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Carter loved the idea. He partnered with some of the best in Silicon Valley, and created a firm called Backplane, which would build a niche social-network platform that could be used by other artists and even brands. Gaga invested her own money in the venture. Gaga’s social network is called Littlemonsters.com and it is built completely around the
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“Melissa has tapped into the zeitgeist of bored teens in quarantine and given them purpose.” Mueller tells me. Craving community, the app let them “gather and have conversations with each other rather than exclusively interacting with the broadcasts on TikTok.”
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Influencer Sigh Swoon has created a Patreon account that allows her fans to become more closely connected to her via Close Friends, access to her book club, etc.
Future of Social Communities
. Prior to Cameo being founded in 2017, it would have been strange for celebrities to charge fans for personalized shout-out videos, but Cameo normalized this type of paid interaction—and anticipates $100M in bookings this year.