Njie House, a project by Universal Music, sees six Swedish YouTubers living and working together in a public share space in the middle of Stockholm for thirty days.

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The ground floor includes spaces for exercising, podcasting, gaming, beauty, and the launch of new releases from Universal Music.

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They produce content from this large room that also contains a variety of rotating sponsored placements and messages. Influencers live in apartments upstairs. A key feature is the fish tank aesthetic where followers and fans throng to the space to watch Influencers in their “daily habitat” from the streets.

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Some Influencers also announce the timeslot for a livestream beforehand, and the first followers to arrive are sometimes invited into the glass house to hang out during the stream. #njiehouse

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Insta-videos from my visit to the space here.
Read more here.
See more at #njiehouse.

Beep here.

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