Latest / Open Tabs / 🎧 Daisy Chain Fields Festival, RushTok, and the business of belonging

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🎧 Daisy Chain Fields Festival, RushTok, and the business of belonging · Open Tabs

• 0:03
  SPEAKER_02: Hi, guys.
• 0:04
  SPEAKER_02: Welcome to OpenTabs,
• 0:05
  SPEAKER_02: our twice-weekly Substack Live,
• 0:08
  SPEAKER_02: where we chat through the things taking up space in our tabs,
• 0:12
  SPEAKER_02: our feeds, and our brains.
• 0:13
  SPEAKER_02: Hi, Melissa.
• 0:14
  SPEAKER_02: Hi, Megan.
• 0:16
  SPEAKER_02: Hello.
• 0:17
  SPEAKER_02: Happy Tuesday.
• 0:20
  SPEAKER_02: And we're just going to jump straight into it.
• 0:23
  SPEAKER_02: So the thing that has been taking over my feeds coming out of
• 0:28
  SPEAKER_02: the weekend has been Olivia Rodrigo's Daisy Kingfield Festival.
• 0:34
  SPEAKER_02: I got like, I still have severe FOMO.
• 0:37
  SPEAKER_02: I wish I was there so bad.
• 0:39
  SPEAKER_02: And Megan, I know, I imagine you do too because I know you tried to get tickets.
• 0:44
  SPEAKER_00: I will say it was so hot this weekend here in LA that part of me was like,
• 0:50
  SPEAKER_00: If I was 10 years younger, I would have had extreme FOMO.
• 0:53
  SPEAKER_00: But being in my 30s,
• 0:55
  SPEAKER_00: I was like,
• 0:56
  SPEAKER_00: thank God I didn't have tickets because I would have had to go to this
• 0:58
  SPEAKER_00: and I would have just been like, I would have needed a portable fan.
• 1:01
  SPEAKER_00: I would have needed electrolytes.
• 1:04
  SPEAKER_00: But it looked so fun and so great.
• 1:07
  SPEAKER_00: And the press coming out of it has been such a joy to read.
• 1:10
  SPEAKER_02: Yeah, and if you're not familiar,
• 1:13
  SPEAKER_02: Olivia Rodrigo, this was her inaugural Daisy Chainfields Festival.
• 1:18
  SPEAKER_02: And taking inspo from Lilith Fair, it had an all-female lineup, and it completely sold out.
• 1:28
  SPEAKER_02: A lot of people were in the queue and didn't make it.
• 1:35
  SPEAKER_02: But it was 45,000 people, which is insane.
• 1:40
  SPEAKER_02: And it had artists like Dochi,
• 1:42
  SPEAKER_02: Chaparron, Bikini Kilt, obviously Olivia Rodrigo, and then Stevie Nicks came out.
• 1:49
  SPEAKER_02: It was pretty epic.
• 1:51
  SPEAKER_02: It was also a huge philanthropy moment.
• 1:57
  SPEAKER_02: Olivia, through Daisy Chain,
• 1:59
  SPEAKER_02: raised $10 million for a bunch of women-centric nonprofits,
• 2:05
  SPEAKER_02: and then Melinda Gates matched it.
• 2:07
  SPEAKER_02: So $20 million was raised for charity, which was amazing.
• 2:12
  SPEAKER_01: And they announced
• 2:13
  SPEAKER_02: it live on stage, and it seemed really incredible.
• 2:19
  SPEAKER_02: And, yeah,
• 2:20
  SPEAKER_02: it was really cool to see her turn, like,
• 2:24
  SPEAKER_02: her album rollout into, like, a real, like,
• 2:29
  SPEAKER_02: to build on that momentum and then create a real festival and then turn it into,
• 2:34
  SPEAKER_02: like, a huge philanthropic moment.
• 2:38
  SPEAKER_02: Was very, very cool.
• 2:40
  SPEAKER_02: And...
• 2:42
  SPEAKER_02: Yeah, it was the big news was like it was very hot,
• 2:45
  SPEAKER_02: but it seemed like everyone had a lot of fun.
• 2:49
  SPEAKER_02: And I was also looking at like the brand activations looked very fun as well.
• 2:57
  SPEAKER_02: So I'll do like a quick recap,
• 2:59
  SPEAKER_02: but it seems like very like crafty,
• 3:03
  SPEAKER_02: like all the activations I saw it was like beating or pins.
