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The Death Of Influencer Brands · Outspoken the Podcast

0:03
Speaker 1: Hello and welcome to Outspoken.
0:05
Speaker 2: It's your dose of the hottest influencer and pop culture
0:07
Speaker 2: news twice a week. I'm Amy Torber and coming up
0:11
Speaker 2: on today's show, Tammy Hembrough sparks rumors of a sponsored
0:15
Speaker 2: wedding menu. Is Lily Brown one.
0:18
Speaker 1: Step closer to a proposal?
0:20
Speaker 2: Kik's marketing saga continues and are influencer brands out of
0:24
Speaker 2: vogue as five Aussie influencers.
0:26
Speaker 3: Pull the pin on their self-led brands.
0:29
Speaker 2: But first, this is the only Olympic love story that
0:33
Speaker 2: matters to me, Sophie, and it's between a man and
0:35
Speaker 2: a muffin. Norwegian distance swimmer Henrik Kristiansen has made headlines
0:40
Speaker 2: around the globe after going viral on TikTok for his
0:43
Speaker 2: love of the ultra-chocolatey muffins served up at the Olympic Village.
0:47
Speaker 3: I was kind of shocked, though, to see.
0:49
Speaker 2: that the Olympians were fueling their body with these types
0:52
Speaker 2: of desserts, I thought that they would have had to
0:54
Speaker 2: stick to a very strict nutritious diet plan in the
0:57
Speaker 2: lead up. Well, you clearly haven't seen any of Michael Phelps,
1:00
Speaker 2: what he eats in a day diaries.
1:02
Speaker 1: Because I think.
1:03
Speaker 2: Especially if you're a swimmer, you have to consume so
1:06
Speaker 2: many calories in order to have the energy to actually compete.
1:10
Speaker 2: But I'd be thinking like pastas or grain, or I
1:13
Speaker 2: wouldn't assume a large chocolate muffin.
1:15
Speaker 1: Well, everyone needs a treat. And these.
1:18
Speaker 2: Chocolate muffins are hot property at the Olympic Village right now,
1:21
Speaker 2: especially after Henrik's videos have gone viral. They have clocked
1:24
Speaker 2: up millions and millions of views and he has been
1:27
Speaker 2: dubbed the muffin man. I really hope that the French
1:32
Speaker 2: catering company who has provided these muffins is locking him
1:35
Speaker 2: in for some sort of sponsorship opportunity. I know he
1:38
Speaker 2: has genuinely come out and said how much he loves
1:40
Speaker 2: them but it'd be a really cute collaboration. Yeah well
1:42
Speaker 2: he's going to be hot property because before the Olympics
1:45
Speaker 2: began there were a lot of articles talking about how
1:48
Speaker 2: the Olympians not only had to perform on the track
1:51
Speaker 2: or in the pool but it was important for them
1:53
Speaker 2: to appeal to followers on TikTok. That was their one
1:56
Speaker 2: opportunity to get lots of followers and And since posting
1:59
Speaker 2: 10 videos on these chocolate muffins, this athlete has been
2:03
Speaker 2: able to gain over 287,000 followers.
2:07
Speaker 1: He hasn't got gold. He hasn't got silver. He hasn't
2:09
Speaker 1: even got bronze. But this guy.
2:12
Speaker 2: everyone is going to want to do some kind of
2:14
Speaker 2: collaboration with him because he is now the authority on
2:17
Speaker 2: what is hot and what is not in the food world. Yeah,
2:19
Speaker 2: it's so fascinating when you think about it because it
2:21
Speaker 2: was only really the Olympians who won gold who would
2:24
Speaker 2: go home with brand deals back.
2:26
Speaker 3: In the day or they'd be put on a cereal box.
2:28
Speaker 2: But now athletes have the opportunity with the use of
2:32
Speaker 2: TikTok and other social media platforms to make their mark
2:35
Speaker 2: on the advertising world.
2:38
Speaker 1: Welcome to Kick Concierge.
2:40
Speaker 3: How may I help you?
2:41
Speaker 2: Last week, there was a massive response to our segment
2:44
Speaker 2: on Kik's contentious marketing campaign. And just to quickly refresh
2:48
Speaker 2: your memories, Kik CEOs, Steph Glessmith and Laura Henshaw spent
2:53
Speaker 2: days dropping Easter eggs to build anticipation for a big announcement. However,
2:58
Speaker 2: many followers were left confused and underwhelmed when they revealed
3:02
Speaker 2: they were offering.
3:03
Speaker 1: A Kik concierge service. Why did I just get in
3:06
Speaker 1: my head concierge? You know how they were saying it
3:08
Speaker 1: in the commercial?
3:10
Speaker 2: Now, what that involved was a gimmicky hotline where customers
3:14
Speaker 2: could speak directly to Steph and Laura over the phone
3:17
Speaker 2: about selecting the right Pilates program for them. And I
3:21
Speaker 2: do want to point out the Pilates is already a
3:23
Speaker 2: feature offered on the app.
3:24
Speaker 3: It's not a new offering.
3:26
Speaker 2: Now, as part of the concierge service for those who
3:29
Speaker 2: didn't want to talk on the phone, because let's be real,
3:32
Speaker 2: millennials and Gen Zers will literally do anything to avoid
3:35
Speaker 2: speaking on the phone. Surely, though, if it's to Laura
3:38
Speaker 2: Henshaw and Steph Clare Smith, people are going to want to, though.
3:40
Speaker 3: Well, I would feel awkward.
3:42
Speaker 2: Anyway, well, they offered an online quiz for those who
3:45
Speaker 2: didn't feel comfortable making the phone call to discover which
3:48
Speaker 2: Pilates program worked best for them. And many followers said
3:51
Speaker 2: they felt let down as they were anticipating a bigger
3:55
Speaker 2: announcement due to the hype surrounding this campaign. I saw
3:58
Speaker 2: Amber from Influencer Updates talking about this on her live
4:02
Speaker 2: on Friday, and she said she actually tried to call
4:04
Speaker 2: the number, but it was engaged. So while a lot
4:07
Speaker 2: of people were disappointed by it, obviously a lot of
4:10
Speaker 2: people also called the line to try and get to talk.
