Global media company Gushcloud International, headquartered in Singapore, has launched “Our Boring Life” (OBL), a New York-based content house. According to Gushcloud, the content house is part of its efforts to create sustainable careers for content creators. OBL (pictured) aims to be a collective of multifaceted influencers.Gushcloud wants to establish OBL as a family-friendly platform for Asian brands. Gushcloud also hopes for OBL to spin off into a full offline experience including a possible reality TV show, offline tour and exclusive merchandise.

Its current pool of digital stars is led by its founding creator, Johnny Valentine, with experience in music, acting, modelling, gaming, comedy, and sports. The rest of the squad, the OBL boys, include Tyron Klynhans, Vitaliy Klinshpon, Erick Shtezel, and Nate Crosiar. Together with Valentine, they have collectively amassed almost ten million TikTok followers and over 173 million likes.  They will be joined by other creators including Italian TikTok star Gianluca Molin who has almost one million followers and Will Green of Chinese descent from the UK, with over 300,000 followers on TikTok.

According to Gushcloud, the group will share a home in New York with its backing where they can brainstorm ideas, collaborate on videos, and work on advancing their careers as well as host brand events and activations. They will have upload daily on the OBL TikTok and Instagram pages and will show more of their lives inside the house on the official OBL YouTube channel. Gushcloud has also put out a casting call looking for talent in Asia. 

Additionally, according to Joanne Liew, chief studios and content officer of Gushcloud International, Gushcloud wants to enable aspiring Asian content creators to realise their dreams in the West.  A quick search done by MARKETING-INTERACTIVE found that Gushcloud has posted a casting call on its Indonesian Instagram page in April. 

Liew said: “We share the same values with the OBL boys when it comes to investing in talents and creators, and we’re excited to see them succeed and bring their careers to the next level.” She added that Gushcloudwants its content creators to focus on what they do best, which is creating content.

Liew added: “Gushcloud is doubling down its efforts to bridge the East and West. Our Boring Life is the first of hopefully many projects we have for our content creators, and we’re hoping to also build OBL to become the platform for content creators from Asia to realise their dreams in the West.” She explained that by 2023, Gushcloud is planning to create a female gaming content house in Los Angeles. In the long term, it wants to build more offline and online spaces for its creators.

Previously, in March last year, Gushcloud had signed with key cast members of Netflix's Originals series, Bling Empire, representing them for key brand deals in the Asia Pacific territory. The members that Gushcloud has signed with include Singapore’s Kane Lim, as well as Chinese American Cherie Chan.  Additionally, in 2020, it formed a GenZ division under its talent division, specifically supporting young digital content creators. It had signed with Valentine during that time. Other content creators include YouTubers Coby Persin, Gabriella Whited, Erik Sanchez, Stella Rae, lifestyle and fashion vlogger Allisa Rose, and singer/songwriter/dancer Tori Kay.

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