• 3:10
  SPEAKER_02: Which isn't surprising because she partnered with Etsy to be the merch.
• 3:15
  SPEAKER_02: So she collaborated and designed the official merch with 10 female Etsy shops,
• 3:22
  SPEAKER_02: which is super cool.
• 3:23
  SPEAKER_02: And Etsy had their first festival activation there.
• 3:27
  SPEAKER_02: But beyond just Etsy, it seems like everyone was crafting beads.
• 3:33
  SPEAKER_02: It seems like very...
• 3:36
  SPEAKER_02: I don't know, like girls getting together in a field.
• 3:41
  SPEAKER_00: Yeah, I especially like the Lego collaboration that they did.
• 3:44
  SPEAKER_00: So what they did is they had a station where,
• 3:47
  SPEAKER_00: and I'm sure you guys remember doing this in elementary school where everybody gets
• 3:50
  SPEAKER_00: a tile and you decorate your tile and they put it on a wall and
• 3:53
  SPEAKER_00: then you get your whole class.
• 3:55
  SPEAKER_00: So they were doing something very similar with Lego where they,
• 3:58
  SPEAKER_00: so she has a collaboration with Lego where they did her album,
• 4:01
  SPEAKER_00: but in Legos and she was actually here in LA.
• 4:04
  SPEAKER_00: And yeah, cause she has her Lego.
• 4:07
  SPEAKER_02: I hadn't seen that, that's so cool.
• 4:09
  SPEAKER_00: Yeah, because she has her Lego line right now of different Olivia Rodrigo-themed Lego sets.
• 4:14
  SPEAKER_00: And so they had an activation where they gave you a little tile,
• 4:19
  SPEAKER_00: you filled in the Legos, and then you put it up on the wall.
• 4:22
  SPEAKER_00: So then it was creating a mosaic of everybody's Legos all together.
• 4:25
  SPEAKER_00: And I remember you guys asked me a few years back,
• 4:28
  SPEAKER_00: Who are the brands that are doing really well on YouTube?
• 4:31
  SPEAKER_00: And Lego was one that I identified as doing really well on creating YouTube content.
• 4:36
  SPEAKER_00: And so it's just interesting.
• 4:37
  SPEAKER_00: Something I'm very passionate about drilling into brands is that it takes many years
• 4:42
  SPEAKER_00: to have overnight cultural success.
• 4:45
  SPEAKER_00: And Lego has been in the trenches of youth culture for a minute now.
• 4:49
  SPEAKER_00: So they were able to pull the trigger and do something really cool
• 4:51
  SPEAKER_00: with Daisy Chainfields because they've been in the space for a while.
• 4:55
  SPEAKER_00: It wasn't their first foray.
• 4:56
  SPEAKER_00: So I think that's something important to note.
• 5:00
  SPEAKER_01: Oh, my God.
• 5:00
  SPEAKER_01: I mean, Lego,
• 5:01
  SPEAKER_01: it's like just walking down the aisle in Target,
• 5:05
  SPEAKER_01: looking at, like, who they work with.
• 5:08
  SPEAKER_01: Like, I just think that their team is so thoughtful.
• 5:15
  SPEAKER_01: And, like, even, like, the Lego movies, they're funny.
• 5:18
  SPEAKER_01: Like, they're really,
• 5:19
  SPEAKER_01: like, well done when it's just, like, you know, again, they're just, like, blocks.
• 5:25
  SPEAKER_01: And oftentimes, I mean,
• 5:26
  SPEAKER_01: my biggest gripe with Lego is just, like,
• 5:28
  SPEAKER_01: You build it once and it just sits there or it falls apart and
• 5:31
  SPEAKER_01: then you can't do it again.
• 5:32
  SPEAKER_01: I mean, even their app, like, I haven't used this, but I think I've mentioned it on here.
• 5:37
  SPEAKER_01: Like, you can literally, like,
• 5:39
  SPEAKER_01: allegedly you can, like,
• 5:40
  SPEAKER_01: take a picture of a bunch of Legos,
• 5:42
  SPEAKER_01: like, random ones, and it'll, like, give you a project to, like, make.
• 5:46
  SPEAKER_02: Wait, really?
• 5:47
  SPEAKER_01: That's so cool.
• 5:49
  SPEAKER_01: I don't want to, like,
• 5:49
  SPEAKER_01: I cannot speak firsthand for it,
• 5:51
  SPEAKER_01: but, like, a number of people have mentioned that it's pretty cool.