4:13
Speaker 1: To Steph and Laura.
4:14
Speaker 2: Yeah, there were also a lot of followers convinced that
4:17
Speaker 2: this announcement was going to have something to do with periods,
4:20
Speaker 2: because throughout the campaign, There was a lot of maroon
4:23
Speaker 2: branding and also the word flow was used a lot.
4:26
Speaker 2: And I remember saying, Amy, that we felt like we'd
4:29
Speaker 2: almost seen this ad before. Yeah, I thought it was
4:32
Speaker 2: a Libra ad, but someone actually pointed out to us
4:35
Speaker 2: on TikTok. It was the Bond's Bloody Comfy Hotel ad
4:39
Speaker 2: that it resembled. And as soon as I looked it
4:41
Speaker 2: up and saw this ad on YouTube, I was like, wow,
4:44
Speaker 2: this is so similar. Well, it followed a very similar
4:48
Speaker 2: format where a female concierge welcomed viewers to the Bond's
4:52
Speaker 2: Comfy Hotel. And she was dressed in a dark pink
4:55
Speaker 2: suit and she, very similar to Laura and Steph, she
4:58
Speaker 2: had a gold badge on. There was an old school
5:01
Speaker 2: telephone that was being used.
5:03
Speaker 1: Let's throw to the clip.
5:06
Speaker 2: Welcome to the Bond's Bloody Comfy Hotel, where everyone's free
5:09
Speaker 2: to period.
5:09
Speaker 1: However they want.
5:10
Speaker 3: We even offer room service.
5:14
Speaker 1: Welcome to Kit Concierge.
5:15
Speaker 3: How may I help you?
5:16
Speaker 1: It's your first time?
5:17
Speaker 3: Oh, you're looking for it to last five? Ooh, ten minutes?
5:21
Speaker 3: You go, queen.
5:24
Speaker 1: Have a bloody comfy stay. We've got just the flow
5:32
Speaker 1: for you.
5:34
Speaker 3: We hope you have a wonderful workout.
5:36
Speaker 2: It was almost a bit awkward watching these videos side
5:39
Speaker 2: by side because they were so similar, even the puns.
5:43
Speaker 1: Were kind of similar.
5:44
Speaker 2: It made me wonder whether Kik internally came up with
5:48
Speaker 2: the concept or whether they were pitched the.
5:51
Speaker 3: Concept by a large marketing company.
5:54
Speaker 2: Because I would be annoyed if I paid a lot
5:57
Speaker 2: of money for a creative concept to discover that Bonds
6:01
Speaker 2: ran a very similar ad last year, particularly when both
6:05
Speaker 2: girls do work with period undie brands, which are incomplete brands.
6:10
Speaker 3: Competition with bonds.
6:12
Speaker 2: Now this led me to do a bit of digging
6:13
Speaker 2: and what's quite interesting is that Laura Henshaw's husband Dalton
6:17
Speaker 2: runs a marketing company called Bullfrog and having a look
6:21
Speaker 2: at the company's Instagram you can see that they have
6:24
Speaker 2: worked on a number of Kik's recent marketing campaigns so
6:27
Speaker 2: it leads me to believe that maybe they were responsible for.
6:31
Speaker 3: This recent campaign as well.
6:33
Speaker 2: Well it might explain why Laura Henshaw was quite sensitive
6:36
Speaker 2: about the commentary because We uploaded a short segment on
6:40
Speaker 2: our TikTok account and it attracted over 92,000 views and
6:44
Speaker 2: 83 comments. So some people said that they were underwhelmed
6:48
Speaker 2: by the campaign and they didn't understand the concept, while
6:51
Speaker 2: others said the campaign achieved what it set out to do,
6:53
Speaker 2: which was to get people talking about it. One user
6:56
Speaker 2: wrote under our video, they make women in business look
6:59
Speaker 2: so daft or are they personal trainers?
7:01
Speaker 1: What expertise do they have?
7:04
Speaker 2: So Laura Henshaw saw this comment and she ended up
7:07
Speaker 2: turning this comment into a TikTok response video, which she
7:11
Speaker 2: also shared on her Instagram. And she made it a
7:13
Speaker 2: very gender-based issue. And she asked the woman if she
7:17
Speaker 2: would judge and.
7:17
Speaker 1: Ask a male CEO for their qualifications.
7:20
Speaker 2: And what's particularly interesting is that her husband Dalton wrote
7:24
Speaker 2: in the comment section, small minds discuss other people and gossip.
7:29
Speaker 2: good minds discuss events, great minds discuss ideas. We all
7:33
Speaker 2: get to choose what we discuss. And whilst this could
7:36
Speaker 2: be a message supporting his wife, I also saw it
7:40
Speaker 2: as him being somewhat defensive over his team being responsible
7:45
Speaker 2: potentially for this campaign.
7:46
Speaker 3: I was really.
7:47
Speaker 2: Frustrated to see this commentary online because it suddenly became
7:50
Speaker 2: this gendered issue of when it really wasn't supposed to be.
7:54
Speaker 2: And it upset me because we have always been really
7:56
Speaker 2: supportive of Kik. I think that Laura and Steph are
7:59
Speaker 2: amazing businesswomen, but this is a campaign that has been
8:03
Speaker 2: talked about widely online. And I don't think as female
8:06
Speaker 2: podcasters that we should have to pretend and say that
8:09
Speaker 2: it hit all of these different marks when we thought
8:12
Speaker 2: it was a letdown. I also think it would have
8:14
Speaker 2: been very patronizing and non-genuine if we just hyped up
8:18
Speaker 2: this campaign and purely because it's run by two women.
8:21
Speaker 2: I have to also point out that this is a
8:22
Speaker 2: multi-million dollar business that is not just run by Steph
8:25
Speaker 2: and Laura. There's a huge marketing team behind it.
8:28
Speaker 1: Well, they would have.
8:29
Speaker 2: Paid probably like $ 50, 000 or so.
8:32
Speaker 1: For a campaign like that.
