Poppin’ Off: Content Houses


photo by Caitlyn Hale

Swifties are obsessed with finding “easter eggs” towards Taylor Swift’s new songs and albums. While this can be fun, some fans take it too far.

Imagine waking up in a Los Angeles mansion surrounded by a bunch of people who you barely know. The room is littered with Prada bags, James Charles makeup palettes and ring lights. Someone approaches you and says, “You need to film three promo videos today to go on our TikTok.” This could only be in one place: a content house. 

With the release of Netflix original Hype House on Jan. 7, followers got to see what living inside a content house, like the Hype House, is really like. Most of the members of the house claim that they are in it for the friendships, despite house manager Thomas Petrou saying that the purpose of the house is to make a profit. It’s clear that the house is toxic, as the members publicly criticize each other about failed relationships, social media image and their personalities. When Addison Rae and Bryce Hall split, the house drama hit an all-time high. But the Internet loves the drama, and they know it. They’re working smarter, not harder. You have to give them some credit – they’re fun to watch. 

These groups of influencers never stay together, which adds to the drama – and the cash flow. There’s always one creator who has a problem with everyone else, and the house disbands. When the Hype House drama became “too much” to handle, houses like the Sway House and Not A Content House were born. Both of these ended just as fast as they started, which isn’t surprising. Putting a house and brand in the hands of a 20-year-old whose primary income is social media is a poor decision. Regardless, it’s funny to see these rich influencers freak out about first-world problems, like whether to drive a Rolls-Royce or a G-Wagon. My thoughts and prayers go out to those who have to make such a life-changing decision. 

The Internet feeding into the content house drama fills influencers’ social schedules and pockets. They might make themselves look dumb, but their brand goal is accomplished every time they post a video.