• 5:53
  SPEAKER_01: Yeah, I mean,
• 5:56
  SPEAKER_01: even just stepping back for a second, though, like, so,
• 5:59
  SPEAKER_01: Emma was going through the topics for this today and I was like,
• 6:01
  SPEAKER_01: I don't have anything to add,
• 6:02
  SPEAKER_01: but I will like happily like weigh in and just sort of listen to you and Megan.
• 6:08
  SPEAKER_01: And I just think like Olivia Rodrigo to me, it's so funny.
• 6:11
  SPEAKER_01: She's so not on my radar.
• 6:12
  SPEAKER_01: Like I don't even know if I could, I'm sure there's a song that I know.
• 6:15
  SPEAKER_01: I just don't know.
• 6:17
  SPEAKER_01: And I know what I think is just so wild.
• 6:18
  SPEAKER_01: She's just so popular.
• 6:20
  SPEAKER_01: I mean, I know that.
• 6:24
  SPEAKER_01: And I just love to hear like how They've crafted all this.
• 6:29
  SPEAKER_01: Even the name, Daisy Chain Festival, it totally evokes girlhood.
• 6:36
  SPEAKER_01: It evokes femininity.
• 6:40
  SPEAKER_01: It evokes using your hands to make something.
• 6:46
  SPEAKER_01: It evokes togetherness.
• 6:47
  SPEAKER_01: It's just so...
• 6:51
  SPEAKER_00: Olivia has said in many interviews leading up to this that she chose
• 6:54
  SPEAKER_00: the name Daisy Chain because she wants the message to be
• 6:56
  SPEAKER_00: that we're stronger together.
• 6:58
  SPEAKER_00: So it's like creating a chain versus an individual.
• 7:01
  SPEAKER_00: So you're totally hitting on exactly what she's trying
• 7:04
  SPEAKER_01: to evoke.
• 7:05
  SPEAKER_01: And then to hear that Stevie Nicks is there and there was inspiration from
• 7:10
  SPEAKER_01: the Lilith Fair, it does feel like sort of a new age version of that.
• 7:15
  SPEAKER_01: Like skip millennial.
• 7:16
  SPEAKER_01: It goes from like Gen X to...
• 7:19
  SPEAKER_02: Yeah, and she also had Sarah McLachlan there who did Lilith Fair.
• 7:23
  SPEAKER_01: She was the creator, yeah.
• 7:26
  SPEAKER_01: I also think that, like,
• 7:30
  SPEAKER_01: it does feel like,
• 7:31
  SPEAKER_01: and again,
• 7:31
  SPEAKER_01: this is me just listening to you guys, I have not even seen much content on that.
• 7:35
  SPEAKER_01: Like, I knew it was happening, but, like,
• 7:37
  SPEAKER_01: not much content or, like,
• 7:38
  SPEAKER_01: whatever, but, like,
• 7:40
  SPEAKER_01: this idea of, like,
• 7:41
  SPEAKER_01: rock legends being there I think is really thoughtful, like, Was Miley Cyrus there?
• 7:49
  SPEAKER_01: I don't think so.
• 7:52
  SPEAKER_01: I feel like it's really hearkening to Gen X rock stars that are living in a gen X,
• 8:01
  SPEAKER_01: paying tribute to them in that way.
• 8:02
  SPEAKER_01: And then also this whole Etsy crafting thing.
• 8:06
  SPEAKER_01: I mean, how much should we talk about that on this podcast?
• 8:10
  SPEAKER_01: We talk about gathering together, whatnot.
• 8:13
  SPEAKER_01: I mean, this is kind of reminding me a little bit in a different way.
• 8:16
  SPEAKER_01: It's just like, It's almost like festival evolution too.
• 8:20
  SPEAKER_01: Like we talked about Bloodfest, right?
• 8:22
  SPEAKER_01: Like the Youngblood festival.
• 8:24
  SPEAKER_01: I don't think so.
• 8:26
  SPEAKER_01: I think that that's like, there's just like thoughtful things that I think are happening
• 8:31
  SPEAKER_01: in these like festival experiences.
• 8:32
  SPEAKER_01: And like one of the things that was really notable about,
• 8:36
  SPEAKER_01: you know, Youngblood is like, he again, hearkening to Ozzy Osbourne.
