is a hit on there whenever she chooses to post. With 4.64m subscribers at the time of writing after posting only 16 videos, she makes money from adverts on her content and sponsorships from brands.

It’s clear that sponsored content is a big driver of revenue for the dancer, and that translates over to Instagram too. Companies such as American Eagle, Disney, and Daniel Wellington have all paid healthy sums to have a presence on her ever-popular feed.

Moving away from video content, Addison Rae signed a podcast deal with Spotify in July 2020. Published weekly, Mama Knows Best is an original audio product from the TikTok star and her mother, Sheri Nicole. The show is produced by Spotify-owned Parcast. There’s no word on how much she’s being paid for this endeavour but if it’s even a fraction of the deal Joe Rogan closed then she’s receiving handsome cheques for her weekly show.

Other ventures

Addison Rae Merchandise
Fanjoy
The internet celebrity’s merchandise range features lines based on popular phrases she coined through TikTok.

A fairly typical avenue for content creators to go down when they amass popularity is merchandise, and that’s no different with Addison Rae. She launched her own self-named merchandise store, in collaboration with Fanjoy, on May 1, 2020. Products available for purchase include clothes, phone cases, notebooks, and mugs.

An extension of her popular Instagram is a blossoming modelling career, one that was kickstarted by posing for Kim Kardashian’s SKIMS brand. She found herself blown up on a billboard in New York City in some of Kardashian’s line and has since publicly spoken about how much she enjoyed the experience. As she continues to grow in popularity, she’ll be tapped to be a face of major brands.

Getting further into the world of business, Addison Rae launched a joint venture with Madeby Collective in August 2020. ITEM Beauty is a makeup line that is said to be cruelty-free and vegan-friendly. It launched with just a handful of products but that’s to be expected; you wouldn’t want to invest too much into a new business initiative just to find out it wasn’t in-demand. More products have been launched since, perhaps indicating that it was received well by her audience.

Addison Rae ITEM Beauty
ITEM
Addison Rae’s beauty line ITEM launched with a limited range but has since expanded.

Film & music

In September 2020, Addison took a major step into the world of traditional entertainment when it was announced that she had been cast in a movie. ‘He’s All That’ is a remake of the 1999 comedy ‘She’s All That’ and she’s occupying the main role. At the time of writing, she’s busy at work filming her Hollywood debut.

While not confirmed, it appears as if she has other ventures in the works too. As expected based on her desires to pursue many facets of the entertainment industry, there are rumors that she’ll soon be launching a music career, including a Nicki Minaj collab, and that she has a reality television show in the works. One thing is for certain though, and that is she has no interest in being pigeonholed — there’s no doubt she’ll make a killing financially along the way, too.