8:34
Speaker 3: Probably more.
8:35
Speaker 2: It's going to be disappointing when people aren't wowed by it,
8:39
Speaker 2: but it gives them the opportunity to go away. And
8:41
Speaker 2: next time, I'm sure they're going to come out with
8:43
Speaker 2: an amazing campaign.
8:45
Speaker 3: Wedding menu, tasting.
8:48
Speaker 2: Just three months out from their much-anticipated wedding, Tammy Hembrough
8:52
Speaker 2: and her fiancé, Matt Sikowski, have given followers an insight
8:56
Speaker 2: into what will be on the menu. The announcement of
8:59
Speaker 2: their caterer has led many to question if this portion
9:01
Speaker 2: of the wedding is being sponsored. Yeah, now Tammy made
9:05
Speaker 2: the announcement on her TikTok last week, sharing a video
9:08
Speaker 2: of the wedding tasting process. And in the caption, she
9:12
Speaker 2: announced that her wedding is being catered by Little Truffle
9:15
Speaker 2: and Ridgeway Catering, which is a business located at Mermaid
9:18
Speaker 2: Beach on the Gold Coast. Now, the wedding tasting was
9:22
Speaker 2: held at the company's fine dining restaurant, which appeared to
9:25
Speaker 2: have been open privately just for them.
9:28
Speaker 3: And Tammy looked beautiful.
9:29
Speaker 2: She was wearing a white Natalie Rolt dress whilst Matt
9:32
Speaker 2: wore black trousers and a white shirt. And the restaurant
9:35
Speaker 2: was empty apart from a 14 seat table that had
9:38
Speaker 2: been set up for the couple's family. I love it
9:41
Speaker 2: because normally when you do a wedding tasting, you're only
9:44
Speaker 2: allowed to bring two or four people.
9:46
Speaker 3: Yeah, it's very contentious. You have to be very selective.
9:48
Speaker 2: You generally have to invite your parents, but it was
9:51
Speaker 2: nice to see that Tammy had her sisters, Amy and
9:54
Speaker 2: Emily joining them. I also think it's funny because most
9:57
Speaker 2: of the time you have to sit with a bunch
9:59
Speaker 2: of other brides and grooms who are having their wedding
10:01
Speaker 2: around the same time as you this looked very luxurious
10:04
Speaker 2: to have the whole restaurant to yourself yeah well when
10:07
Speaker 2: I saw this video I thought surely this must be
10:10
Speaker 2: some kind of sponsorship arrangement because not only did she
10:14
Speaker 2: share this TikTok but her fiance Matt also shared a ton.
10:18
Speaker 1: Of Instagram stories and he tagged the caterer.
10:21
Speaker 2: Yeah, my guess is that they've set up a contra
10:23
Speaker 2: deal where they're exchanging the food.
10:25
Speaker 3: And wine for exposure.
10:27
Speaker 2: Either that or maybe the caterer is providing a large
10:29
Speaker 2: discount in return for exposure as well. It's a tough
10:33
Speaker 2: one because when you're a bride, I think it's nice
10:36
Speaker 2: to tag small businesses that you work with and give.
10:39
Speaker 3: Them a little shout out along the way.
10:41
Speaker 2: However, in this case, when you're Tammy Hembrough and you
10:44
Speaker 2: have 17.4 million followers on Instagram, you're probably not just
10:48
Speaker 2: giving them a shout out to be nice. This probably
10:51
Speaker 2: is a contra deal. Yeah, well, it's always going to
10:53
Speaker 2: be a bit sus, isn't it? Because you can share
10:55
Speaker 2: about an experience without actually tagging the business. Also, as
10:59
Speaker 2: you said, she named the caterer. She also included plenty
11:02
Speaker 2: of shots of the signage. vision of her speaking one-on-one
11:06
Speaker 2: with the head chef, as well as a lot of
11:07
Speaker 2: shots of the food. Well, I'm assuming there was no
11:09
Speaker 2: hashtag sponsored or gifted or anything.
11:12
Speaker 3: No, there wasn't.
11:13
Speaker 2: I have to say though, a side note, this food
11:16
Speaker 2: looked incredible. They did have the usual things for canapes
11:19
Speaker 2: like oysters and arancini balls, but they just looked so fancy.
11:23
Speaker 2: They also had delicious looking pasta, Amy, which I was like,
11:26
Speaker 2: you would love that. You had pasta at your wedding.
11:29
Speaker 2: And it's no surprise because the chef in question has
11:32
Speaker 2: worked at a Michelin star restaurant.
11:34
Speaker 1: Of course.
11:35
Speaker 2: I mean, food's so important at a wedding. It's also
11:38
Speaker 2: very expensive. So imagine getting it gifted. I always find
11:42
Speaker 2: wedding tastings funny because it's really the only chance you
11:45
Speaker 2: actually get to try the food. Cause I don't know
11:47
Speaker 2: about you, Amy, did you even eat any of your
11:49
Speaker 2: dinner at your wedding? I ate a little bit, but
11:52
Speaker 2: as soon as I got back after the wedding, I
11:54
Speaker 2: was starving because you leave.
11:56
Speaker 3: So much of it on your plate and it gets
11:58
Speaker 3: whisked away pretty quickly.
11:59
Speaker 2: And the shit thing about having your wedding near a
12:02
Speaker 2: winery is generally there's not a McDonald's that you can
12:04
Speaker 2: stop off for takeaway.
12:06
Speaker 3: There's just nothing around there. No, that's why you have
12:08
Speaker 3: to stock up and have stuff back at your accommodation.
12:11
Speaker 3: I remember we were smashing some cheese boards after both
12:13
Speaker 3: of ours. That was the best part. I just can't.
12:16
Speaker 2: Believe though that this wedding is only three months away now.
12:19
Speaker 2: It's even more wild when you consider that we only
12:22
Speaker 2: found out about Tammy and Matt as a couple in
12:25
Speaker 2: September last year. So things have moved super quickly.
12:28
Speaker 3: Well, Tammy's followers are getting excited.
