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Influencers are now in command. They’ve got a new lease on life.



Alyssa Coscarelli, an influencer in the fashion industry, has more than 363,000 Instagram followers who look to her for trend-setting recommendations. She quit her full-time job as a vice president at media company Vice three years ago to focus on developing her own brand. However, in July this year, Coscarelli re-joined a corporate career as director of partnerships at Emcee, a Los Angeles-based online commerce firm.

The collaboration between Coscarelli and Emcee signals a shift in the connection between artists and businesses, where both may discover new value in collaborating beyond advertising items. Internal jobs are becoming more popular among influencers: in December, Youtuber Emma Chamberlain was hired as creative director of cosmetics company Bad Habit, and this summer Instyle hired social media comedian Tefi to run its Tiktok account.

Companies are enhancing the responsibilities of influencers beyond trendy tastemakers to help them better connect with new, young consumers. The most effective marketers have a firm grasp on what attracts to young customers and how to capture their attention. Influencers are natural marketers, according to Coscarelli.

However, why would a successful influencer with a flexible schedule and a nice salary want to work 9 to 5? According to the creators, learning how a bigger organization works is a wonderful opportunity, especially if they want to grow their own business beyond a series of brand partnerships.

How can influencers assist?

Celebrities have long been the public’s primary impression of everything, from fragrance to dish soap. Thomai Serdari, a professor of fashion and luxury marketing at New York University, says that the distinction between influencers and authorities is that consumers trust them more. “It’s more difficult than ever to discover individuals who are up on the current cultural scene,” she says. “An influencer may not have received design, marketing, or business training, but they’ve been successful in building their own communities.”

According to Serdari, a shift in values has opened the doors of fashion recruiters to a wider range of individuals. Today’s creative director isn’t always a skilled tailor, but rather someone who brings the greatest ideas and establishes relationships with other people. In this era, the most powerful influencers have an advantage.

John Aghayan, the founder and CEO of Emcee, discovered Coscarelli through her curated service for Re:Store, a physical retail shop in San Francisco. Coscarelli is now an Emcee employee, working as both a maker and an entrepreneur. Her job at Emcee is to get companies and individuals to join the platform. Emcee allows celebrities to establish and manage their own internet shops, with commissions ranging from 5 to 25 percent on sales.

“I wouldn’t have hired a person with a huge following if I didn’t think they were business savvy or had an entrepreneurial spirit,” says Aghayan. Coscarelli was responsible for bringing Shopify on as a partner. Her position as an influencer makes her an important piece of the feedback loop. It’s been very effective so far: Emcee has 3,000 creators and 800 brands on its waiting list (about 300 creators and 50 brands have been accepted to date), according to Aghayan.

Other internet personalities are becoming editors and social media managers. Estefania Vanegas Pessoa, better known as Tefi, gained a large following on YouTube (112,000 subscribers) and Tiktok (1.2 million followers) for her funny and honest views on celebrity gossip and pop culture. She currently serves as the main host of Instyle’s Tiktok account.’s executive editor Molly Stout says Tefi was the perfect fit for the publication’s treasured brand values, which include a healthy dose of humor. When looking for someone to manage the Tiktok account, it was natural to choose a resident of the platform, according to Stout. Instyle was searching for someone who had never been in the media spotlight. Tefi’s cordiality automatically secured her the part. “She doesn’t require any scripts, cues, or direction. What sets her apart from other professional social media influencers? She’s herself.”

The rewards, on the other hand, are being appreciated by both parties. “The landscape of the creator economy is always changing. Who’s to say that Instagram will be my primary source of income for the rest of my life?” muses Coscarelli. “I’m very entrepreneurial, and I want to learn as much as possible about entrepreneurship by taking these chances now and maybe applying what I’ve learned to my own firm down the road.”

Tefi, unlike Coscarelli, is a freelance employee at Instyle who creates six to nine videos each week. She took the position at Instyle because she was passionate about the brand and wanted to move toward her ultimate goal of creating an all-encompassing pop culture platform that includes books and programs.

A larger firm’s resources are also appealing. Louis Pisano, a self-described internet personality and writer for Vogue France who has more than 124,000 Instagram followers, is both a contributor and consultant for the magazine. Soon under new editorial director Eugénie Trochu, he will take on a more formalized position at the magazine. This will allow him to link his personal and professional aspirations: to raise awareness about diversity, inclusion, and anti-racism education in France on the greatest possible stage. “When you’re in a more typical job, you have the infrastructure to accomplish bigger things that may reach even more individuals.,” he says.