• 8:44
  SPEAKER_01: And he performed Ozzy's song, I think, at the Grammys.
• 8:50
  SPEAKER_01: He was sort of given that honor by the family.
• 8:55
  SPEAKER_01: The Osbourne family really loves him.
• 8:57
  SPEAKER_01: And then he has this huge fandom.
• 9:01
  SPEAKER_01: His on-and-off girlfriend is part of the family that made Chrome Hearts.
• 9:06
  SPEAKER_01: So that's part of the aesthetic.
• 9:08
  SPEAKER_01: Anyway, there was a whole thing about Bloodfest and how...
• 9:12
  SPEAKER_01: There's like a space you can go to if you don't have any friends.
• 9:14
  SPEAKER_01: Like if you came alone, you can find a friend there.
• 9:17
  SPEAKER_01: It's like a find a friend spot, like a buddy bench, but at a festival.
• 9:22
  SPEAKER_01: And I was like, oh, this is like such a Gen Z thing.
• 9:28
  SPEAKER_01: Like festival evolution and this idea of crafting there.
• 9:31
  SPEAKER_01: I mean, it makes so much sense.
• 9:34
  SPEAKER_01: It's just so funny though.
• 9:34
  SPEAKER_01: Like the first thing I wouldn't think of like going to Yeah, no, I agree.
• 10:01
  SPEAKER_02: In addition to people talking about how hot it was and how thankful they were for
• 10:07
  SPEAKER_02: the hydration stations that were everywhere,
• 10:09
  SPEAKER_02: is that it was very multi-generational in that I saw a lot of dads
• 10:15
  SPEAKER_02: who brought their daughters and moms who came with their daughters
• 10:20
  SPEAKER_02: or just older women who wanted to see Sarah McLachlan and Bikini Kill
• 10:26
  SPEAKER_02: and these Gen X icons.
• 10:31
  SPEAKER_02: So I'm really excited.
• 10:33
  SPEAKER_02: Has she...
• 10:33
  SPEAKER_02: I don't know if she said if she's going to do it again.
• 10:36
  SPEAKER_02: Yes.
• 10:37
  SPEAKER_02: She has?
• 10:38
  SPEAKER_02: Okay.
• 10:38
  SPEAKER_02: I'm very excited to see how, like,
• 10:40
  SPEAKER_02: this evolves and if it becomes, like, a competitor to, like, a Coachella, which...
• 10:49
  SPEAKER_02: I know people feel like has gotten very like corporatized and like not a fun way
• 10:55
  SPEAKER_01: per se.
• 10:57
  SPEAKER_01: Like very bland.
• 10:59
  SPEAKER_01: Coachella is taking notes right now.
• 11:01
  SPEAKER_01: They're like setting up craft stations in like you have like a hundred percent.
• 11:08
  SPEAKER_01: Also, I just want to say to Megan,
• 11:10
  SPEAKER_01: I don't know if you have any more to say on this note,
• 11:13
  SPEAKER_01: but Emma's point of like this multi-generational convergence.
• 11:19
  SPEAKER_01: I feel like that's happening with Mahjong and like the Mahjong movement
• 11:23
  SPEAKER_01: where this game is like really bringing together multi-generations.
• 11:29
  SPEAKER_01: And it just feels like fresh and new, which is like shouldn't, but it does.
• 11:34
  SPEAKER_01: And I don't know if that's like, is that something in the ether?
• 11:37
  SPEAKER_01: What is going on, you know?
• 11:40
  SPEAKER_00: I do think that multigenerational appeal is important to monocultural success
• 11:45
  SPEAKER_00: in such a fragmented landscape because you need to have mass appeal
• 11:51
  SPEAKER_00: and you don't want things that people don't want to do with everyone.
• 11:55
  SPEAKER_00: Even with the rise in people saying they don't want sex scenes in movies,
• 11:59
  SPEAKER_00: I think part of that is because it's uncomfortable.
• 12:02
  SPEAKER_00: If you're watching with someone much older,
• 12:04
  SPEAKER_00: much younger than you, it's uncomfortable to be watching a sex scene with them.
• 12:07
  SPEAKER_00: So I think those types of movies don't I think right now we're in a period
• 12:12
  SPEAKER_00: of remembering things.
• 12:24
  SPEAKER_00: The core human truths post-COVID of what people like and people like to gather,
• 12:29
  SPEAKER_00: people like hobbies.
