Latest / Mini Scroll / MINI SCROLL: Emma Chamberlain is CEO, Lancôme's TikTok "drama" marketing campaign + Sedona & Liv breakup explained

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MINI SCROLL: Emma Chamberlain is CEO, Lancôme's TikTok "drama" marketing campaign + Sedona & Liv breakup explained · Mini Scroll

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  Hi everyone, welcome to Mini Scroll, the daily Internet
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  culture podcast bringing you the biggest stories from social
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  media, the creator economy and the digital space.
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  Every Monday through Thursday. I'm your host Lauren Meisner at
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  the founder of the youth digital media brand Centennial World.
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  Welcome back to Mini Scroll everyone.
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  Happy Monday. We are about to get another
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  storm. I swear I brought like Sydney's
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  winter weather with me to Canada.
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  The weather has been so crap since I got here and it's crap
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  again today. So hopefully the lighting's OK
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  if you guys are watching on YouTube, but if not, maybe just
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  listen. All right, so let's just get
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  into the stories. I have three stories for you
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  guys. The 1st is just a quick little
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  one, a fun little one because Emma Chamberlain has been named
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  Co CEO of her brand Chamberlain Coffee.
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  So after five years of being Co founder and Chief creative
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  officer, Emma is stepping in to role as CEO of her coffee brand
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  Chamberlain Coffee. OK, so Emma will be Co CEO with
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  a man named Gustav Hasi and they together will be replacing
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  Chamberlain Coffee's previous or I guess like current but soon to
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  be previous CEO Christopher Gallant, who was in the role
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  since 2021 quote when the company was founded.
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  I was aware that I had a lot to learn before I could step into
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  the position I am in today, she said.
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  The knowledge and experience I have gained over the last few
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  years has made me confident in my ability to truly step up and
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  Co run this company in a way that I was not ready for prior,
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  which makes sense. I think that can be one of the
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  biggest downfalls of creatives going in, like launching their
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  own business, whether it's, I don't know, like a makeup line,
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  like a, you know, beauty YouTube doing a makeup line or like Jen
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  Atkin doing way hair care. Like when you get someone who is
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  like a business professional to run the company, like that's
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  always going to be at least at the start, kind of like, in my
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  opinion, the best place to go, like the best route to go at the
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  beginning. So with this like Co CEO thing,
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  she will continue to lead marketing efforts while Hassie
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  will take on more like traditional CEO
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  responsibilities. So Emma literally went from like
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  YouTube fashion girly podcaster, host, now business professional.
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  Love this for her. OK, the next story that I have
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  is I need to talk about how Loncombe's latest influencer
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  campaign is making waves all over TikTok for its really meta
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  approach. And I promise this segment, this
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  story is not part of that. I wish it was.
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  It is not. This is just me dissecting it.
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  OK, so Loncombe recently partnered with Paige Desorbo and
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  Hannah Berner of Summer House slash Giggly Squad fame.
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  You know, I'm a Bravo girly, so I love this.
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  I love the Bravo girlies making it mainstream.
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  So to launch their new Hypnose drama mascara, they utilized so
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  many different types of media and different creators, and
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  Paige and Hannah were kind of like central to it.
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  And it seems like the theme of the campaign was drama because
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  drama is in the name of the mascara.
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  And, like, the entire campaign almost like fed on Tik Tok's
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  penchant for Internet drama and, like, creator tea and like, all
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  of that kind of stuff. And it's so cool.
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  It's so relevant. But they did it in a really
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  tasteful way. OK, so here we go.
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  Paige and Hannah, they were starring in this Lancome
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  campaign and it was shot at Ulta and it involved them kind of
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  getting like quote UN quote caught gossiping by TikTok
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  beauty reviewers, the lipstick lesbians.
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  Then the Lancome team quote UN quote leaked a behind the scenes
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  clip of them from far away like gossiping and it looks exactly
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  like those videos that you would see on TikTok of celebrities
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  from far away where people are like, Oh my God, what are they
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  talking about? And then popular lip reading
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  account tis me Jackie G posted it like again, this is all part
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  of the sponsorship like she was paid as well for this posted it
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  as if it was one of her organic lip reading videos where she was
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  like Paige and Hannah have been spotted gossiping.
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  It seems like they were gossiping during this Lancome
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  shoot. Let me see what they say.
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  And then she, like, dissects what they were saying, Hannah.
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  Berner and Paige Dasorbo were seen in the Lancome aisle at
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  Ulta in what appears to be a little gossip sash while the
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  Lancome partnership was being filmed.
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  Here's what I'm seeing, dude. Like, I'm shaking.
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  I'm. I'm speechless and I'm never
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  speechless. You could have told me sooner.
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  Are you shading me? Oh, that was really bratty.
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  To kind of like add a more traditional media element to IT.
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  People magazine published an interview then with Hannah and
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  Paige about this Lancome partnership.
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  And that particular article wasn't labeled as sponsored.
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  I presume it was. I'm not really sure it wasn't,
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  though. And then to kind of like cap it
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  all off, Girlboss Town, who is the popular PR analysis account,
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  she screenshotted the People magazine article and she made a
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  sponsored post about the whole campaign.
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  She was like, Oh my God, this was so meta.
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  This was all part of a plan and was like dissecting the PR and
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  marketing strategy behind it. Lancome.