12:30
Speaker 2: One commented, this is my royal wedding to which Tammy
12:33
Speaker 2: did a crying face back whilst others took it as
12:36
Speaker 2: an opportunity to take a dig. One commenter said, it's
12:39
Speaker 2: like your 20th wedding and Tammy hit back writing, never
12:43
Speaker 2: been married actually. I love that she takes a swipe
12:46
Speaker 2: in the comments section.
12:47
Speaker 1: Will you be pissed off?
12:49
Speaker 3: Yeah, you're like, I haven't even got this far before.
12:51
Speaker 1: This is the furthest she's got.
12:53
Speaker 2: Now, a day after Tammy posted about the tasting, she
12:56
Speaker 2: shared that she was in hospital for a planned surgery
12:59
Speaker 2: and this surprised a lot of her followers. So she
13:02
Speaker 2: shared a photo of her hospital bracelet and wrote, just
13:04
Speaker 2: had surgery. We'll be posting a YouTube video about it
13:08
Speaker 2: when I'm a bit more recovered. Now, Matt being the
13:10
Speaker 2: doting fiance came to pick her up from the hospital
13:13
Speaker 2: and He marked the occasion with a hospital selfie in
13:16
Speaker 2: the lift and this led to more intrigue and interest
13:19
Speaker 2: about what Tammy had had done. Influencers love taking photos
13:23
Speaker 2: at hospitals, don't they? Because it must just pick their
13:25
Speaker 2: engagement up so much.
13:27
Speaker 1: It's kind of like.
13:27
Speaker 2: Those Facebook friends that will just check in at the
13:30
Speaker 2: hospital and.
13:31
Speaker 1: They won't actually say why they're there and everyone will
13:33
Speaker 1: be like, oh, hon, are you all right? Are you
13:34
Speaker 1: all right?
13:35
Speaker 3: It's like, I will DM you.
13:36
Speaker 2: Well, it was a bit weird because instead of going home,
13:38
Speaker 2: they spent the night at a hotel and Matt had
13:41
Speaker 2: left a couple of surprises to cheer Tammy up. So
13:44
Speaker 2: on her bedside table, he left a bouquet of roses
13:47
Speaker 2: and some lollies and Oreos. And a handwritten note that said,
13:50
Speaker 2: I love you always and forever, Matthew. And it just
13:53
Speaker 2: cracked me up because the note was so sweet. But
13:56
Speaker 2: it looked like it had been done in pencil. And
13:58
Speaker 2: it was very childlike, the writing.
14:00
Speaker 1: I think it's pretty cute that he did that.
14:02
Speaker 2: I know everyone's been talking about how Tammy Hembrough is
14:04
Speaker 2: worth millions and.
14:05
Speaker 1: Millions of dollars.
14:07
Speaker 3: But if you look at it, he's got her some chocolates.
14:09
Speaker 3: He's got her some lollies.
14:10
Speaker 2: He's always picking up the supermarket flowers. Like I've seen
14:13
Speaker 2: those flowers. So like, it's not like a bouquet from
14:16
Speaker 2: a florist, which is quite relatable. I read some article
14:18
Speaker 2: recently and it was talking about how Travis Kelsey had
14:22
Speaker 2: bought Taylor Swift. I think it was $ 58, 000 worth of
14:25
Speaker 2: clothes after.
14:26
Speaker 1: He left the era's tour.
14:27
Speaker 2: Yeah.
14:28
Speaker 1: He'd, he'd picked out all these options. And it just
14:30
Speaker 1: sounded very unrelatable.
14:32
Speaker 2: I would hate a man picking out my clothes for me.
14:34
Speaker 2: I know he's a bit of a fashionista, but I'd
14:38
Speaker 2: rather just, here's a $ 58, 000 gift voucher for clothes maybe. Yeah,
14:41
Speaker 2: if you're dropping $ 58, 000, you hope that you would actually
14:44
Speaker 2: like the clothes. Well, on Saturday, Tammy finally revealed the
14:49
Speaker 2: reason for the surgery. And she explained on a TikTok
14:53
Speaker 2: that she had her breast implants removed and had new
14:56
Speaker 2: implants put in. So she said that her implants were
14:59
Speaker 2: now eight years old and she'd become quite unhappy with
15:02
Speaker 2: the way they looked. It's quite funny how she described
15:05
Speaker 2: it because she said they looked more like cousins than
15:07
Speaker 2: twins because due to training her chest a lot, they
15:10
Speaker 2: started to move further and further apart. And her plastic
15:14
Speaker 2: surgeon advised her that she either needed a breast lift
15:17
Speaker 2: or But if she wanted to avoid that, she could
15:20
Speaker 2: just get bigger breast implants.
15:22
Speaker 3: So she opted for the bigger breast implants.
15:24
Speaker 1: Well, you're meant to get them replaced.
15:25
Speaker 2: Every 10 years, isn't it? So it's probably the smarter solution. Yeah. Well,
15:29
Speaker 2: she ended up showing what they looked like in a
15:31
Speaker 2: sports bra. And they do look considerably.
15:35
Speaker 3: Bigger than the previous implants. That being said.
15:38
Speaker 2: We saw them a few days after surgery when she
15:40
Speaker 2: was very swollen, so it's not really indicative of what
15:43
Speaker 2: they're going to look like long term. Gosh, it's a
15:45
Speaker 2: big thing to get that kind of surgery three months
15:48
Speaker 2: out from your wedding. It reminds me when Kris Jenner
15:50
Speaker 2: just went and got a facelift before.
15:52
Speaker 1: Was it Kim's wedding?
15:53
Speaker 3: She just decided she wanted to look her best.
15:56
Speaker 2: I can see why she's chosen to get them done
15:57
Speaker 2: before her wedding because everyone pumps up wedding photos as
16:00
Speaker 2: the photos that you'll always remember, you'll always look back on,
16:02
Speaker 2: you want to look your best in.
16:03
Speaker 1: You're meant to look the best you've ever looked, isn't
16:06
Speaker 1: that right?
16:06
Speaker 2: Yeah.
16:06
Speaker 3: Yeah.
