A lot of us grew up glued to a TV screen. Between early morning cartoons and late-night films, it seemed there was always a quality program in rotation to snag our attention. Since the advent of the TV in the 1920s, the world has found itself being influenced by commercials featuring our favorite celebrities as they brush their teeth, wash their face, or sport a new look for the camera.
From surprisingly young ages, we were invested in the real lives of the fictitious characters we saw on our TV screens, longing to know what he or she was like behind the scenes. Fast forward one hundred years later, and we’ve seen celebrities’ power to influence multiply in the presence of social media. Developing elaborate ideas is no longer a requirement to deliver quality programming. The daily routine of our favorite celebrities, alone, is it of itself is entertaining. Thus, why do we follow them so closely?
Entertainment professional and digital media entrepreneur Jason Swartz realized how online celebrity interactions are often the highlight of our lives, which is why he decided to monetize the way we interact with our favorite influencers in a way that would also benefit charitable causes. His new platform, “So Close,” for Instagram provides fan following subscribers with an interpersonal view of their favorite celebrity’s private social media profile by giving them access to bonus content. By charging a subscription fee, the website So Close is able to raise funds for a charity of the celebrity’s choice.
The truth is: celebrities are followed and listened to by millions of people, some of which hang on to their every word in anticipation of additional insight. That’s why placing them in the center of the spotlight is often the best way to evoke change on a wider scale. Even when influencers post content regularly, some fans are still left yearning for more. Swartz is solving that problem by offering our favorite celebrities an incentive for additional content: money that motivates them to create content, and/or for their charity of choice.
Is this something for me?
If you’re someone who’s enjoyed investing hours of your daily lives into their favorite influencers, you’ll definitely appreciate this twist on the modern-day fan club.
This dynamic division of a private Instagram is intended to enhance the social media user experience in a way that brings you up-close-and-personal with the celebrity. By directly monetizing celebrity social followings, Swartz is simultaneously giving various audiences a platform to connect with their favorite celebs without having to suffer through unwanted advertisements and promotions.
Using the tool: How does it work?
So Close for Instagram bonus content can be seen by visiting a secret, super fan profile of the celebrity on Instagram, meaning there’s no need for any additional apps.
How do you get access to this profile, you ask? Those of us who are interested in having exclusive access or building a relationship with these celebrities will simply visit the So Close website where they’ll be asked to “enter the influencer handle you want to be close friends with.” At checkout, you’ll be able to send a special follow request to the designated influencer, who you can expect to accept your request within about 5 days.
You’d think Swartz would be recruiting any and every celebrity or influencer with a substantial following, but this private party is strictly invite-only. Influencers must be sought-out and approved as a good fit for the platform. In order to appeal to users of all ages and backgrounds, it’s important that each content piece from each influencer is in good taste. Thus, influencers known for producing anything more explicit than PG-13 content would be considered too risqué for the So Close social standard.
Swartz’s new service will also work to aid worthy non-profits who may not be high-profile enough to “hire” a celebrity to generate awareness for their cause. By putting the power of payment in the hands of social media consumers, charitable organizations of any status can utilize a passive income stream in partnership with a household celebrity name.
More about the Creator
Jason Swartz was born and raised in LA, taking after his father who was also an entertainment industry mogul. He is widely known as the founder and CEO of Alliance Talent and an esteemed art collector.
As an entertainment and booking representative for some of the industry’s largest events and global touring musicians, Swartz’s dual experience in cultivating relationships and tech strategy is likely what led him to his latest venture. As a devoted fan of social media network and entertainment, he views So Close for Instagram as a way of showing his appreciation for the Instagram platform as a whole and the creators who influence and entertain the global masses.
