The warehouse reveals the influencer’s labor extends beyond personal branding

Evidence

Even though Star demurs, suggesting that his role as a corporate CEO and not a beauty influencer is boring, a judgment we have already noted as deeply questionable, he nonetheless agrees to take the video’s host—and any viewer watching on YouTube—into a space previously undocumented in videos of people we have hitherto believed are like Star himself: we see inside not his house, not his car (though the series is filled with both backgrounds), but his warehouse. We are told that the warehouse is around thirty thousand square feet, occupies multiple buildings, and has roughly 105 employees. We’re told of the rapid growth of Star’s cosmetics brand, how he’s had to expand his warehouse space to keep up with demand. We’re shown that his warehouse is not only for his makeup business but for products shipped to other influencers, and even for other media industries, such as shirts and sweatshirts made and marketed through the brand Killer Merch, which Star claims he owns. — Grant Bollmer, Katherine Guinness, The Influencer Factory, 302

Categorization

• ADDENDUM: The warehouse as the fourth infrastructure (market/warehouse) in the Corpocene model — the influencer factory chapter’s core move of showing production behind the personal brand.