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  Utilizing a lip reading video to roll out their new products is
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  the definition of GBT coded. So to roll out their new Hypnose
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  drama mascara and lip idol, the brilliant team at Lancome
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  utilizing a lip reading gossip video that they leaked to the
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  Internet that they knew the Internet would study And not
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  just study anything, but study the drama of their mascara and
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  their lips to try to figure out what they're saying.
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  To launch their new products is the definition of tapping into
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  trends in the right way, which is something I scream at brands
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  to do all the time. That made it even more meta.
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  People were in the comments like, this is like an episode of
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  Black Mirror, but it worked. It was so cool.
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  Everyone's talking about it and I just think it was cool to see
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  kind of like a more legacy brand take a really creative Internet
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  focus like Gen. Z youth focused approach and
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  create this like web of marketing based on the
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  zeitgeist. Like they just hit the nail on
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  the head. OK.
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  And the last story that I have for you guys is I need to break
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  down for you guys everything that's going on between a Sedona
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  and Live on TikTok. The Who the fuck did I take to
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  Mexico series. OK, so if none of those words
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  make sense to you, just keep listening.
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  So tik Toker Liv Sibili released a multi part series over the
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  weekend called Who the Fuck Did I Take to Mexico, which is
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  obviously like, you know, a play on who the fuck did I marry, Who
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  the fuck did I date? Those very popular series right
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  now. In this series she talks about
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  how she took a trip to Mexico with her girlfriend at the time,
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  who is American basketball star Sedona Prince.
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  Sedona and Liv were really popular on lesbian TikTok and
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  Sedona actually made a name for herself.
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  Before she was dating Liv, Sedona was dating influencer
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  Riley back in 2022 and there was a lot of drama.
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  When they split, Sedona reportedly cheated on Riley.
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  She admitted to cheating eventually, and then she was
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  allegedly planning to sue Riley for defamation after the
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  Internet turned on her. However, there has been no
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  update on this lawsuit, so I'm not sure if that was just rumors
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  or what's going on with that. But anyways, she doesn't have a
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  great reputation to begin with on this side of the Internet,
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  and now it is even worse. So Sedona and Liv were dating,
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  obviously, and then a few days ago Liv released this giant
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  series where she claims that Sedona mistreated her on this
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  trip to Mexico that Liv allegedly paid for.
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  Liv started off by explaining how Sedona has a bad temper in
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  the mornings, and this is paraphrasing, but she said
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  things were kind of off to a bad start because Liv accidentally
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  spilled beer on Sedona's leg, like on her jeans or something
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  pants when they were like on the plane on the way there and
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  Sedona punished her by sitting on the other side of the aisle
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  of the flight. So like that's how the trip
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  started off. There was a lot to this series,
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  but the main story that everyone is really freaked out by is that
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  Sedona insisted while they were in Mexico that they run these
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  ATVs to ride in the middle of the night.
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  They were going to go through the jungle.
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  She said that they should leave their phones at home so it can
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  just be them too. Like, I don't know, more like
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  romantic bonding vibes. Middle of the night, pitch
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  black. So Liv explains how they're like
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  going through, they're on these ATVs.
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  It's really dark. She's kind of getting scared.
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  So she suggests that they come back in the morning.
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  She's not answering me, she's just going and going faster.
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  We're now past the arch and it's pitch black and it's the
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  scariest thing I've ever experienced and I'm begging her,
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  screaming please stop the ATV, please stop the ATV.
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  And she stops it as hard as she can, shoves me to the ground,
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  looks me dead in my eyes and then takes off and leaves me in
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  the pitch fucking black. So what do I do?
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  I get up and I start running for my fucking life because I don't
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  know what else. I didn't know what else to do in
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  that situation. I'm literally telling myself
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  you're going to make it live. You're going to make it.
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  All I can hear are the sounds of my footsteps on the fucking
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  ground because you can't hear anything else.
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  It's pitch black jungle. I see her headlights coming
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  back, I see the headlights coming back and as soon as she
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  gets to me she flips it on its side and what do I do?
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  I fucking still run out of run over to her and I'm like baby
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  baby are you OK trying to make sure that she's OK?
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  She shoves me, tells me to get the fuck off of her, that it's
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  my fault we're in this situation, that I held her back.
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  They ended up getting rescued by like a van of local guys and I
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  guess they were like towing their ATV and Sedona was just
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  saying to live the whole time while they were like on the back
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  of the ATV. Like I'm breaking up with you.
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  This is all your fault. And so Liv booked a ticket home
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  early because like Sedona was like, we're done.
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  So this series, like I said, has blown up.
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  It's led to a lot of allegations that Sedona is abusive and
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  Internet users are now flooding Sedona's basketball team with
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  requests to drop her. And according to Distractify
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  quote, Sedona has responded to the videos by issuing a cease
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  and desist to live and announced on Instagram Stories on August
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  15th, 2024 that her legal team will handle the matter moving
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  forward. That is a very high level
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  version of what's happening. It's like my entire for you page
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  right now. But I am heavily on like lesbian
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  TikTok because I listen to so much lesbian pop because it's my
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  favorite genre. So I don't know if that's just
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  me, but I feel like this is kind of blowing up.
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  Anyways, guys, that is it for mini scroll today.
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  Thank you so much for listening. Please remember to re review and
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  subscribe. It helps me so much.
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  It helps me grow. I love you guys and I will talk
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  to you tomorrow. Bye.