Latest / Mini Scroll / MINI SCROLL: Phoebe Gates called out by influencer, Austin McBroom addresses Catherine Paiz's book + Nylon's tastemakers club

Transcript

MINI SCROLL: Phoebe Gates called out by influencer, Austin McBroom addresses Catherine Paiz's book + Nylon's tastemakers club · Mini Scroll

• 0:00
  Hi everyone, welcome to Mini Scroll, the daily Internet
• 0:04
  culture podcast bringing you the biggest stories from social
• 0:07
  media, the creator economy and the digital space every Monday
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  through Thursday. I'm your host, Lauren Meisner,
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  the founder of the youth digital media brand Centennial World.
• 0:19
  Welcome back to Mini Scroll, everyone.
• 0:21
  OK, before I get into the stories for today, I have some
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  exciting news to share for you guys.
• 0:25
  The people that care about the business growth, the business
• 0:28
  journey, you guys, I care about this.
• 0:31
  But last week we hit 100,000 podcast listens in a single
• 0:38
  week. That's a major milestone for us.
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  So 100,000 downloads, streams, listens in seven days.
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  That is so massive. And sometimes when I say the
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  numbers of our brand and like even saying that number, it
• 0:53
  feels fake because I still feel like we are literally the
• 0:56
  smallest podcast in the entire world and we are absolutely
• 1:00
  niche. Like that's that's the truth for
• 1:02
  sure. But no, it feels like insane to
• 1:05
  say that those numbers. Like if we consistently got
• 1:08
  that, that would make US1 of the biggest podcasts in Australia,
• 1:10
  which is insane. So I'm really excited because we
• 1:14
  had some sponsors, you know, over the course of that big
• 1:17
  period of growth, we had Blackbird and we had Bumble as
• 1:20
  well. So I'm very happy for our
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  sponsors because the that absolutely popped the fuck off.
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  But yeah, it's so exciting. I can't believe that I'm not
• 1:29
  even kidding. Like just a few years ago we
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  were hitting like 5000 listens a month.
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  Like, you know, and I mean, this is before we filmed things and
• 1:38
  like kind of re strategize our brand to be much more podcast
• 1:41
  first, of course, but still like that is some massive growth.
• 1:45
  And you guys know, if you've been on this journey with us for
• 1:48
  a while, like this brand has been built slowly, like we are
• 1:52
  slow and steady. We never had like an overnight
• 1:55
  success moment. We never had fast success.
• 1:58
  It has been built like brick by brick by brick.
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  Like for real. So to hit that number is so, so
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  insane and I'm so grateful and I'm so excited in this journey.
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  I honestly question if I am building something legitimate at
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  all times. I'm always like, nobody cares
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  about this. Nobody wants this.
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  My ideas are stupid. Like I'm sure that every single
• 2:19
  person that's trying to build something have their own
• 2:21
  business, whatever. Like feels that way all the
• 2:24
  time, especially when you're like in the trenches, which it
• 2:27
  feels like we are in the trenches a lot.
• 2:29
  So I constantly have that in my brain of like, what the fuck am
• 2:34
  I actually doing? So to see a number like that,
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  like a huge milestone like that, it's very cool.
• 2:41
  In seven days, seven days. So please tell your friends
• 2:45
  about our podcast. We have to keep this going.
• 2:48
  We need this momentum to keep going.
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  All right, let's get into the stories for today.
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  So also I'm wearing my emotional support sweater.
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  So I swapped out the Aneen bang for this is like one of Sean's
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  hoodies. And I'm sorry because I play
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  with these drawstrings all the time when I wear a sweater, but
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  it just has to be done. OK?
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  The first way that I have for you guys is that Bill Gates
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  daughter has been called out for asking for free influencer
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  promotion for her new app. Bill Gates youngest daughter
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  Phoebe and her former roommate Sofia Kiani have launched a
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  shopping app called FIA. I think it's FIA.
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  It looks like FIA could be FIA, but I think it's FIA.
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  They've been doing tons of high profile press for this.
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  They had a New York Times feature.
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  They went on Call her daddy. Like big big stuff.
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  So this is directly from The Verge quote.
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  Fiat is designed to help shoppers compare prices on
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  listings of clothing, shoes and accessories.
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  Once you install the app or extension Should I Buy?
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  This button will appear when you land on a product page.
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  Click the button and FIA will scour the web to compare prices
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  to new and used listings of the same and similar items before
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  telling you whether the price is high low or typical.