• 12:31
  SPEAKER_00: So I think this is just one of the other things that we're remembering post-COVID
• 12:34
  SPEAKER_00: that is important to my cultural breakthrough.
• 12:37
  SPEAKER_01: I love that.
• 12:38
  SPEAKER_01: And Emma, we have got to isolate Megan's like statement quote at the top of that.
• 12:42
  SPEAKER_01: But I was just going to say too,
• 12:43
  SPEAKER_01: my favorite topic, Savannah Bananas, I feel like that's their whole thing too.
• 12:48
  SPEAKER_01: They're like completely bringing together.
• 12:50
  SPEAKER_01: It's like remembering the love of baseball, like the fun of it.
• 12:55
  SPEAKER_01: And then it's also like the convergence of like, you know, we talked about Kristen Bell.
• 13:00
  SPEAKER_01: And I think I wanted to, I like wanted to just also bring this up too.
• 13:04
  SPEAKER_01: It was so funny.
• 13:05
  SPEAKER_01: I think it was Emma who mentioned that, is this going to become the next PR star, right?
• 13:10
  SPEAKER_01: Urban was just doing it with Savannah Bananas.
• 13:14
  SPEAKER_01: And it's like so funny because it's like, again, it's bringing together fandoms.
• 13:20
  SPEAKER_01: And I mean,
• 13:21
  SPEAKER_01: like once you let your brain settle on it,
• 13:23
  SPEAKER_01: like, The limit does not exist with what they could do.
• 13:27
  SPEAKER_01: They can do anything.
• 13:28
  SPEAKER_01: You know what I mean?
• 13:31
  SPEAKER_00: I think another thing, too,
• 13:33
  SPEAKER_00: is that in the entertainment industry,
• 13:35
  SPEAKER_00: they talk about the four quadrants,
• 13:36
  SPEAKER_00: male, female, old, and young, essentially, is what they break down to.
• 13:40
  SPEAKER_00: And I think for a long time, the culture catered to older men.
• 13:45
  SPEAKER_00: And we've seen a huge shift in recent years of catering to younger women.
• 13:49
  SPEAKER_00: But the other corners of the quadrant aren't as game to just be like,
• 13:54
  SPEAKER_00: yeah, we're going to jump all in on what younger women like.
• 13:57
  SPEAKER_00: So I think we see a little more resistance to something that is geared
• 14:01
  SPEAKER_00: towards women having four quadrant potential.
• 14:03
  SPEAKER_00: But then something like Daisy Chainfield's being so popular proves that, yes, it can happen.
• 14:10
  SPEAKER_02: It'll be very exciting to see how it evolves in the years to come.
• 14:16
  SPEAKER_02: Okay.
• 14:16
  SPEAKER_02: Second topic.
• 14:21
  SPEAKER_02: It's all about how brands,
• 14:23
  SPEAKER_02: I feel like this is the first year brands have really invested in hashtag Rush Talk.
• 14:30
  SPEAKER_02: So if you're not on Rush Talk,
• 14:33
  SPEAKER_02: it's about really like Southern sorority recruitment, which is happening right now.
• 14:40
  SPEAKER_02: And it's really interesting.
• 14:41
  SPEAKER_02: You have two things happening simultaneously.
• 14:43
  SPEAKER_02: You have the sorority accounts themselves Blasting social media,
• 14:49
  SPEAKER_02: selling themselves to potential recruits and trying to like make themselves look
• 14:54
  SPEAKER_02: as fun and like aspirational as possible.
• 14:56
  SPEAKER_02: And then you also always have like the chosen recruits who decide to document
• 15:04
  SPEAKER_02: and vlog their journeys and you follow them through each day of sorority recruitment
• 15:09
  SPEAKER_02: to the last day where they pick their house.
• 15:13
  SPEAKER_02: And then ultimately like you follow them,
• 15:16
  SPEAKER_02: I guess, on their sorority journey, however that ends up.
• 15:19
  SPEAKER_02: And this year we've seen brands really activating around this.
• 15:24
  SPEAKER_02: So like I feel like it really popped off, I want to say like three years ago.
• 15:28
  SPEAKER_02: So with us following like individuals like Kylan Darnell,
• 15:33
  SPEAKER_02: who is like rode her Rush Talk fame and still is.
• 15:38
  SPEAKER_02: But this is the first year like brands are starting to send these houses PR.
