Jenner’s recent App content fail tells us a LOT ABOUT CONTRACTING OUT FULL TIME WORK
The deeply problematic empire built by Kylie Jenner includes ownership of Kylie Cosmetics. The company sells lip kits and eyeshadow paletts and profited Jenner 20 million*.
Most twenty something millionaire CEOs are invested in the profitability of their public personality (some call this a personal social media brand). For Jenner this commodified brandscape includes a Kylie Jenner App which was valued at 3 million in 2016.
Jenner, like the rest of her millionaire family, has contracted-out content production for her personal app to a third party. And just like municipal snow removal services, when you privatize jobs that should be full-time and pension-involving the quality stinks.
Jenner has tweeted that she did not personally authorize the final post. This kind of saccharine TMI content would be awful for many, but Kylie Jenner has built her particular empire on the illusion of authenticity and direct ownership of content. For instance, her cosmetics corporation is branded as closely managed by Kylie Jenner herself:
The lesson in all this is that social media work is real work, and should be done by qualified, well paid and well trained staff. Enough with the awful permalance gigs.
*Though snarky celebrity financial reporting -- and yes, that`s a genre of blogging -- says 20 million is an an inflated guess.