Creators and Collaboration

11th September 2020

Just last week, McDonald's announced a collaboration with Travis Scott. The disparity between the fast-food chain and the Billboard-topping rapper couldn't be starker. Nevertheless, stranger things have happened — this decade has been defined by unusual collaborations, from Virgil Abloh and Evian to 23-time Grand Slam singles champion Serena Williams' partnership with Tempur-Pedic beds.

Influencers are no exception to the phenomenon of collaboration. In December 2019, a collective called 'The Hype House' was formed, composed of Tik Tok's most talked-about stars. Nineteen individuals, armed with ring lights and tripods swiftly moved into the mansion, which quickly became the new stomping ground for the content creators. There, the group could congregate to shoot viral videos, be it choreographed dances, lip-synching duets, or acting out short sketches. Their efforts paid off, and within a matter of minutes, #hypehouse was already trending. At present, videos under the hashtag #hypehouse has accumulated 4.4 Billion views on TikTok.

A collaborative culture is customary in the world we live in today. To compete in competitive markets, brands have increasingly searched for ways to stand out amongst the masses. If history is anything to go by, it's how a well-aligned partnership can be a surefire way to generate a buzz. Individuals have come together over the years across industries — fashion, tech, art, automobile, you name it — to create unprecedented creations, simultaneously turning even the most unexpected businesses, like fast food chains into content creators.