• 15:42
  SPEAKER_02: So like they'll have an entire day of sorority recruitment that's like sponsored by Poppy.
• 15:49
  SPEAKER_02: And they're like giving product out to recruits.
• 15:53
  SPEAKER_02: And we have like Altered State,
• 15:55
  SPEAKER_02: which is like a very like It's a Christian-adjacent clothing brand.
• 16:00
  SPEAKER_02: It's very big in the South.
• 16:02
  SPEAKER_02: They're gifting clothing to these girls.
• 16:06
  SPEAKER_02: Nike is gifting clothing to these girls.
• 16:09
  SPEAKER_02: And it's also, you bring up Nike, they do, the sororities are like doing a lot of dances.
• 16:15
  SPEAKER_02: So there is like an athletic aspect to this.
• 16:20
  SPEAKER_02: And we have a Q&A on that coming up, so stay tuned for that.
• 16:25
  SPEAKER_02: But I think it's so interesting.
• 16:27
  SPEAKER_02: I went through sorority recruitment 10 years ago in the South.
• 16:33
  SPEAKER_02: And brands were a big part of it back then in like, what brands were you wearing?
• 16:38
  SPEAKER_02: And everyone was wearing the same brands.
• 16:40
  SPEAKER_02: But it's interesting to like So it's always been there.
• 16:44
  SPEAKER_02: Social media was like not a part of it at all.
• 16:47
  SPEAKER_02: They did not want you posting about your experience at all.
• 16:50
  SPEAKER_02: It was all very like hush-hush secret.
• 16:53
  SPEAKER_02: But you did have to send all your social media profiles to them and your applications.
• 16:57
  SPEAKER_02: So like it played a role, but like they didn't want you posting about it until you got in.
• 17:03
  SPEAKER_02: And it's so interesting.
• 17:05
  SPEAKER_02: Did you join one?
• 17:06
  SPEAKER_01: Did you join
• 17:07
  SPEAKER_02: or no?
• 17:07
  SPEAKER_02: No, it was a little...
• 17:09
  SPEAKER_00: I was going to say, I didn't know you were in a sorority.
• 17:12
  SPEAKER_00: I was like, another Lord drop from Emma.
• 17:15
  SPEAKER_01: University of Kentucky.
• 17:16
  SPEAKER_02: Yeah, it was too intense.
• 17:20
  SPEAKER_02: I was like, oh, I don't want it this much.
• 17:23
  SPEAKER_00: I had a similar experience.
• 17:24
  SPEAKER_00: I watched the show Greek and I was like, that's going to be me.
• 17:27
  SPEAKER_00: I'm going to do that.
• 17:28
  SPEAKER_00: And then I went to USC and after seeing how intense it was,
• 17:31
  SPEAKER_00: I was like, yeah, no, that's not for me.
• 17:36
  SPEAKER_01: Yeah, it was like, I'm so jealous.
• 17:39
  SPEAKER_01: I didn't get any of this experience,
• 17:41
  SPEAKER_01: but I did stay at the Theta house at USC when I was a senior with one
• 17:45
  SPEAKER_01: of my best friends who was a Theta.
• 17:46
  SPEAKER_01: And I was like, I really chose the wrong college.
• 17:52
  SPEAKER_00: It was gorgeous.
• 17:54
  SPEAKER_00: You gotta send Lucy.
• 17:56
  SPEAKER_00: She would love.
• 17:58
  SPEAKER_00: She would love.
• 17:59
  SPEAKER_00: I know.
• 17:59
  SPEAKER_00: It's like all of the type A perfectionist kids who also still cared about being cool.
• 18:04
  SPEAKER_00: You know?
• 18:05
  SPEAKER_00: It's like a good mix.
• 18:07
  SPEAKER_01: I think so.
• 18:07
  SPEAKER_01: I mean, yeah.
• 18:10
  SPEAKER_01: Well, it's so, yeah, Emma,
• 18:11
  SPEAKER_01: by the way,
• 18:12
  SPEAKER_01: this is also making me think, well,
• 18:14
  SPEAKER_01: I'm thinking out loud and I want to get back to it,
• 18:17
  SPEAKER_01: but for our next ones to watch or like one that's coming up,
• 18:22
  SPEAKER_01: I think we should do ones on kid athlete accounts and like pick,
• 18:29
  SPEAKER_01: because I just feel like even when I hear this,
• 18:32
  SPEAKER_01: I'm like,
• 18:33
  SPEAKER_01: oh my God,
• 18:33
  SPEAKER_01: like how many of these kids are starting
• 18:35
  SPEAKER_01: and like maybe even starting their accounts now and like in prep to literally like,
• 18:41
  SPEAKER_01: There's going to be a whole wave,
• 18:43
  SPEAKER_01: which already is happening,
• 18:45
  SPEAKER_01: but a bigger wave of millennials' kids that have established businesses
• 18:51
  SPEAKER_01: and social media accounts heading into these environments.
