Hey everyone! Hope you're all doing fantastically. I have been pretty busy over the last month and it's been so phenomenally successful for a lot of my projects. I'm the kind of person that spends my time starting new ideas... I literally have dreams about something and the next morning I'm up, wanting to put it into action despite all the other work I have! Haha, it drives the baron crazy but I think it's a good thing. So I've been busy trying to update the domain on my website. I had to change up the back end so I took the site down for a second before giving a new update.
Next on my list is moving homes! So earlier in the year, I was able to help my mum buy a house. Now I don't share any of my personal life with the internet but my family dynamic was quite tumultuous and my parents parted ways in 2009. So after that took place we lost our family home and it was always on my agenda to make sure my mum was in a position where she could have a safety net of a house and our family came together! In addition to this, we have some exciting news that I've been told off for sharing too much about. Things are... expanding. But I will be posting non stop in the new year which will share the tea.
I think this really goes to show how much my work ethic has been focused on getting the money together to support the right things, I am very fortunate in what I have but my main intention is always to help my loved ones as best I can and I feel no shame in creating sponsored content if the end result means that my family have a better life. I am aiming actually to buy them a block of flats which we can rent out and they'll have a continual income. That's next on the list.
So in the UK we do not celebrate Thanks Giving, and I don't think that I'd honestly be interested in doing so if I was in the US considering the symbolism it causes to indigenous people. But in terms of giving thanks and celebrating with a feast, that I'm all for. I love cooking and earlier in the week I made my family a banquet of everything you'd see in traditional Thanksgiving meal but vegan, don't judge on the vegan part, I'm a beast in the kitchen.
Next on my list of completed projects is my complete change over of network, please note that I want to inform people as best as possible on how to navigate through youtube, and having a network is not equivalent to a manager. A manager exclusively handles you as talent, and sometimes network companies assign you a 'manager' in house to guide you and perhaps offer you accompaniment through Youtube events, it is not the same thing as a talent manager. A talent manager is someone that is committed to you as a job, they orchestrate what you do and a great manager will have a long-term plan of action. They make money as you make money and most celebrities have a manager who has enough sway in the creative industries that they can reach out and connect to other managers and outlets, to ensure you're getting that coin. So I really have to thank my husbandisha the Baron for a lot of this information because I was clueless and doing it entirely on my own. This I think is a testament to how much more credible my work has been if I say so my self because the opportunities I've manifested did not come from an outside source AT all. They were all things that I was driven to do. In the case of the US Youtuber's, they have created an entire social media facade of what work they're actually being paid for. There has been a couple of influencers in the US, I believe one was Laura Lee who have had a Mac collaboration project, which meant they had a custom lipstick shade and went to bespoke in-store events to attract a social crowd on that day. The products not in permanently production, it's a bloggers promotion. Nikki Minaj has an endorsement deal where she is paid a fee and the promotion is put globally in stores. It's a different set up with four fewer zeros. However, you can see in the case of Patrick Starrr who I have met and like, he is definitely a master of making things look bigger than what they are to create that perception.
What the managers who started off in a network position are doing, is attempting to build mainstream profiles and translate their influencers social media to look as more credible work. Because this is the problem with social media vs mainstream talent. Social media influencers don't have any requirements to create whatever they want to do, they aren't being hired. They don't have to have the approval to make a video, whereas, for example, a tv host would be picked by a network based on what fits the description that would relate to their target demographic, they'd want someone who is great at chatting with people and leading a room, someone who understands scenes and how to speak articulately. You don't need that whatsoever to film youtube videos. So this is why the social media perception is really off because despite being followed online, they don't have the skillset to convince a network executive to invest the same money as what would be invested in someone with no social media and the right experience. So what's happening is with that goal in mind, they're creating a lot of the content that pertains to hosting. Whether it be fashion week or working with celebrity clients, but because it's not actually amounting to a huge return in terms of the money you can make from an influencer, they're actually being set up from the opposite direction as a way that mainstream talent can build their Klout and social prominence. The mainstream is getting the coinz, an influencer is a tool. Think about it, what is cheaper? Creating an advertisement on tv that costs millions to reach millions in their homes, or paying ten grand for an influencer to share it on a social media site. Which is why for me, I haven't done a lot of crossover work at this stage. To build up a social following for me isn't as important as continuing the momentum I have with my work. In the end, it doesn't matter. The only area where it can benefit is music because of streaming, but that's another story. So that should give some more insight.
