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The D'Amelio household has built 1 of the astir followed and lucrative societal media empires, with sisters Charli and Dixie being the highest-paid earners connected the short-form video level TikTok.
The family's adjacent task is aiming to leverage that cognition of societal media to make caller brands for the creator economy.
"We started disconnected with Charli doing $50 TikTok promotions and past it moved to bigger deals," said Marc D'Amelio connected CNBC's "Squawk Box" Tuesday. "Now we're starting this marque institution wherever we're going to spell retired and make a clump of antithetic brands and ain the IP."
The caller project, D'Amelio Brands, volition make its ain brands successful a assortment of industries including fashion, quality and manner that are 100% owned by the family.
The task besides announced a $6 cardinal effect circular which includes investors Fanatics CEO Michael Rubin, entrepreneur Richard Rosenblatt and Apple Senior Vice President of Services Eddy Cue.
The D'Amelio household archetypal earned notoriety erstwhile their youngest daughter, Charli, gained popularity connected TikTok, astatine 1 constituent becoming the most-followed creator connected the platform. Charli and her sister Dixie were named the highest-earning TikTok-ers successful 2021, making a combined $27.5 million, according to Forbes.
"TikTok has been incredible," Marc D'Amelio told "Squawk Box." "I deliberation arsenic they commencement to get progressive successful doing much ads, and you tin nexus Shopify up to it, it's going to beryllium a gross watercourse for large creators and tiny creators."
Since the family's emergence to fame, they person been featured successful their ain world tv amusement connected Hulu, "The D'Amelio Show," which has been renewed for a 2nd season. The sisters person besides worked with assorted manner brands including Prada, Burberry, and Puma.
The D'Amelio's are hoping to leverage their expertise and cognition of the creator system with this caller task proving the worth that immoderate brands volition wage for societal media exposure. Marc D'Amelio told "Squawk Box" that his daughters tin gain up to six figures for each of their posts connected societal media.
In March, they besides announced the motorboat of the caller $25 cardinal VC money aimed astatine backing high-growth companies with a absorption connected women and minority-led startups.
TikTok, owned by China's ByteDance, has shaken up the societal media scenery and is present disrupting different industries arsenic it has go a hit-making machine. Last fall, the app said it topped 1 cardinal monthly users. A recent Pew Research Center survey found that 67% of teens successful the U.S. usage TikTok, and 16% said they are connected it astir constantly.
The creator system is simply a increasing unit successful the markets. The planetary marketplace size is estimated to beryllium implicit $13 billion, according to Statista, and is chiefly focused connected a younger generation, a cardinal demographic for Charli and Dixie, who are 18 and 21, respectively.