16:07
Speaker 1: Casa Su update, guys, and I'm going to show you
16:09
Speaker 1: the kitchen.
16:10
Speaker 3: I'm so obsessed with it.
16:12
Speaker 2: Bali-based influencer Talia Skanes has announced she's shutting down her
16:16
Speaker 2: fashion line, Skanes the Label, after just three years in business.
16:20
Speaker 2: Her decision comes off the back of four other Aussie
16:23
Speaker 2: influencers pulling the pin on their self-led brands, leading us
16:27
Speaker 2: to question if influencer.
16:28
Speaker 1: Brands are out of vogue. Sophie, would you buy from
16:31
Speaker 1: an influencer brand?
16:32
Speaker 2: Look, it would really depend on who the influencer is
16:37
Speaker 2: and what the product is. Because in the past, I
16:40
Speaker 2: have been guilty of purchasing from influencer-led brands. But nowadays,
16:45
Speaker 2: I'd be somewhat embarrassed to be seen particularly in an
16:48
Speaker 2: influencer brand's clothes, like to have a big zip across
16:51
Speaker 2: my back or something. Yeah, I think especially if the
16:53
Speaker 2: influencer brand has the influencer's name in it, people are
16:56
Speaker 2: less likely to want to look like a fangirl or
16:59
Speaker 2: rep that brand. Yeah, you don't really want to be
17:01
Speaker 2: a walking billboard for an influencer. I think you can
17:04
Speaker 2: also really tell the difference between influencers who were just
17:07
Speaker 2: flogging off drop shipped items or they've just slapped their
17:10
Speaker 2: name on a tracksuit to those who have legitimately invested
17:14
Speaker 2: time and money into building a business and surrounding themselves
17:17
Speaker 2: with industry experts. And when it comes to the smaller
17:20
Speaker 2: scale influencers, it's often a one person show. And I
17:24
Speaker 2: think the quality of the product can be really average
17:27
Speaker 2: and you're just paying for someone's name to be attached
17:29
Speaker 2: to it. Well, there's so many brands that have popped
17:31
Speaker 2: up recently that are just hoodies or trackies. Yeah, and
17:35
Speaker 2: people are over it. They don't want to buy that.
17:36
Speaker 2: You'd rather buy a good quality item that you actually
17:39
Speaker 2: know is being produced in perhaps an ethical factory or
17:43
Speaker 2: it's good quality items.
17:44
Speaker 3: It's not just some drop ship piece of shit.
17:47
Speaker 2: Yeah. You want to actually know that you're investing in
17:49
Speaker 2: an item that has been designed properly, that it's in
17:52
Speaker 2: an ethical factory.
17:54
Speaker 1: Well, yeah.
17:54
Speaker 2: And you've only got to look at the success of
17:56
Speaker 2: influencers like Sammy Robinson, Georgie Stevenson, and Brittany Saunders to
18:01
Speaker 2: see how influencers should set up a business because they
18:05
Speaker 2: have worked So much on the branding. These are hugely
18:09
Speaker 2: successful standalone businesses.
18:11
Speaker 3: And the thing is, they are really unicorns in this space.
18:13
Speaker 2: They are the top percenters who have been super successful
18:17
Speaker 2: with their brands. I mean, you look at Brittany Saunders,
18:20
Speaker 2: whose store, Fate, is opening its sixth store. There's Sammy Robinson.
18:24
Speaker 2: She's got One Mile, who's about to open its first store.
18:27
Speaker 2: Then we've got Georgie Stevenson, who has grown her supplements brand,
18:31
Speaker 2: Naked Harvest, into a $ 20 million empire. However, in Australia,
18:36
Speaker 2: these influencers are anomalies. The tide really seems to be
18:40
Speaker 2: turning on influencer brands because this year we've seen Abbey Chatfield,
18:44
Speaker 2: M Davies, Ashley Bynes and Sophie Keisha all shut down
18:47
Speaker 2: their brands. And then this week we've seen Talia Skanes.
18:51
Speaker 2: I was surprised that it took this long for her
18:54
Speaker 2: to shut the brand down though because I know that
18:57
Speaker 2: she had third fix with her ex-boyfriend Mitch and you
19:01
Speaker 2: could tell that he was really the one that was
19:03
Speaker 2: passionate about about it. And that maybe Talia had just
19:06
Speaker 2: launched this business as a sort of, I don't know,
19:08
Speaker 2: it was more of Mitch's idea.
19:09
Speaker 4: Yeah.
19:10
Speaker 2: Well, I watched the full seven minute video where she
19:14
Speaker 2: explained the reason for the closure. And it was a
19:17
Speaker 2: real struggle to get through because it took her three
19:20
Speaker 2: minutes to reveal what the announcement actually was about. But
19:23
Speaker 2: breaking it down, the reason Talia has decided to shut
19:27
Speaker 2: down the label is because she says she has too
19:29
Speaker 2: much on her plate.
19:30
Speaker 3: Here's what she said. This stage of my life, I
19:33
Speaker 3: want to be more settled.
19:34
Speaker 2: I want to be more relaxed and calm and not yet.
19:37
Speaker 1: But in a few years time, Jake and.
19:38
Speaker 2: I will hopefully be welcoming some little babies into the world.
19:42
Speaker 1: And I don't want to feel like.
19:43
Speaker 3: That when I have babies.
19:45
Speaker 2: Now, she's currently living in Bali with her boyfriend, Jake Sojano,
19:49
Speaker 2: who's a big property developer over there and they are
19:52
Speaker 2: building the biggest fuck-off villa called Casa Su and she's
19:56
Speaker 2: also planning on returning to Australia soon to start renovating
20:00
Speaker 2: a house that they've bought in Queensland. And she said
20:02
Speaker 2: that there's a bunch of other projects that she wants
20:05
Speaker 2: to work on that she's more passionate about and they're
20:08
Speaker 2: involving interior design. So I predict that she would rather
20:12
Speaker 2: spend her time creating maybe YouTube content about the renovation
20:15
Speaker 2: because there's so many successful renovation vlogs and YouTube series.