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  FIA says it uses AI to analyze quote current market trends and
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  compare them against a database of more than 250 million used
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  goods from sites like the real real vesty air, thread up stock
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  X, eBay and poshmark. So yeah, I was reading a little
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  bit about this and it seems that basically the big difference
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  between this app and like a honey or some of the other kind
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  of like shopping price comparison discount apps is that
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  they have a focus on thrifted clothes for this app.
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  So I think the app had some traction.
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  But now a popular luxury brand strategist and stylist, Jared
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  Jenkins, is claiming that Phoebe reached out to him trying to get
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  a free review of the app to post on his platform.
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  So Bill Gates's daughter reaches out to me.
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  I don't know her, but she knows that I'm a luxury deal expert.
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  So she reaches out saying, hey, I have the startup, we're
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  focusing on deals, and I want you to review my product and
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  give a review to your followers for free.
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  Mind you, this is a service that I was charged thousands of
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  dollars for and she didn't even subscribe to my sub stack.
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  That's $5 a month, $30 a year, and they just signed up for the
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  free tier. He also claims the app just like
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  doesn't really work very well, at least when he tried it and he
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  would have suggested to them that they not launch yet.
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  He said he offered to be an advisor after trying the app and
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  realizing kind of how glitchy it seemed.
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  And that's how he responded was like, you know, I could be an
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  advisor. And then he had never heard
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  back. I actually can't believe that we
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  are still in the era of people trying to get free shit.
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  Contra deals, I feel are a little bit different.
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  But this is an app that in theory is like available to
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  everyone. You know, I think they were
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  offering him like a early access.
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  But regardless, like it's going to be free, it's going to be
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  available to everyone different when you're trying to get
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  someone to use your product, your app, whatever, when they
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  don't like need it already, you know, like I, I, I'm not like
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  against Contra deals at all. We will consider Contra deals
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  when it's something that we really need.
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  Like for example, if the Commons, like our Co working
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  space wanted to work with us and give us like free rent, you
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  know, because they wanted some promotion in some capacity on
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  the podcast or TikTok or whatever.
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  Like we would do that, you know, cuz that's like a service that
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  we actually need. This is not something that Jared
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  needs. Like she's trying to get him to
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  download it and use it by saying like, I'll give you early
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  access. Like, OK.
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  And the influencer industry is hard because a lot of people do
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  free stuff because there was early on, like I am not kidding,
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  early, early days of like blogging and Instagram.
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  The whole mentality was if a brand sees you doing free
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  content for them, whether you have paid for the products
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  yourself or you've engaged in a Contra deal with them and that
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  content as well, then they will partner with you in the future.
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  And I'm sure that still kind of happens, but it is not a
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  consistent or like a reliable strategy.
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  But because of this advice that everybody would give back in the
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  day and this mentality that everybody had, so many creators
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  still do free stuff. And I think that has been very
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  much to the detriment of the industry.
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  Now when it comes to the app, I understand launching a minimum
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  viable product and having work still to do like along the way.
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  You know, that is part of like startup culture is you kind of
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  just have to like launch and figure it out as you go.
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  Otherwise you'll never launch if you're waiting for it to be
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  perfect or for all the bugs to be fixed.
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  Like you will literally never launch.
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  If you think about all the biggest apps that we use, they
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  are constantly making us update because they were constantly
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  fixing bugs. Obviously the apps are still
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  like doing what they say they're going to do, but this is still
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  like a new app, right? So I understand being like, we
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  need to just launch. We need to just get out there.
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  But I think the difference here, if what Jared is saying is true
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  that like the app doesn't really work and didn't really work for
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  him. I think the difference here is
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  that Phoebe and Sophia are a lot more high profile than like your
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  typical young tech founder. So the bar will naturally be
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  higher for them when they launch.
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  And that's OK because the barrier to entry for them as
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  Bill Gates daughter was significantly lower.
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  It reminds me of when influencers or celebrities
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  launch brands or products and it doesn't go well.
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  And, you know, some of the conversation will be around
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  like, well, why aren't they allowed to make a mistake?
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  Well, they're allowed to make mistakes.
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  But like, the bar is higher for them because they're already
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  going in with this, like, huge advantage.
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  So far at the time of recording, Phoebe has not responded to
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  Jared's allegations. Feel like she's not going to.
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  But yes, I will keep you guys posted if she does.
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  OK. The next word that I have for
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  you guys is that Austin Mcbroom has responded to Catherine
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  Pius's book expose. Austin Mcbroom of the Ace Family
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  is going off the deep end again, trying to defend himself against
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  his ex wife's new book coming out on July 1st.
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  I mentioned this yesterday, but the first few chapters of
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  Catherine's book were seemingly released or leaked.
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  And in these chapters she allegedly speaks about her
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  experience being cheated on by Austin.