So next, I guess the question would be... if the influencer isn't getting the same coinz as the mainstream talent why does it look like this to the outside? Well, let's do some simple math. If a YouTuber is on a network deal, let's say 30/70. The network earns 30% of the total revenue. So let's work out an ad average payment. 1m views might get you $1500. It's completely dependent on the content you do, kids content pays higher hence the attraction to speak and act like a fool instead of creating more creative content. Longer videos pay more and if you don't watch past the first 30 seconds of the video it's not counted. Etc. There are lots of weird loopholes but let's just use that as a base rate for argument's sake. If someone is getting 7m views a month, they're making 10500 a month. So subtract the 30% - 10500-3150=7350. So seven grand a month is a lot of money to a kid who is working retail but it's hardly a private jet lifestyle. That's 88200 a year, after tax 66,219. So work that out via a 12 month basis... That's 5518 which in GBP is what... 4100? So the reality is it's not making these people rich and it's very foolish to think so. The other money comes into the endorsement deals, so if a manager would get someone to do an online campaign with a brand where they are endorsing a product, they might get what... Let's say Nikki for Best Fiends. That's 10 or 20k which after a manager deducts that 6k on that percentage, after-tax ends up with 11k. Which to give a comparison is not that hard to negotiate yourself if you have the work to justify being paid the same as a mainstream talent. Starting to make sense? This is why clients like Interscope, Lionsgate are willing to invest more money for me with my social reach than they would be into an influencer who went viral, because I have the experience and the crossover potential in those areas. Ya see? Teehee.
So it's all a little misconstrued and if you look at how much the PR campaigns cost to actually put these stories out there which again are expensive and are there to build mainstream appeal, or to look at the fact that these posts are actually self-created. A YouTuber might be paid five grand to showcase a lookbook but what these people are doing is flipping it as if it's a photoshoot with a full production and team, so it looks like it's a legitimate advert. The brand isn't spending any more money and it works as a puff piece... So a manager for me would be someone who can guide me through my business deals, put me in the right position to showcase my talents in other areas than makeup, and then with that profile look to get a three million dollar endorsement deal with H&M. I wouldn't be a tool in a celebrity promotional campaign. So that is the difference.
Now one example of a great social media crossover is Troye Sivan, who has a genius manager in Australia who's been working with him since doing Youtube. I believe he's with the same company as the US influencers but instead of management, they actually work as an agency to book more work. So that should show you how people are treated differently. He's literally with the same company but he's not being used to promote other peoples work, he's got the platform but he's got the crossover viability and has done it. If he's no wit APA he's with CAA but the point is the same. Troye is considered mainstream talent.
In the UK, we have several influencers who have built a following and moved over to mainstream arenas like the Bake Off, Good Morning Britain, This Morning etc. They are more than likely with Gleam, who are very commercialized and great at creating the justification for the influencer to be promoted. Aka a magazine in house to put people on the cover, aka setting up a network for their influencers to host, etc. That's great for the start but I need someone to actually take me to the Grammys. Take me to the Oscars. I don't think that there has been an LGBT example of this yet. So that is what I'm working on.
I am so grateful and happy that everything has come together so amazingly and I am truly blessed to have the right people around me to get things together. The Baron is literally my favourite person in the world and I still can't believe I have someone in my life who has shown me such unconditional kindness and yet is this mega illuminati boss at the same time. Like where the fuck did he come from? And the most insane irony of it all is that I said in all those old dating videos where I felt like an 'alien' that I'd never meet someone but I kept having a dream about this goddamn house that I kept visiting. And the heifer has the goddamn house and it's a five-minute walk from the one bedroom flat I grew up in. Like the fuck? It's a listed building with an inside pool which is now renamed as the official mermaid cave. Just insane lmao. So my life is in some sort of weird revelation at the moment and I'm blessed to have great assistants, I've been able to do my main ambition of helping my family and now it's time for me.
So AgitProp is almost done. I have my perfumer friend coming on my channel on the 6th the fabulous mr Aaron Cody, so we will be discussing fragrance and JH fragrance. The brush line is done, investors are in discussion and everything I wanted to do is created! I am working with Pure Potions on some amazing cosmetic ideas right now, more JH out there in the world. And if all goes well I'll have my surgery completed for January when I have some time off. I just started working again with Illamasqua, I have several commercial campaigns coming out and a few events. I'm off to work with Everybody's Thinking About Jamie and got lots up my sleeeeeeve. Harmonious things. Teeheee!