20:20
Speaker 2: And I think that there's a real niche market for that.
20:23
Speaker 2: She would be fantastic because she actually has the budget
20:26
Speaker 2: to to produce one of those wow homes well they
20:28
Speaker 2: just need to get a good videographer to film it
20:30
Speaker 2: i think but i think the reality more so is
20:33
Speaker 2: is anyone actually buying from skeins the label i haven't
20:36
Speaker 2: seen any push on social media i've i don't even
20:40
Speaker 2: really know what they sell is it bathers they sell
20:42
Speaker 2: a bunch of bathers track suits yeah skirts for around
20:46
Speaker 2: the pool they're shutting it down because They probably have
20:49
Speaker 2: no money coming in. Maybe they have like one sale
20:52
Speaker 2: every six months and then they're like, oh fuck, we've
20:54
Speaker 2: got to go and post this out. Well, she actually
20:57
Speaker 2: has a team back in Australia who handles all of that.
21:00
Speaker 2: And she touched on the fact that she hasn't done
21:02
Speaker 2: many drops this year and she just doesn't have the
21:04
Speaker 2: desire to put her.
21:05
Speaker 3: Time into it. And Amy, I do agree.
21:07
Speaker 2: I ultimately think it came down to a lack of
21:09
Speaker 2: demand because even though she didn't touch on the financial
21:12
Speaker 2: side of things, it would be so hard for her
21:14
Speaker 2: clothing brand to be seen and desired in this overly
21:18
Speaker 2: saturated market already. Reading between the lines, she's also making
21:22
Speaker 2: enough money through the influencer work that she's doing that
21:25
Speaker 2: she doesn't even need to continue doing this label. I
21:28
Speaker 2: also think she's getting ready to start moving into the
21:31
Speaker 2: next stage of her life. She discussed how she wants
21:33
Speaker 2: to start thinking about having a family and she's trying
21:36
Speaker 2: to be realistic about what she invests her time in.
21:39
Speaker 2: It was interesting to read the comments section of the
21:41
Speaker 2: post where Talia announced the closure because Ashley Bynes wrote
21:45
Speaker 2: Just did the same thing. More people need to honor
21:48
Speaker 2: where they are right now, regardless of where they were
21:50
Speaker 2: six months ago. Em Davies, who also closed down her line, wrote,
21:54
Speaker 2: And Layla Graham, who was a model, influencer, and swimwear designer, wrote,
22:02
Speaker 2: Can relate to this so much. Something that also isn't
22:05
Speaker 2: spoken enough about in biz.
22:06
Speaker 3: Proud of you.
22:07
Speaker 2: These comments are making me think even more so that
22:10
Speaker 2: we are seeing this downturn in influencer-led brands and there
22:14
Speaker 2: is a lack of desire and want from the general
22:17
Speaker 2: public to support these brands and to wear these brands. Yeah,
22:20
Speaker 2: what I think it is, is that most influencers, if
22:23
Speaker 2: they have a hugely engaged following, they could bring out
22:26
Speaker 2: a hoodie and maybe the first drop would sell out.
22:29
Speaker 2: But unless they actually put in the effort to grow
22:31
Speaker 2: the brand... it's not going to have any longevity.
22:34
Speaker 3: So wait, who is your celebrity crush? That's what I'm
22:36
Speaker 3: trying to think. Who is mine? Oh, Chris Hemsworth.
22:40
Speaker 2: Come on now. I think.
22:42
Speaker 3: But my boyfriend kind of looks like Chris Hemsworth. Better
22:43
Speaker 3: hear me.
22:44
Speaker 2: Now, Sophie, in our subscriber episode on Friday, we took
22:48
Speaker 2: a look back at our 2024 influencer predictions, which we
22:52
Speaker 2: made at the start of the year.
22:54
Speaker 1: And so far, we've done pretty well.
22:55
Speaker 2: Yeah, I was so surprised with how many predictions we
22:58
Speaker 2: got right. and how many we're also on the right
23:01
Speaker 2: track with, because we've still got a couple of months
23:04
Speaker 2: to tick them off.
23:05
Speaker 1: Yeah, we do. And one that we're.
23:07
Speaker 2: Still waiting on to come true is Jet Kenny proposing
23:11
Speaker 2: to Lily Brown. So you can imagine my surprise this
23:14
Speaker 2: morning when I saw a Daily Mail headline, which read,
23:17
Speaker 2: wild reason Jet called off proposal to Lily. I haven't
23:21
Speaker 2: clicked on an article so quickly.
23:23
Speaker 3: Well, they've done their job. Yeah.
23:25
Speaker 2: Firstly, when I saw the headline, I thought Jet, Please
23:29
Speaker 2: don't stuff up our predictions.
23:30
Speaker 1: Like just get your shit together. Just propose. But when
23:34
Speaker 1: I read a bit further, I realized the article wasn't
23:37
Speaker 1: all it appeared to be.
23:38
Speaker 3: No way.
23:39
Speaker 2: So Lily and Jet are currently holidaying in Hawaii and
23:42
Speaker 2: they attempted to walk up the stairway to heaven, which
23:45
Speaker 2: is a popular trek, which leads hikers up to the
23:48
Speaker 2: best view on the island. So Lily had had a
23:52
Speaker 2: pretty big night beforehand drinking, but she still attempted to
23:55
Speaker 2: climb the stairs with Jet. It wasn't really a great
23:58
Speaker 2: idea considering there are 3,922 steps to climb. So she
24:03
Speaker 2: took to her Instagram stories to tell her followers things
24:06
Speaker 2: hadn't gone quite to plan. So Lily revealed that she
24:10
Speaker 2: was so hungover that she began dry reaching and they
24:13
Speaker 2: had to call it quits halfway up.
24:15
Speaker 3: And by the time she got to the bottom.
24:17
Speaker 2: She spewed in her mouth and started crying out of
24:19
Speaker 2: frustration for quitting. So Lily wrote on her Instagram story,
24:23
Speaker 2: just to make things worse, Jet decided to throw in,
24:26
Speaker 2: what if I was going to propose at the top?