According to Signalfire’s 2020 projections, the creator economy now counts more than 50 million creators. It is said to be worth more than $104 billion in today’s economy, and it is still growing rapidly, providing marketers with an ever-increasing supply of talent to tap into.

Balancing two jobs

However, assuming larger responsibilities such as creative director, editor-in-chief, or partnership director is a more difficult job than a typical collaboration or ambassadorship, according to NYU’s Serdari.

She worries that some appointments are interpreted as short-term PR stunts. “There’s a risk when you allow someone from the outside to have too much influence over your aesthetic or company, no matter how short the time frame is,” she says. “Brands must consider whether working with a creator will truly and effectively assist them in the future before they hire one. The process of developing a business is not the same as having a large Instagram following and being able to push product releases.”

Primary producers must also figure out how to effectively balance their day job with their personal brand agreements. Despite Emcee CEO Aghayan’s firm stance that Coscarelli should not be discouraged from continuing to work as an influencer, nor did she attempt to limit her brand agreements, juggling the two responsibilities was tough for Coscarelli. “Because I run my own business, it was difficult for me to complete the number of calls I needed to make each week.,” she explains. “It was a crucial element in the company’s success. Given how quickly everything was expanding, I wasn’t making as much progress as we’d hoped.”

In October, Coscarelli moved into a more strategic role as Emcee’s director of business development, which included responsibility for social media, editorial material, and influencer marketing. The new director of partnerships and three coordinators have since been hired to fill the position formerly held by Coscarelli. For her personal influencer career, she has a manager from talent agency Purveyor to handle contracts and vet new partnerships. She’s also become pickier. “I’m just telling people no more and more,” she explains. “In general, all influencers should exercise caution when selecting partners.”

Getting the correct balance is crucial, according to influencer strategist Idalia Salsamendi, who has advised Dior, Chopard, and Valentino. “Is it feasible for you to devote the time required to this position? If you don’t have it, as a creator, you’re doing yourself a disservice because you won’t be satisfied, you won’t live up to the expectations of the job, and you’ll probably get some negative press as a result. Consumers notice when a creator doesn’t give their all to anything, whether it’s a campaign or a capsule collection.”

“Voice authenticity is critical,” says Salsamendi. “It’s exciting to see influencers embracing larger responsibilities than just pushing a product for a brand, but it’s essential that the influencer is actually executing the task and not simply slapping their name on anything.” When it’s a genuine passion project with the company’s mission and values aligned with their own, creators are most fulfilled and contribute the most to a brand.

Expect the increasing number of influencers moving into brand marketing to continue. “As a creator, you work for yourself, so you’re clearly an entrepreneur,” says Coscarelli. “I believe that more influencers will take on the role of business leaders and advisors as they invest more in the brands with which they work.”

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A YouTuber from Utah has been arrested and charged with accepting fraudulent claims from AAA.



A hurricane man known for a popular YouTube channel called “Matt’s Off Road Recovery” has been charged with insurance fraud and accused of defrauding AAA through his firm, Winder Towing.

The arraignment for Matthew David Wetzel, 46, who was charged in late October with one count of making a false or fraudulent insurance claim, a second degree felony, is scheduled for next week. AAA is accused of paying more than $15,000 to Winder Towing in order to cover allegations made with known misrepresentations between January 2019 and August 2020.

According to charging papers, the Utah Insurance Fraud Division was contacted by a consumer with a complaint about AAA. After an investigation, the division determined that many of the claims made to AAA had significant errors regarding the claimed services or tow locations, according to court documents.

In one case, AAA covered three claims for a vehicle tow to Salt Lake City, totaling $2,800. The claim recipient told the Utah Insurance Fraud Division that his automobiles were not towed as he had stated in the claims. The individual agreed to receive construction supplies from Wetzel and the unnamed person submitted claims to AAA instead of paying Wetzel directly, according to the allegations.

According to the allegations, Wetzel accepted responsibility for fraudulent claims in a phone conversation, stating that he had supplied towing services to the individual on separate occasions and asking him to file an AAA claim rather of requesting payment or billing the customer at the time of service.

According to the complaint, Wetzel also allegedly stated that he would provide services without immediately billing the person, then later ask them to submit a claim.

“According to the investigator, Wetzel said he never completed a project that did not have a real service associated with it,” according to the report.

