Rhiannon Joyce

They've got the it factor and that's what they're trying to do.

They're trying to position the celebrities as they're not just celebrities, they're tastemakers.

Well, this is where the brand piece comes in and the image that they're trying to convey.

I think they're trying to convey themselves as tastemakers, but the reality of it is I see this as borrowed taste because we know there are a list of industry experts that are supporting them in styling, designing, building their homes.

When they open the series, so I'll use Kendall Jenner as an example, they will make a direct reference to the team.

And when I say team, either the interior designer or the architect that they're working with on that.

They will only have an initial intro where they would feature that person.

And then maybe sporadically, they will reference them throughout the episode.

However, the positioning of it throughout the entire episode is always, I picked this.

This piece really resonated with me.

I, I, I, me, me, me.

And I get that because no offense, if I'm a general consumer, I don't really care about

person behind the scenes because they're not what's sticky.

That's not why 48 million people are watching this video.

And I know that's a shitty thing to say, but the star power is with the celebrity.

Yeah.

Kendall Jenner is a really good example because she's actually done a few AD features.

I believe she's done three in total.

Her first ever one being in 2020.

And this was in bang smack COVID.