24:28
Speaker 3: And this comment was meant to lighten the mood.
24:30
Speaker 1: Lily continued writing that.
24:32
Speaker 2: She cried like an actual baby all the way back
24:34
Speaker 2: to the car as she was a hungover loser who
24:37
Speaker 2: had given up and still was ringless. Do you think
24:40
Speaker 2: it was a dick move of him to make that joke?
24:43
Speaker 2: I think it's clear that weddings and proposals are definitely
24:47
Speaker 2: on the agenda for them.
24:48
Speaker 3: And that must be something that they're speaking about a lot.
24:52
Speaker 3: I think it was a lighthearted joke.
24:53
Speaker 2: And I mean, I personally wouldn't want to be proposed
24:56
Speaker 2: to after a long trek. No. I just, you usually
25:00
Speaker 2: want to be looking your best. You don't want to
25:01
Speaker 2: be a sweaty mess. It's very reminiscent of when Kurt
25:05
Speaker 2: was going to propose to Sarah's day up on a
25:08
Speaker 2: mountain in Hawaii. Yeah.
25:09
Speaker 1: I wonder if it was the same track.
25:11
Speaker 3: Yeah.
25:12
Speaker 2: Well, he ended up losing his bottle and not proposing
25:14
Speaker 2: and she was pissed off because he ended up proposing
25:17
Speaker 2: just at their hotel on.
25:18
Speaker 3: The balcony when she was in her pajamas feeling sick.
25:21
Speaker 3: And she's like, why do you do it on the
25:23
Speaker 3: bloody mountain?
25:25
Speaker 2: Well, I think that Jet is going to propose by
25:28
Speaker 2: the end of the year.
25:29
Speaker 1: I think we'll be able to tick off that prediction.
25:32
Speaker 2: Yeah. It'll be around Christmas time. That's when they got together.
25:34
Speaker 2: It's around their two year anniversary. I think that the
25:38
Speaker 2: ring is currently being made as we speak. Yeah. Well,
25:41
Speaker 2: if you want to listen to our full episode on
25:43
Speaker 2: all of our Influencer 2024 predictions, sure you're an Outspoken
25:47
Speaker 2: Plus member. It costs just $ 4. 99 a month and you're
25:49
Speaker 2: able to go back and listen to all of our
25:52
Speaker 2: past episodes.
25:52
Speaker 1: There's about a year and a half's worth of content
25:55
Speaker 1: on there.
25:55
Speaker 2: I also have to share because I put up a
25:57
Speaker 2: question box asking people to send in their influencer predictions
26:00
Speaker 2: for the end.
26:01
Speaker 3: Of the year. And there are some hilarious ones.
26:04
Speaker 2: I just didn't get to it over the weekend, but
26:06
Speaker 2: I will share those so you.
26:07
Speaker 3: Can go to our Instagram and check them out.
26:09
Speaker 1: You are by far the most requested guest.
26:13
Speaker 2: Former Love Island UK star turned TV host Olivia Atwood
26:17
Speaker 2: has opened up about the moment she found out that
26:20
Speaker 2: her now husband, Bradley Dack, was cheating on her. Now,
26:24
Speaker 2: I want to point out that the couple are now
26:26
Speaker 2: happily married and the cheating took place when they.
26:28
Speaker 3: First started dating. I was living for this interview.
26:32
Speaker 2: Because you are a massive Olivia Atwood fan.
26:34
Speaker 3: You really fought to have this segment in today's episode.
26:37
Speaker 1: I did, yeah, because it's so juicy.
26:39
Speaker 2: So- For those who don't know, Brad is a professional
26:42
Speaker 2: soccer player and he and Olivia got married in a
26:45
Speaker 2: very lavish wedding in June last year. So the couple
26:49
Speaker 2: have their own reality show called Olivia Meets Her Match.
26:52
Speaker 2: And Brad was the most highly requested guest on Olivia's
26:56
Speaker 2: new podcast.
26:57
Speaker 1: And this interview did not disappoint.
27:00
Speaker 2: So first off, Olivia and Brad discussed how they'd met
27:03
Speaker 2: out at a nightclub and she was so open and honest.
27:06
Speaker 3: She was like, I didn't really rate you. Like I
27:08
Speaker 3: didn't like what you were wearing.
27:09
Speaker 2: However, she went through a bit of a dry patch
27:12
Speaker 2: and she was showing photos to her mom of guys
27:14
Speaker 2: who had shown interest in her.
27:15
Speaker 1: And her mom was like, I'll.
27:16
Speaker 2: Give him a chance.
27:17
Speaker 1: Like he's cute.
27:18
Speaker 2: So she gave him a chance and they began dating
27:21
Speaker 2: for a few months. But this is when alarm bells
27:24
Speaker 2: started ringing for Olivia because she received a few phone
27:27
Speaker 2: calls from his soccer player teammates. So Olivia said that
27:31
Speaker 2: the men had really stuck their necks on the line.
27:33
Speaker 1: As she's since discovered, there is a religious-like.
27:36
Speaker 2: Pact that all soccer players have when it comes to
27:39
Speaker 2: keeping secrets for their teammates. So she said the unspoken
27:43
Speaker 2: code in football is you deny until you die. This
27:46
Speaker 2: must have been pretty bad, though, this cheating, if they
27:48
Speaker 2: had to actually ring.
27:50
Speaker 3: Their teammate's girlfriend.
27:51
Speaker 1: What did she say had happened?
27:53
Speaker 2: Well, the teammates rung up and said, are you dating Brad?
27:55
Speaker 2: Because there had been no photos posted on either of
27:57
Speaker 2: their Instagram accounts.
27:58
Speaker 1: And she said, well, yeah, I am.
28:00
Speaker 2: And they said, well, from what we've heard, he's still
28:02
Speaker 2: dating his ex-girlfriend. And she went to Brad and said, well,
28:06
Speaker 2: what's going on? And he just denied it.
28:08
Speaker 1: He denied, denied, denied.
28:09
Speaker 2: Now things escalated when Olivia received a phone call from
28:12
Speaker 2: a private number.