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  And I guess Austin is confirming that those chapters are probably
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  real because he's responded on Snapchat and as you can imagine,
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  it's unwell. He posted videos saying he's
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  blindsided because he and Catherine have an amazing Co
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  parenting relationship. OK, I get that maybe being a
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  little bit surprised, but like she's still allowed to tell her
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  story and she's still allowed to share like what he did to her
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  even if they have a good relationship.
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  Now in this video, he also confirms that he did cheat on
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  her, saying he stepped out of his marriage but said he voiced
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  his issues with Catherine saying he felt like she gave him no
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  affection and they actually had a year where they didn't have
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  sex, he says. So he was kind of like trying to
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  justify it by being like, well, I told her that I wanted more
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  affection from her. We never had sex.
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  So like, what was I supposed to do?
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  It's giving Sandoval so bad. I I'm sorry for like
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  continuously referencing VPR. It's obviously just top of mind
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  for me at all times. And because I just finished re
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  watching all of the scandal all season, I cannot stop seeing
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  scandal situations and men like Sandoval who are acting in the
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  way that he acted during scandal.
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  Like everywhere. You don't cheat because you feel
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  like the person that you're with doesn't give you intimacy or
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  doesn't like you anymore or whatever.
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  Like just break up with that person.
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  If you have such a big issue with that and you guys, you
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  can't see a way that it's ever going to get fixed.
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  Like you don't stay in the relationship and just cheat.
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  Get out of the relationship, go to therapy.
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  Like there's so many options and like trying to flip this and be
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  like, well, she was the one that wouldn't give me affection.
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  I'm the victim here. I was forced to cheat.
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  Insane so he also said that he thought she was OK with the
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  cheating because she said to him when they were talking about
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  this like just don't embarrass me.
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  So he took that as like just do what you want but like I don't
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  want the public to know like don't embarrass me publicly.
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  He says that she knew he was cheating and still stayed with
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  him for another five to six years despite this.
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  Again, like, who knows how long she knew he was cheating for.
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  It's very much going to be like a he said, she said situation.
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  I'm going to assume that Austin Mcbroom was hearing what he
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  wanted to hear, making some assumptions based on like what
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  Catherine was saying to him. Because of course, like, then
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  you get to be guilt free. You get to cheat guilt free.
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  If you have convinced yourself that your wife's response to
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  your cheating is like, oh, just do what you want, like, of
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  course, then why would you not try and, like, delusionally
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  convince yourself of that? I also think it's OK if even if
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  in that moment, like she did know what was happening and she
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  still stayed with him, now she's been out of this relationship
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  for a long time. There was so much wrapped up in
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  that relationship, like their whole life, like their business,
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  like their online presence, like everything was all tied up, you
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  know, with that relationship. So yeah, I can imagine that like
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  now unraveling her entire being from the Ace family in Austin, I
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  imagine she's going through a lot of like self discovery and
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  like realization. And that's also OK that like now
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  she's had some distance and she's like, whoa, what the fuck
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  was I doing? You know, OK.
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  Then he played voice recordings that he took.
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  And it is unclear if Catherine knew that these were being
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  recorded, but in the recording it was from January 2024.
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  And so it was like a mid their divorce.
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  And he says that he was going to make it a video explaining that
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  he did step out on their marriage.
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  And then like in in this recording, you can hear
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  Catherine say basically like, don't post it.
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  You'll get a lot of backlash. So he's playing this to be like,
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  well, why would you tell me back then not to post it because I'll
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  get backlash. But now you're writing about it
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  in this book knowing that I'll get the backlash.
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  So he's like, all she wants to do is like monetize this for
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  herself. I have no doubt that being
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  married to Austin Mcbroom is literal hell.
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  And I think no matter how we feel about Catherine, I think if
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  she wants to monetize her story about what she went through
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  being married to that demon of a man, then she can do that.
• 13:28
  The only caveat I will say there is like, I do fear for the
• 13:31
  children, but I don't have kids. So like, I don't know.
• 13:34
  I can't speak to the fact that, like, if you're a parent, you
• 13:36
  should keep everything, you know, inside or private, like
• 13:40
  amongst like your friends and family, and never be public
• 13:42
  about any of your stories because, as you know, you might
• 13:45
  hurt your kids. Like, I don't know.
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  I don't know. I don't have kids.
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  I have no idea what I would do in that situation.
• 13:50
  That's the only, like, small thing where it's like, OK, yeah,
• 13:52
  maybe. But like, I don't fucking care
• 13:53
  about Austin. I don't care about Austin.
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  Who cares about you? Austin?
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  Shut up. OK.