In another case, charging documents claim that Wetzel assisted with a tow for someone who did not have an AAA membership. According to the complaint, Wetzel advised the individual to join AAA, wait a few days before filing a claim, and so on. The paperwork claims Wetzel advised the customer to obtain an AAA membership, wait a few days before filing a claim, and so on. According to authorities in Apple Valley, California, charges were filed for a tow from Las Vegas to Washington County when the actual tow was from Apple Valley.

The third instance of fraud charged in the accusations was for an off-road tow of a Polaris RZR, which is not covered by AAA, according to the document. The owner of the RZR reportedly utilized his buddy’s AAA membership and stated that Wetzel’s business towed a truck rather than the RZR.

Video of the tow and Wetzel speaking to the owners was recorded, according on the paper, then posted to Wetzel’s YouTube channel, which features videos of off-road tows.

The channel has nearly 900,000 subscribers.

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A Norwegian YouTuber is said to have perished after tumbling into a lake while on a filming journey — only days before his 57th birthday in a video.



According to reports and a Facebook post from his reported partner, the Norwegian YouTuber known as “apetor,” whose real name is Tor Eckhoff, died after he fell into an ice lake while on a trip to shoot a video.

According to the Norwegian news source Verdans Gang, an American-born Norwegian died on Saturday after he fell into the water at Jakobs Dam near Kongsberg on Friday. He was 57 years old.

Eckhoff, a well-known YouTuber who has more than 1.2 million followers and 389 million views on YouTube, posted videos of his adventures in Norway, frequently skating on frozen lakes and showcasing animal encounters and picturesque landscapes.

Eckhoff’s most recent video, which was posted on November 22, is titled “I am Not Dead, I am 57 Today,” and it’s written in English. Over the last five years since he was 53, Eckhoff has uploaded a birthday video with a similar name to commemorate his age.

According to Verdens Gang, Eckhoff lived with Tove Skjerven, who stated in a Facebook post on the “apetor” page on Sunday that Eckhoff was going on a vacation to film himself ice skating for a video.

Skjerven wrote in the blog, which is in English, that divers rescued Eckhoff from the cold water and took him to a hospital. Despite efforts to save his life, he died on Saturday after doctors “turned off all the machines that had kept your body going,” Skjerven wrote.

On Saturday, police in Norway’s South-East Police District said that firefighters had rescued a man in his 50s from Kongsberg who had fallen through the ice into the water and that a rescue helicopter was transporting him to Ullevål hospital.

The South-East Police District declined to answer questions, stating that it is “unable to discuss an ongoing investigation.”

In his “About” section on his YouTube channel, Eckhoff stated that he was born in 1964, resides in the coastal city of Sandefjord, and works as a painter. He claimed to have gained 200,000 subscribers in August 2018 and 1 million followers last December, according to the page. According to the profile, the channel was established in October 2006; only a year after 2005 when the platform opened.

In his most recent video, which has been viewed over 1 million times and liked 57,000 times, Eckhoff joyfully guzzled alcohol while strolling around outside kissing a tree and lying in a tub of murky water. People are mourning him by commenting that they’re remembering all the time they spent watching his videos and hoping he “rests in peace.”

Skjerven was also well-known on Instagram, where he had 66,000 followers and posted images from his travels. Skjerven did not respond to a request for comment.

Our hearts go out to the friends and family of apetor, who passed away tragically this weekend. our thoughts are with you in this difficult time.

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Customers were defrauded by the Chanel advent calendar.



TikTok users have exposed the low-cost items that Chanel included in their advent calendar.

Customers were defrauded by the Chanel advent calendar. Tiktok users have exposed the low-cost items that Chanel included in their 2021 advent calendar. Over the past few days, TikTok videos have been surfacing of the Coco Chanel advent calendar, a calendar that’s worth over $800. Although, the gifts included have not been equalling to a value of $800.

A TikTok user, @eliseharmon shared videos of her opening the product, only to be disappointed. Each video she has shared have reached over 7 million views, while the numbers are increasing.

She found that the majority of the items were low-cost and not worth the $800 price tag. Items included in the advent calendar are; a plastic bracelet made with cheap string, stickers, temporary tattoos, and more stickers.

The only valuable items to be shown are 2 red lipsticks and 1 nail polish.

Fans have now taken it upon themselves to call out to Chanel, demanding refunds and telling them they need to release a better advent calendar. Over the past two days, Chanel received intense backlash through TikTok and deleted their account. Throughout Instagram, backlash comments are on the rise.

Chanel has yet to make a comment on the products and the videos that’ve been released.  Although, they continue to try and monitor comments through Instagram, and are trying to delete them as they roll in.

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