Reality Check

Welcome to another Tuesday edition 👋. I’m back at it again with more poddy recommendations for you all. First up is Charli XCX’s Best Song Ever BBC podcast, featuring guest star Addison Rae. The unlikely duo has been in the studio together working on Addison’s upcoming EP, so stay tuned. Next on the docket is Jessie Ware’s wildly popular Table Manners pod, where you can hear about Ed Sheeran’s love for tomato soup and why he has a burner phone.

– Alice Ophelia

In Today’s Issue 💬

→ Why Tana Mongeau is creating an OnlyFans reality show

→ How Addison Rae landed a deal with Sephora

→ Explaining the ‘Bamarush’ TikTok trend

P.S. Stick around to the end of the issue to get exclusive access to our new Merch shop

Tana Mongeau to Launch Second OnlyFans

Here’s a question for you: Which creator platform grew from 20 million to 120 million users last year, managed 2.4 billion dollars in transactions, and now features creators such as Cardi B and Floyd Mayweather? If you guessed OnlyFans, you’d be correct.

The subscription-based site, known primarily for adult content, began five years ago, but became a cultural phenomenon during the pandemic. This enticed millions of new creators to join – including YouTuber Tana Mongeau. 

Tana joined OnlyFans in May 2020, under the name Tana Uncensored, and became a top earner on the platform after making $3 million in a month, through adult photo and video content. Now, Tana is launching a second OnlyFans page to host a weekly reality show. Tana said the series will be “a vlog but completely uncensored...Think of this as Netflix but Tana and Friends Gone Wild.” 

Our Take

For all of YouTube’s advantages in building and sharing content, it has its limits on creator types. With OnlyFans, creators like Tana can branch out and make non-advertiser safe content to cater to a new kind of audience, especially following the launch of OFTV – the new free app which features original content from some of the platform’s top creators. After all, the most valuable content often isn’t advertiser-friendly.

Addison Rae Lands Sephora Deal With Item Beauty

Between TikTok and Netflix, Addison Rae has been all over our screens as of late, but now she’s taking over the shelves too. Item Beauty, a clean beauty line that Addison co-founded last year with Madeby Collective, will be launching at Sephora online and in-store on August 19. 

The TikTok star launched Item Beauty as a direct-to-consumer (DTC) brand in August 2020. Its range focuses on cruelty-free and vegan-friendly products that claim to be “free of anything harmful to your skin or the planet.” The brand expanded its offering in March by introducing a skincare collection which boasts an accessible price point “perfect for all consumers – especially Gen Z.”

Our Take

For a brand founded during the pandemic, by a TikToker who has only been in the public eye for 2 years, landing with a powerhouse beauty brand is a big deal. We’ve gotten used to seeing Addison and her products appearing on our screens, now we’ll be able to spot them IRL too. Looks like Addison will be topping the Forbes TikTok Rich List for the second year in a row.

Alabama Rush Takes Over TikTok 

POV: you’re thousands of miles away from Alabama...have never stepped foot in a sorority house in your life, and yet your FYP is non-stop Alabama Rush. Tell me I’m wrong. This past week the University of Alabama's rush process, aka sorority recruitment, has taken over TikTok – and it makes for addictive viewing. 

TikToks using #RushTok have already amassed 80.4 million views, with 62.2 million views for #AlabamaRush. The trend has been defined by PNMs (potential new members) sharing their OOTDs (outfit of the day), much to the delight of viewers who have hopped on the trend to create satirical videos based on this format. Makayla Culpepper (@whatwouldjimmybuffetdo) is credited with starting the trend after posting an OOTD for rush round one on August 8, gaining 1.4 million views.

Our Take

Amid 18 months of canceled in-person events, last year’s rush was entirely virtual and stayed within the confines of Alabama. A lot has changed since then, including TikTok becoming the most downloaded app of 2020. This is the first year the phenomenon of behind-the-scenes rush has been catapulted to the world stage, thanks to the For You Page. While it’s all Greek to me, I wouldn’t be surprised if Netflix scooped this up for their next reality series. 

On June 21st, 2012 Colin and I flipped open my laptop, spoke directly into a webcam and pressed publish on our first YouTube video together. Uploading that video changed our life forever, not because the video went viral, but because it was the beginning of a journey that led us here.

Tomorrow we are launching Press Publish, a clothing brand dedicated to getting your ideas out into the world and we wanted to give all of our Publish Press readers early access to the drop.

The drop will be live for 1 week starting tomorrow but if you want to hop in today the password is COLLIEOLLIE - you can tweet at Colin and ask him why. 

— Samir

🔥 In Other News

• Abby Roberts is GLAMOUR’S August cover star 

• TikTok has launched an Effects Studio 

• Showtime released All Access ahead of Jake Paul’s fight

• Reddit has launched a TikTok-like video feed

• YikYak is back after a 4-year hiatus