I used to work in the social influencer space, and often attended conventions in which top influencers were treated like A-list movie stars by legions of (mostly young) fans. The last few years, the Musical.ly kids were the ones causing all the crowd control nightmares.

One kid’s performance on a stage in the convention hall was canceled by security because the crowd was dangerously large and packed-in (as they all fought to get as close as possible).

Another kid caused a major stampede by walking through the public lobby of the convention center (something they were very much not supposed to do). Literally hundreds of fans ran after them, to the woe of anyone trying to walk through the lobby.

You and I have never heard of these kids, and we don’t understand the appeal, but this is a huge business. The engagement and brand loyalty that Musical.ly stars get is like nothing I’ve ever seen.