WEBVTT - When Clout Doesn’t Actually Transfer To Sales 💰

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<v Speaker 1>Tute, Flex and Frooms, Flex and Frooms, catch up podcast

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<v Speaker 1>Lex and Rooms.

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<v Speaker 2>It is Flex and Frooms on Kita. What happens when

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<v Speaker 2>clout doesn't actually transfer into the preferred commodity sales same

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<v Speaker 2>whatever you think it is that you want. This has

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<v Speaker 2>happened recently to former Love Island winner and fan favorite,

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<v Speaker 2>but also the most hated at the same time. It's

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<v Speaker 2>really odd, entertaining, but also for the same reasons. We

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<v Speaker 2>love the entertainment. It wasn't always good stuff. It was sometimes.

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<v Speaker 3>Slimy something whatever, whatever, and you would do it too

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<v Speaker 3>for a check.

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<v Speaker 1>Not true.

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<v Speaker 2>But ekin Sue, who her name is Ecken Sue, she

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<v Speaker 2>got about three point two million followers, and when she

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<v Speaker 2>left the Love Island House she signed a one million

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<v Speaker 2>dollar deal with a fast.

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<v Speaker 3>Fashion retailer called o Poly.

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<v Speaker 2>It's the biggest deal in the history of Love Island ever.

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<v Speaker 2>Really big stuff. Right for context, Before Ekinsou got into

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<v Speaker 2>the house, she was kind of like an actress, been

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<v Speaker 2>in a few chill things, you know, not a household name,

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<v Speaker 2>not an influencer. But she's not an influencer to begin with,

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<v Speaker 2>so this is huge. So when she signed that deal,

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<v Speaker 2>she launched this sixteen piece collection that was meant to

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<v Speaker 2>change the game about forty pounds for a piece or whatever.

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<v Speaker 2>But now when you go onto the site, the prices

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<v Speaker 2>have been slashed. Are they getting rid of stock?

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<v Speaker 3>Who knows? And so recently in the news.

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<v Speaker 2>About six months after the collaboration was announced or the partnership,

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<v Speaker 2>she got dropped by opoly. That's never happened. Who gets

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<v Speaker 2>dropped from a partnership for not doing anything illegal or

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<v Speaker 2>defamatory or causing indemnity of any kind.

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<v Speaker 3>So everyone's like, what's going on? What's going on?

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<v Speaker 2>Both Eckensue and the brand have been left disappointed, and

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<v Speaker 2>that now there's a dispute over money owed in the

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<v Speaker 2>lucrative contract, Eckensu's threatening legal action for being dropped. For

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<v Speaker 2>some more contexts, Initially, when Eckensu won, there was a

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<v Speaker 2>bidding war that took place between a bunch of these

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<v Speaker 2>fast fashion retailers who were all trying to monus ties

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<v Speaker 2>her villa win, and so she got she received a

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<v Speaker 2>lot of offers, obviously really really big offers because she

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<v Speaker 2>was popping, but also because it was one of the

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<v Speaker 2>biggest Loveland Love Island series in history. Was presumed that

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<v Speaker 2>any money to be made was going to be made

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<v Speaker 2>from her. I'm not sure if you're familiar with Molly May. Yes,

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<v Speaker 2>so she was also a previous Love Island winner and

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<v Speaker 2>her contracts were not nearly.

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<v Speaker 3>As big, and she is a different era.

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<v Speaker 2>But similarly, you know, seeing how fast she's come, one

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<v Speaker 2>would assume that echancy would take the same trajectory. Now,

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<v Speaker 2>it's tricky because this idea of clout, it is such

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<v Speaker 2>an ephemeral commodity.

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<v Speaker 3>What is it? We know it's worth a lot, but

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<v Speaker 3>in what way?

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<v Speaker 2>You know? It's like people look at someone like Ekinsue

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<v Speaker 2>and they have this assumption that the way that people

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<v Speaker 2>like her and the fan fare that is around her

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<v Speaker 2>should automatically translate into money. She's a pretty girl, she

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<v Speaker 2>wears some fast fashion. Why wouldn't anyone buy it? And

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<v Speaker 2>that's the question, why didn't anyone buy it?

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<v Speaker 1>Now?

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<v Speaker 2>I don't know if you need to know Ekinsu to

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<v Speaker 2>know why people didn't buy it, But I think it

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<v Speaker 2>all comes back to the fact that, like the formula

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<v Speaker 2>is so played out and it's becoming more of an

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<v Speaker 2>emotional decision than people realize. I think when people look

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<v Speaker 2>at Clout and fame and money and e commerce and

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<v Speaker 2>all of these things. They think it's formulaic. Anyone could

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<v Speaker 2>do it right, go on a reality TV show, get

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<v Speaker 2>a profile, make some money.

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<v Speaker 3>And I don't think it is that.

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<v Speaker 2>I feel like an emotional connection of some capacity is

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<v Speaker 2>required to line a pocket of a reality TV style,

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<v Speaker 2>an influencer or whatever it might be. It's not just

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<v Speaker 2>the number, it's not just the perceived beauty or glamour.

