Courtesy of FaZe ClanEsports company FaZe Clan is emerging as a cultural behemoth as gamers move from the basement into the entertainment business
FaZe Clan has grown from 30 members to around 85 in the past year. About half are professional gamers; the other half are content creators , while celebrity members — athletes like Smith-Schuster and artists like Lil Yachty, who aren’t compensated — round out the roster.
Describing FaZe Clan in simple terms leads to a variety of different answers. Trink often refers to it as a hybrid of the Los Angeles Lakers and hypebeast apparel brand Supreme, with the cultural cachet among devotees of MTV at its height. Iovine says “they’re somewhere between a basketball team and a rock group”; Carter says it reminded him of the “Wu-Tang Clan or the A$AP Mob, and what they were able to do culturally.
Musicians and actors have traditionally ranked at or near the top of the entertainment food chain, while gamers and social media stars have been viewed as bottom feeders. The success of Faze Clan and the growth of the gaming industry threatens to upend that hierarchy. “Rappers can shoot a $50,000 professional music video and not clock 3 million views in three months.
“I just feel like the market opportunity [in gaming] is so much bigger; the fans are much stickier,” he continues. “It’s something that people come back to on a daily basis. Artists will put out albums and they’ll reach anywhere from 15 to 20 percent of their core audience, and that’s with some of the biggest superstars out there.
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