Max Hjelm: Influers are not bad people
On a 150 square meter terrace in Marbella, two women talk salad leaves and the occasional bow. They seem to be pretty boring, talking mostly about their jobs. Yet it is fascinating.
They come quickly into the subject of money. On a pod you can earn SEK 100,000 a month – or more. A girl in Oslo gets 90,000 from Snapchat on a good day. One of the women, Hanna Friberg, says carefree that she lost one of her closest friends, after she herself demanded 70 percent of the income from their common pod.
The scene is from the new series « Girls of Stockholm » (Amazon Prime), the docus opening that revolves around four of Sweden’s largest influx: in addition to Friberg, Lovisa Worge, Alice Stenlöf and Klara Elvgren.
There is something that goes into my brain during this scene: Hanna Friberg thus tried to shoe herself on someone with whom she was « as a married couple » according to her own statement?
She is not alone In the oblique of being caught with … unkind attitude. In December revealed Aftonbladet That Matilda Djerf, one of Sweden’s most successful influencers, exposed staff to « mental terror » and called models too thick. It was difficult to reconcile with her brand, which would be soft and inclusive.
Maybe better then to be honest. In the series, Lovisa Worge notes, who has been accused of beautifying eating disorder in pictures she posts: « I actually shit completely in what people think about me. »
In the lives of influencers, the boundary between private life and jobs has long been blurred
In the lives of influencers, the boundary between private life and jobs has long been blurred. A moment with the partner or the children is a potential moment to share the followers on the internet. They have to spend large sums on luxury in order to make more money showing their luxurious life.
It is unclear what the difference in the end is at selling itself – and selling the image of itself.
The Matilda-Djerf scandal was serious because she seemed so cozy. But corporate image is just an image, the goal behind the backdrop is a profit. For the four The girls of Stockholm is all transactions and the only value in life seems to be financially independent. They are not very bad people as normal companies.
The series changes vision on influencers as it becomes so terribly clear that passion always seems to lose against ambition. Work with podd, instagram, a clothing brand – they ignore what they dothey count on what it ger.
Then we get to see them sit on Spain’s sun coast, drink drinks together and see each other as competitors.
It’s like bathing in a shamelessly distorted version of the business community campaign from the 70s: « Invest in yourself! »
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