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<v Speaker 2>There is an emotional connection, and I don't think that

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<v Speaker 2>people really clock it in the way that they should

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<v Speaker 2>for it to make sense.

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<v Speaker 1>So my favorite example of this from a reality show

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<v Speaker 1>dating show is Martha K.

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<v Speaker 3>Martha K.

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<v Speaker 1>So I actually met Martha Kay when you did my

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<v Speaker 1>makeup at Mecca, like four or five years ago. Whoa

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<v Speaker 1>I know, And she was really funny and nice. She

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<v Speaker 1>was pretty much exact same as when she.

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<v Speaker 3>Was on the show. Mind you.

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<v Speaker 1>I didn't watch the show, but like I've seen her

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<v Speaker 1>on social media and I know how loved she is.

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<v Speaker 1>Like someone that I know that does not watch reality

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<v Speaker 1>TV like loves Marfa and it's the random.

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<v Speaker 3>We do love Martha. We love Martha.

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<v Speaker 1>But it's a rare thing to me because Mary's a mum,

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<v Speaker 1>see what I mean. I'm down with the law, and

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<v Speaker 1>I'm not even that across it neither. Yeah, So I

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<v Speaker 1>think she's like a really good example of, like so

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<v Speaker 1>of going on a show like Married at First Sight,

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<v Speaker 1>which when she was on the show, like that show

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<v Speaker 1>was not what it was now right now, to Juggernaut

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<v Speaker 1>and like to be on it, Like I love that.

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<v Speaker 1>You know, i'd go on it maybe it's a juggernaut,

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<v Speaker 1>which you really No, I wouldn't, but like no shape

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<v Speaker 1>to anyone who does, but you wouldn't, Like I remember

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<v Speaker 1>when it came out like made sensationalless headlines because it's

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<v Speaker 1>the craziest concept for a show ever when we couldn't

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<v Speaker 1>gay marriage wasn't legal.

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<v Speaker 3>That was insane. How did we allow this?

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<v Speaker 1>So I think she's a really good example of like

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<v Speaker 1>I'm sure she converts in terms of sales, Like I

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<v Speaker 1>like her and I don't even know that much about it,

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<v Speaker 1>like I'm not even across it, and I want to

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<v Speaker 1>like support her just because like I met her at

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<v Speaker 1>I met her again at Beyond the Valley over New

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<v Speaker 1>Years and she's just like she's just magnetic. So I

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<v Speaker 1>think some people have the secret sauce, and I hope

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<v Speaker 1>the producers could see that, like, and I hope she

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<v Speaker 1>gets every little thing that she wants.

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<v Speaker 2>Yeah, And it's interesting because I agree with the secret

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<v Speaker 2>source concept.

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<v Speaker 3>But I also feel as though.

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<v Speaker 2>You can tell that the producers and the show writers

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<v Speaker 2>and all those people under the impression it's the show

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<v Speaker 2>that makes the star, not the star becoming the star, right,

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<v Speaker 2>like the assumption that we've made this concept. It's interesting

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<v Speaker 2>despite who we put on it. So whatever fame that

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<v Speaker 2>you were mass it's because you came from this show.

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<v Speaker 2>And I think in a lot of cases, the show

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<v Speaker 2>provides the perfect framework for even the most boring person

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<v Speaker 2>to be seen as interesting when they come off.

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<v Speaker 3>And it's not to do about with.

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<v Speaker 2>Their personality, but it's how people connect. And I don't

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<v Speaker 2>really think we're conscious of why we like certain people,

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<v Speaker 2>why you and I are both so feel so parasocially

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<v Speaker 2>connected to Matha and we really like it. Shee's really cool.

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<v Speaker 2>I didn't watch the show. I'm not familiar, you know,

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<v Speaker 2>I'm not across every little thing she's doing with you know,

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<v Speaker 2>her partner and her child and whatever.

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<v Speaker 3>But I'm like, she's sick, you know.

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<v Speaker 2>But there are some people who have the fan base

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<v Speaker 2>who aren't connecting, and we also don't know why not

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<v Speaker 2>to say that it can't be formulaic. But I wonder

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<v Speaker 2>if we'll ever get to the point where we truly

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<v Speaker 2>recognize the power of not only your personality, but how

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<v Speaker 2>you connect with people in a way that you can't control.

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<v Speaker 2>It's not that you're having these individual interactions and almost

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<v Speaker 2>guaranteeing that I can conjure up a positive interaction because

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<v Speaker 2>I made this person laugh. It's by people just interacting

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<v Speaker 2>with you and you never get to speak to them,

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<v Speaker 2>and yet it's fascinating. It's Paris Social Relationships two point zero,

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<v Speaker 2>the study that hasn't been conducted, and that's going.

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<v Speaker 1>To be our next undertaking. PERABS.

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<v Speaker 3>See you've been listening to The flexen Froom's daily podcast.

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<v Speaker 1>For more, Tune Indicator on DAB or stream it on iHeartRadio.