28:13
Speaker 1: Let's have a listen to what she said.
28:15
Speaker 4: I remember I was in Germany for the F1 and
28:19
Speaker 4: I got a call off a blocked number.
28:22
Speaker 3: It was late at night and I never answered blocked numbers.
28:25
Speaker 4: But you know something in your gut, it's just like,
28:27
Speaker 4: I was laying off the bed and I was like, hello?
28:30
Speaker 3: This girl was like really upset.
28:32
Speaker 2: She's like, hello.
28:33
Speaker 3: And I was like, who's this? And she was like,
28:34
Speaker 3: it's Brad's girlfriend. I was like, oh.
28:38
Speaker 4: Again, please. And then we had a chat and basically, yeah,
28:43
Speaker 4: you had been seeing her as well as me.
28:44
Speaker 2: Yep.
28:45
Speaker 3: How do you feel about that? Obviously it's not very nice.
28:49
Speaker 2: This would have been so awkward for Brad to have
28:51
Speaker 2: to sit there and be part of telling this story.
28:55
Speaker 2: But we kind of have Brad to thank for Olivia
28:57
Speaker 2: being on Love Island because, She was approached to be
29:01
Speaker 2: on the show whilst she was dating Brad, but she
29:04
Speaker 2: had turned down the opportunity. However, when she found out
29:07
Speaker 2: Brad was cheating on her, the first thing she did
29:10
Speaker 2: was ring back a producer and said, look, I will
29:12
Speaker 2: do anything to be on this latest series of Love Island.
29:15
Speaker 1: And they were like, well, you've kind of messed us around.
29:17
Speaker 1: We don't know.
29:18
Speaker 2: You're a bit of a loose cannon. They said, if
29:20
Speaker 2: you can fly out in 10 days, we'll have you
29:22
Speaker 2: on the show. So Olivia told Brad never to speak
29:26
Speaker 2: to her again. And she kept it quiet that she
29:28
Speaker 2: was going to appear on Love Island until the day
29:31
Speaker 2: before she departed.
29:33
Speaker 1: So as soon as Brad.
29:34
Speaker 2: Found out, he was devastated and he came to her
29:37
Speaker 2: house to beg her not to go.
29:38
Speaker 1: Let's have a listen to what they said.
29:41
Speaker 4: You didn't want to go either. I felt like I
29:43
Speaker 4: loved you, but obviously I was ashamed of that.
29:45
Speaker 1: This represents everything that I understand.
29:47
Speaker 3: I understood why you was going, but you didn't want
29:49
Speaker 3: to go. Yeah, it was hard.
29:50
Speaker 4: But then once I got that ADHD thing, so out
29:53
Speaker 4: of sight, out of mind. So once I was in Spain,
29:55
Speaker 4: it was good. I was ready to heal.
29:58
Speaker 2: I find it so fascinating that they dated before Love
30:01
Speaker 2: Island and then they had that huge time apart and
30:04
Speaker 2: then ended up getting married. Well, it was such a
30:06
Speaker 2: fuck you for her to appear on the show because
30:08
Speaker 2: apparently Brad, like one of his favorite shows is actually
30:11
Speaker 2: Love Island. And she asked him on the podcast, did
30:14
Speaker 2: you sit down and watch it? And he admitted that
30:16
Speaker 2: he watched the first episode, but then he was like,
30:19
Speaker 2: fuck this.
30:19
Speaker 1: I can't watch this. This is so awkward.
30:21
Speaker 2: But Olivia has said she really wants him to see
30:23
Speaker 2: the series because she still thinks it was one of the.
30:25
Speaker 1: Best Love Islands, which I have to agree.
30:27
Speaker 2: And she said, Honestly, if you can get past seeing
30:29
Speaker 2: me on camera kissing other guys, I really think that
30:31
Speaker 2: you should commit the time and watch it.
30:33
Speaker 3: Well, how long was it until they got together after
30:36
Speaker 3: the show?
30:36
Speaker 2: Well, she ended up leaving the show with Chris Hughes
30:39
Speaker 2: and they came second. And then they had that follow-up
30:42
Speaker 2: reality TV show.
30:43
Speaker 3: Well, that's the thing.
30:44
Speaker 2: I was thinking that she was with one of the
30:46
Speaker 2: guys for a long time after. No, well, they had
30:48
Speaker 2: a reality show and it only lasted three episodes. It
30:51
Speaker 2: was meant to run for like eight episodes.
30:53
Speaker 3: And so she got back with Brad not that long after. Interesting.
30:57
Speaker 2: So this is the moral of the story. If someone
31:00
Speaker 2: cheats on you, go on a reality TV show to
31:03
Speaker 2: piss them off and then you might have your happy
31:05
Speaker 2: ending after it.
31:06
Speaker 1: Well, that is all we have time for today.
31:09
Speaker 2: Thank you so much for listening to another episode of Outspoken.
31:12
Speaker 2: Make sure you go and follow us on TikTok and
31:15
Speaker 2: on Instagram at Outspoken underscore the underscore podcast. We will
31:19
Speaker 2: be making those chocolate muffins this week.
31:21
Speaker 3: I can't wait. I'm already hanging out for them.
31:23
Speaker 2: This episode was recorded on the traditional land of the
31:25
Speaker 2: Kaurna people of the Adelaide Plains. We pay respect to
31:28
Speaker 2: elders past and present. And if you haven't already, please
31:32
Speaker 2: make sure you are subscribed to Outspoken because it means
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31:40
Speaker 2: if you could take a second to leave us a
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Speaker 2: positive review.
31:43
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31:45
Speaker 2: We'd love if you could actually, if you are a
31:47
Speaker 2: listener and you enjoy it, please leave us a review.
31:49
Speaker 2: And we want to point out that we have changed
31:51
Speaker 2: up our episode scheduling. So we're going to be bringing
31:55
Speaker 2: out our main show on Tuesday as always, but we're
31:57
Speaker 2: also now dropping it on Thursday instead of Friday.
32:01
Speaker 3: And the subs episodes will now be on Friday instead.
32:06
Speaker 3: Thank you.