Sway House

Last updated
Sway House
FormationJanuary 4, 2020 (2020-01-04)
FoundersMichael Gruen
Josh Richards
Bryce Hall
DissolvedFebruary 2021 (2021-02)
PurposeEntertainment
Location
Origins TikTok
Parent organization
TalentX Entertainment

The Sway House, also known as Sway LA or simply Sway, was a TikTok content house, consisting of influencers and internet personalities who resided together to produce content. [1] [2] [3]

Contents

Formed in January 2020, it was noted for its rivalry with The Hype House, another content house. [4] [5] The group officially disbanded in February 2021. [6]

History

Sway was created on January 4, 2020 by Michael Gruen via his company TalentX Entertainment, [7] with founding members of the group Josh Richards and Bryce Hall. [4] The group originally resided and produced their content in a rented 7,800-square-foot mansion in Bel Air, Los Angeles. [1]

Cosmopolitan described the house as "eye-roll-inducing", [1] while Business Insider noted it as resembling a fraternity group engaging in controversies and feuds, and having supporters akin to those of boy bands from the 1990s. [8]

Often referred to as "the One Direction of TikTok", [2] [9] the group consisted of nine members – Richards, Hall, Jaden Hossler, Griffin Johnson, Kio Cyr, Anthony Reeves, Quinton Griggs, Blake Gray and Noah Beck. [10]

In May 2020, Hall and Hossler, were arrested on drug-related charges. [1] This incident created instability in the group as it disrupted a business deal for its members. [6] Later, Richards and Hall released a single titled "Still Softish" as a diss track in response to a public feud they had with Hype House member Chase Hudson. [1] [6] [11]

Later in the year, Richards announced he was taking a hiatus from the group due to difficulties adapting to the lifestyle in Los Angeles. [1] Shortly after, Hossler left the group to focus on his music career under the stage name "JXDN". [4] [12] Following the exit of Hossler and Richards, the group split into smaller groups, with Griggs and Johnson forming Sway Gaming, [13] and Hall, Gray and Beck remaining as the core Sway group. [6] The three members later moved into a 8,500-square-foot rented mansion for their content production. [14] In August 2020, the city council of Los Angeles disabled the electricity for their house, citing "irresponsible highly-infectious disease spreading", as Hall had hosted a party there a few days prior during the COVID-19 pandemic. [15]

In February 2021, Gruen confirmed to People that Sway House was officially dissolved, [16] [17] [1] stating: "if you view Sway as a content collective that lives together and is with each other every day, then yes, it’s over." [18] Despite disbanding in February 2021, Johnson revealed the group had separated as early as December 2020. [19] Several members of the group continued to work with each other for other projects of Sway, such as Sway Fitness, a workout supplement brand, [20] The Sway Life, a reality television show that premiered on March 29, 2021 on Facebook, [21] and Sway Stories, a game developed by Playco. [22]

Members

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References

  1. 1 2 3 4 5 6 7 8 Bonner, Mehera (2021-08-10). "Hello, Fellow Olds: What Is (Was?!) the TikTok Sway House and Whomst Is Even in It?". Cosmopolitan. Retrieved 2024-09-07.
  2. 1 2 Lorenz, Taylor (June 8, 2020). "How the Sway House Made Enemies of Their Neighbors". NY Times .
  3. ↑ Rogers, Hannah (2020-06-10). "The lowdown: Sway House, a Tiktok mansion". The Times. Retrieved 2024-12-05.
  4. 1 2 3 4 "TikTok's Sway House: Who were the members and who lived there?". Capital FM. Retrieved 2024-09-07.
  5. ↑ Stivale, Shelby (2020-12-10). "TikTok's Hype House Sway House: Breakdown Of All Drama Feud Fight". J-14. Retrieved 2024-09-07.
  6. 1 2 3 4 Youshaei, Jon. "The Business of Bryce Hall: His Next Chapter Beyond TikTok". Forbes. Retrieved 2024-09-07.
  7. ↑ Ward, Tom. "The Sway House Is On Fire". Forbes. Retrieved 2024-09-07.
  8. ↑ Lustig, Hanna. "The face of one of TikTok's buzziest collab houses took an abrupt hiatus amid a meteoric rise. Now he's ready to explain why". Business Insider. Retrieved 2024-09-07.
  9. ↑ Abrams, Margaret (2020-08-03). "TikTok's Sway House stars move to rival app Triller". Evening Standard. Retrieved 2024-09-07.
  10. ↑ "Catch Up On All the Sway House Stars' Relationships Statuses". Seventeen. 2021-04-08. Retrieved 2024-09-07.
  11. ↑ Team, Centennial (2020-07-06). "TikTok's Sway House Rebrands, Reveals New Members". Centennial World: Internet Culture, Creators & News. Retrieved 2024-09-07.
  12. ↑ Macias, Ernesto (2020-09-02). "Sway House Demands Your Attention, for Better or Worse". Interview Magazine. Retrieved 2024-09-07.
  13. ↑ "What happened to Sway House? Members reveal why it's dead". Dexerto. 2021-02-07. Retrieved 2024-09-07.
  14. ↑ "The TikTok Party House Next Door". Bloomberg.com. 2020-10-09. Retrieved 2024-09-07.
  15. ↑ Haylock, Zoe (2020-08-28). "TikTokers Bryce Hall and Blake Gray Hit With Misdemeanor for Massive Parties". Vulture. Retrieved 2024-09-07.
  16. 1 2 Guglielmi, Jodi (February 8, 2021). "TikTok's Sway House Is Officially Over — But Its Message 'Will Never Die'". People. Retrieved 2024-09-07.
  17. ↑ Stivale, Shelby (2021-09-02). "Sway House Is 'Over,' TikTok Stars React to News". J-14. Retrieved 2024-09-07.
  18. ↑ Stivale, Shelby (2022-01-11). "Hype House vs. Sway House: Every Feud Between the TikTok Houses". J-14. Retrieved 2024-09-07.
  19. ↑ Song, Sandra (February 9, 2021). "R.I.P. Sway House". Paper Mag.
  20. ↑ Weiss, Geoff (2022-02-24). "GNC is getting into business with TikTok collective Sway House". Tubefilter. Retrieved 2024-09-07.
  21. ↑ "Sway House reveals first look at their new reality show 'Sway Life'". Dexerto. 2021-03-28. Retrieved 2024-09-07.
  22. ↑ "The Sway House has released a game and people are absolutely baffled". Dexerto. 2021-09-25. Retrieved 2024-09-07.
  23. ↑ "Here's Everything You Need to Know About Blake Gray". Seventeen. 2020-07-20. Retrieved 2024-09-07.

See also

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