• 18:55
  SPEAKER_01: Yeah, it's already happening.
• 18:57
  SPEAKER_01: There are literally sorority rush consultants
• 19:00
  SPEAKER_02: now that parents hire to try
• 19:02
  SPEAKER_02: to prepare their daughters to be as marketable
• 19:07
  SPEAKER_01: as possible.
• 19:08
  SPEAKER_02: Yeah.
• 19:08
  SPEAKER_01: To these sororities.
• 19:09
  SPEAKER_01: I actually just started reading a book.
• 19:12
  SPEAKER_01: I needed a palate cleanser book because I tried this other one that just wasn't taking off.
• 19:16
  SPEAKER_01: So I was like, okay, I'm going to go to an Ellen Hildebrand.
• 19:20
  SPEAKER_01: I'm saying her name wrong.
• 19:21
  SPEAKER_01: Ellen Hildebrand.
• 19:23
  SPEAKER_01: Yeah.
• 19:25
  SPEAKER_01: Anyway, and it was a 21-day loan from the library, so it's like the new one called The Academy.
• 19:30
  SPEAKER_01: Have you guys heard of this one?
• 19:31
  SPEAKER_01: Mm-mm.
• 19:35
  SPEAKER_01: I won't give her anything away.
• 19:36
  SPEAKER_01: I'm only like 50 pages in.
• 19:37
  SPEAKER_01: But the plot is that it's at an elite Northeast boarding school.
• 19:43
  SPEAKER_01: And one of the characters is an influencer.
• 19:48
  SPEAKER_01: And so it's just interesting to like see the dynamic of like,
• 19:52
  SPEAKER_01: because it starts from the perspective of like the woman who is like the...
• 19:56
  SPEAKER_01: She's like the dean of the school and she's newer and she's had like a big part
• 20:01
  SPEAKER_01: in changing the perception of the school's rankings because it's all about
• 20:03
  SPEAKER_01: the rankings.
• 20:04
  SPEAKER_01: Like you have to figure out like where the school ranks.
• 20:07
  SPEAKER_01: And then also getting really wealthy like kids to attend so that the money goes into the school.
• 20:14
  SPEAKER_01: And then there's this like influencer and they're like,
• 20:16
  SPEAKER_01: yeah, she has like 30 corporate sponsors.
• 20:19
  SPEAKER_01: Like we have to keep her happy.
• 20:20
  SPEAKER_01: It's just like so crazy to like think about it.
• 20:24
  SPEAKER_01: Anyway, back to the topic.
• 20:26
  SPEAKER_01: Okay.
• 20:26
  SPEAKER_02: No, I mean,
• 20:27
  SPEAKER_02: I think stuff like that,
• 20:29
  SPEAKER_02: I think they're going to,
• 20:31
  SPEAKER_02: they want girls who have large social followings who can then market
• 20:35
  SPEAKER_02: the sorority throughout the year and then for recruitment last year
• 20:38
  SPEAKER_02: who have pre-existing connections with brands.
• 20:41
  SPEAKER_02: Because I mean,
• 20:42
  SPEAKER_02: it's like Cloud, quote,
• 20:44
  SPEAKER_02: Khloe Kardashian's snack brand, is seeding products with sororities this year.
• 20:51
  SPEAKER_02: They're sending sororities products that haven't released yet
• 20:55
  SPEAKER_02: to like see how they react and like,
• 20:58
  SPEAKER_02: And then have before they're even announcing them on their own channels.
• 21:02
  SPEAKER_02: It's really, really interesting.
• 21:05
  SPEAKER_02: So like brands are using them as like basically like focus groups
• 21:09
  SPEAKER_02: on what like young women online are looking for.
• 21:13
  SPEAKER_02: It gets so interesting.
• 21:16
  SPEAKER_02: And there's also been an increase in like influencers being invited who are
• 21:21
  SPEAKER_02: of no ties to the sororities being invited to participate in Rush.