• 13:59
  The last word that I have for you guys is that Nylon is
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  launching a free invite only club for young people to
• 14:06
  challenge the traditional revenue model of digital media.
• 14:10
  This is like a rogue digital media story that I've thrown in.
• 14:13
  I know some of you guys like when I talk about the industry,
• 14:16
  so I thought I would share this T because I was pretty
• 14:19
  interested in this as well. So Nylon is launching Nylon like
• 14:23
  the magazine, like the well, they're like a digital publisher
• 14:25
  now. I don't even, I don't even know
• 14:27
  if they do print anymore. Did they ever do print?
• 14:29
  I'm so confused. They went digital only in 2017
• 14:33
  and then in 2024 I think they relaunched print anyways, the
• 14:38
  magazine. So they are launching a
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  membership only program at the end of 2025.
• 14:43
  It's invite only. It's free to join if you're
• 14:46
  invited, but it is invite only. So CEO of Bustle Group, which
• 14:51
  like owns Nylon, Brian Goldberg said, quote, we're going to
• 14:55
  bring together thousands of the most influential young
• 14:58
  tastemakers in America into a membership and the brands will
• 15:01
  pay us to get adjacency with this incredible community of
• 15:05
  influencers. Our goal is to ultimately get
• 15:08
  this program to 50,000 influencers with an average of
• 15:10
  100,000 followers each, which would get us to a 5 billion
• 15:15
  reach. So this model essentially is
• 15:19
  similar, especially because it's free for invite only members.
• 15:23
  This model is similar to the controlled distribution model in
• 15:26
  the magazine print days where a specific group of people that
• 15:30
  advertisers like wanted to get in front of, let's say it was
• 15:32
  like finance people or like people in IT or whatever.
• 15:35
  They got sent magazines or print issues for free.
• 15:39
  And the advertisers were paying obviously to like be in these
• 15:42
  magazines and have their ads and their brand sent to these people
• 15:48
  in these industries for free. This also differs from other
• 15:51
  invite only membership programs because you don't have to pay.
• 15:54
  So like there are a lot of those like Soho House is a good
• 15:57
  example. Or like kind of there's a lot
• 15:59
  for like entrepreneurs where you like get invited based on like
• 16:02
  your status in the industry or based on like your company's
• 16:05
  revenue or whatever, but you have to pay.
• 16:07
  So I do like that this is free for the people that they invite.
• 16:10
  I think that does make it, I mean, it's, it's going to make
• 16:14
  it more appealing to people who get invited, but also it's, I
• 16:17
  don't know, just feels more like ethical.
• 16:19
  I think, even though I understand because the people
• 16:21
  that they're going to invite are going to already be probably
• 16:23
  like rich slash famous people, but it just feels more ethical
• 16:27
  than asking them to pay. I don't know.
• 16:28
  He also said that media businesses have not embraced
• 16:31
  community enough. And I could not agree more.
• 16:36
  I actually talked about this when I did that big presentation
• 16:39
  about the brand at Sunrise a couple weeks ago.
• 16:41
  I talked about how like a couple years ago, Centennial pivoted to
• 16:44
  like almost fully community based publishing, which
• 16:48
  essentially just means like we deprioritizedour.com.
• 16:51
  We deprioritized like anything for clicks and we went all in on
• 16:55
  like building a culty audience who like specifically like know
• 16:58
  who we are. Come for us.
• 17:00
  You know, it's not just like people Googling like what
• 17:02
  happened between like Tana Mojo and Brooke Schofield and then
• 17:05
  like clicking on the article on our website, reading it and
• 17:07
  leaving Because I was saying we could have literally 10 million
• 17:11
  users on our website every single month and advertisers did
• 17:15
  not give a shit about that. And users don't really give a
• 17:18
  shit about that. Like that's not building an
• 17:20
  audience of fans of people that actually like care about your
• 17:25
  brand and what you're putting out.
• 17:27
  That's just like people that those are just eyeballs.
• 17:29
  Like those are just people that are like reading the story
• 17:31
  because they want the tea and leaving.
• 17:32
  So I talked in the sunrise presentation about how we went
• 17:35
  all in on that. And then of course, like
• 17:37
  launching Mini Scroll was like kind of replace placing our like
• 17:40
  daily publishing on our.com because we used to publish news
• 17:45
  stories every single day on our.com and like a couple
• 17:47
  opinion pieces a month. And so now obviously, like
• 17:50
  launching mini, like bringing all of our Daily News to a
• 17:53
  podcast, we're like, now we're actually building an audience
• 17:57
  that like, cares about us, like knows who we are and cares.
• 18:00
  And it's just been transformative.
• 18:02
  And it's, it's so true. Like the community.
