ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

TikTok collab houses are trying to stay afloat during COVID. 

TikTok collab houses are trying to stay afloat during COVID. Pre-pandemic, content creator collectives were a growing trend and new influencer houses like Girls in the Valley, the Drip Crib, and the Kids Next Door began to “put roots down” in LA right before the outbreak. Many of them had already signed leases and planned opening parties, with some putting their launches on hold, and others forging on with caution and health protocols. While many brand deals, sponsored trips, and house collaborations have been cancelled, some have been able to secure partnerships with Postmates and Xbox for sponsored content that emphasizes staying home. (NYTimes)