""Our investment paid off, because two months later, COVID hit and TikTok booms. This is where it really all began in terms of the TikTok creator economy.""
""Labels realized whatever sound we danced to would go number one on Billboard. Then we translated that to CPG because it was COVID, you couldn't get people in stores.""
""We were kids, some of us were like 16 years old, getting handed $300,000 each.""
Griffin Johnson, once a nursing student, became co-founder of Animal Capital through TikTok connections. He gained a following by sharing experiences of student life, leading to the creation of Sway House in 2020. This content house thrived during the COVID-19 pandemic, capitalizing on TikTok's popularity. Sway House members signed significant deals with major music labels and brands, demonstrating their influence in the creator economy. Their success included a $1.5 million deal with Reebok, showcasing their ability to convert views into sales.
Read at Digiday
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