CULTURE
THE FUTURE 100
21
FourFront is “revolutionizing TV through TikTok,” Fast Company reported.
Social media-tainment
Plots that develop entirely on profiles, dramas that unfold in feeds, and fictional characters who chat with their followers. Is this the next big thing in entertainment?
FourFront, which secured $1.5 million in seed funding in October 2021, is a new
kind of content studio. It produces scripted narratives on social media that have the look and feel of regular posts, featuring fictional characters who have their own storylines, social media pages, and interact with followers organically. As of October 2021, FourFront had reportedly garnered 1.9 million followers and
281 million views across its characters’ TikTok accounts. “We’re blurring the line between reality and storytelling,” Ilan Benjamin, FourFront cofounder and CEO, told Fast Company.
This could point to a new kind of social media-based interactive entertainment format. “Not only have we been creating this universe of characters on TikTok,
we’ve also been iterating with a new interactive format,” Benjamin said. “There’s
an evolution in entertainment happening from motion pictures, where audiences can engage in what we call living pictures with characters who feel alive, who