• 18:05
  If you can figure out how to build a community as a media
• 18:08
  brand, as a publisher, like truly people who are like fans
• 18:11
  of your brand, then that is the key to success and longevity.
• 18:16
  And I think with traditional media, unfortunately, like young
• 18:19
  people don't trust like big names because they're, they,
• 18:23
  they just feel faceless, you know, like we're all used to
• 18:25
  having parasocial relationships with like creators, Tik tokers,
• 18:29
  like, you know, we want to have like a face to the name and like
• 18:32
  just these big brands that we don't know, they're just like
• 18:37
  faceless that doesn't like, no one can connect with that.
• 18:39
  Even like Vogue, like we all know who Anna Wintour is.
• 18:42
  You know, it's not like I don't necessarily connect with Anna
• 18:45
  Wintour, but I understand who is like behind the brand, which is
• 18:48
  also why in media and digital social media, which we talked
• 18:52
  about what, what was it last week I was talking about?
• 18:55
  Oh yeah. It was in the Try Guys situation
• 18:57
  where they said like nobody would like in buzz at BuzzFeed,
• 19:01
  they wouldn't let people have like jobs outside of her, like
• 19:04
  freelance work, whatever, like outside of BuzzFeed.
• 19:06
  And I was saying like, I have so many friends in digital media
• 19:09
  who really struggle because they want to do more like influencer
• 19:12
  type content or whatever and they're not allowed to.
• 19:15
  And it's like if you just let your employees be influencers
• 19:19
  too, because they already have a lifestyle so similar to that.
• 19:22
  They're already testing all these products, they're already
• 19:24
  doing all these things. I get it.
• 19:25
  Like, I understand from a business perspective, like the
• 19:28
  fear of like a conflict of interest.
• 19:30
  However, allowing employees to do their own, like to build
• 19:33
  their own personal brand, that is what's actually going to
• 19:36
  bring like relevancy back to traditional media is if people
• 19:41
  are connected to the editors, like influencers like they used
• 19:45
  to be. And then all of these media
• 19:46
  companies put in these clauses in everyone's contract where
• 19:49
  like they can't do any like self promotion like that.
• 19:52
  They can't do any freelance work, they can't do any
• 19:54
  influencer stuff, whatever. So then that all kind of went
• 19:57
  away. And it's like that's actually
• 19:59
  what's going to get them back into relevancy.
• 20:02
  As if people know the face behind the these brands, right?
• 20:05
  These like big publishers. That's a tangent.
• 20:07
  OK. So the other thing though that I
• 20:09
  wanted to talk about this story is so I was talking to one of my
• 20:12
  other friends that owns like a digital media brand, like an
• 20:15
  independent digital media brand. And I was like, this is
• 20:17
  interesting. They're going all in on these
• 20:19
  like kind of tastemaker events, whatever.
• 20:21
  And you hear that all the time in media, all the time.
• 20:24
  One of the number one pieces of advice that people give me about
• 20:29
  like revenue and like diversifying is like get into
• 20:31
  events. It's like, I'm not an events
• 20:33
  company, but yeah, my friend was like, why is it that media feels
• 20:38
  like one of the only industries where you have to constantly be
• 20:41
  changing your revenue model like legitimately every two years?
• 20:44
  Like of course there's always fluctuations in every industry,
• 20:47
  every market, especially with the rate of tech and everything
• 20:49
  now. Like of course every industry
• 20:52
  has to evolve and adapt, but media is 1 where it is like the
• 20:55
  goal posts move constantly so much.
• 20:59
  It is so difficult to monetize in media.
• 21:02
  And I feel like until you're in it or unless you're in it like
• 21:05
  you, you might not realize that because it seems like you see
• 21:08
  influencers, they make so much money or these big companies
• 21:11
  like Barstool or whatever BFFS podcast, like they have so many
• 21:13
  ads. The 1% is making like a
• 21:16
  bajillion dollars and then no one else is making any money.
• 21:20
  And so yeah, my friend was like, OK, sure.
• 21:23
  So now we all have to be events companies, but I thought that
• 21:27
  was some interesting industry tea.
• 21:30
  It actually gave me some stuff to think about, especially as we
• 21:33
  grow a bigger audience, A cultier audience.
• 21:36
  Something to think about anyways guys, that's it for Mini Scroll
• 21:39
  today. Thank you so much for listening.
• 21:40
  I love you guys. Please remember to rate, review
• 21:43
  and subscribe. We're trying to get to 10,000
• 21:47
  YouTube, YouTube, YouTube subscribers.
• 21:50
  I love you guys and I will talk to you tomorrow for Mini tech
• 21:54
  scroll. Bye.