• 21:29
  SPEAKER_02: I think it was at University of Arizona.
• 21:32
  SPEAKER_02: They invited some of this year's Love Island contestants.
• 21:36
  SPEAKER_02: And it was like, you can meet Kada at KD's sisterhood day.
• 21:43
  SPEAKER_02: It's like, was Kada in the sorority?
• 21:45
  SPEAKER_02: No.
• 21:47
  SPEAKER_02: Was Kada in the sorority?
• 21:48
  SPEAKER_02: No.
• 21:49
  SPEAKER_02: But she's really popular on Instagram right now.
• 21:51
  SPEAKER_02: People are talking about her.
• 21:53
  SPEAKER_02: And she's like a friend of the sorority.
• 21:56
  SPEAKER_02: And you can come meet her at our house.
• 21:59
  SPEAKER_02: And she's also drinking a poppy and you should too.
• 22:04
  SPEAKER_00: I feel like this is very classic advertising.
• 22:08
  SPEAKER_00: This was happening at my school too when I was, I mean, I didn't go to school that long ago.
• 22:12
  SPEAKER_00: So social media was a thing, but not quite to this level.
• 22:15
  SPEAKER_00: But that was still a thing happening at sororities where you would have like,
• 22:19
  SPEAKER_00: Bumble's coming and they're going house to house and trying to get the girls there
• 22:22
  SPEAKER_00: to download Bumble because it is a testing ground
• 22:26
  SPEAKER_00: that people have always used college students as,
• 22:29
  SPEAKER_00: you know, this is a core way into the youth vein.
• 22:32
  SPEAKER_00: They're all concentrated in this part right here of town.
• 22:36
  SPEAKER_00: I think that what we're seeing is the formalization of this relationship thanks
• 22:39
  SPEAKER_00: to social media and the algorithm.
• 22:41
  SPEAKER_00: And I also have been thinking about it in terms of The professional opportunities
• 22:45
  SPEAKER_00: and what's happening here of like these are marketers at the end of the day
• 22:50
  SPEAKER_00: who are seeing the potential in the sorority recruitment space largely
• 22:54
  SPEAKER_00: because they were probably there themselves on the other end.
• 22:57
  SPEAKER_00: And so they see that there's potential in these young women to be marketers for them.
• 23:02
  SPEAKER_00: And so they're probably going back to their alma maters and being like,
• 23:05
  SPEAKER_00: let's sponsor you guys and let's do something together.
• 23:07
  SPEAKER_00: And so, so much of the sorority cultural profile is tied to Deco, mtdeco.
• 23:36
  SPEAKER_02: Yeah, I know while I didn't end up going all the way with sorority recruitment,
• 23:43
  SPEAKER_02: I made a lot of friends in the process.
• 23:46
  SPEAKER_02: And remember like back then TikTok didn't exist.
• 23:49
  SPEAKER_02: I think Vine had just died.
• 23:52
  SPEAKER_02: It was really just about Instagram.
• 23:54
  SPEAKER_02: And I remember like it was viewed as like a chore to run.
• 23:58
  SPEAKER_02: Like it was like a job none of the girls wanted to run their job.
• 24:02
  SPEAKER_02: Like sorority's Instagram and like they really weren't like doing anything.
• 24:07
  SPEAKER_02: It was like maybe like a like member highlight like once a week or whatever
• 24:13
  SPEAKER_02: and like showing off their philanthropy.
• 24:14
  SPEAKER_02: But now I imagine like it's probably the most coveted Position to run your sororities account.
• 24:23
  SPEAKER_02: And then when you graduate, be like, look at the millions of views.
• 24:27
  SPEAKER_02: And like, I got XXX brand deals.
• 24:31
  SPEAKER_02: And here it is on a silver platter.
• 24:35
  SPEAKER_00: Yeah, a thousand percent.
• 24:37
  SPEAKER_02: Yeah, but yeah, we have a Q&A coming up, so more on the brand side of sorority.
• 24:45
  SPEAKER_02: Yeah, sorority recruitment to come.
• 24:47
  SPEAKER_02: But thank you guys so much.
• 24:50
  SPEAKER_02: Fun chat as always, and we will be back on Thursday.
• 24:54
  SPEAKER_02: Bye, guys.
• 24:55
  SPEAKER_02: Bye, guys.