Kylie Jenner has quit personally writing posts on ?? ???her app after "a very personal post" that was toopersonal -- and she didn't even write -- was published.
If that doesn't make sense to you, congratulations. Because it shouldn't.
The post in question was about how she spices up her relationship with Tyga, including recommendations for everything from baking cookies to using sex toys. And while she's certainly not shy about exposing certain aspects of her relationship, this false portrayal of their romance struck a nerve.
It's pretty standard stuff for a relationship advice column, save for a couple hyper-specific details ("I heard T say he wanted personalized chopsticks, so that's what I got him for his b-day.") It's written in a conversational, albeit slightly grating, tone that Kylie and anyone else raised on a steady diet of mediocre women's magazines could mimic without any writing chops.
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But Kylie did not write it, as she revealed in a series of tweets. Apparently, she was so humiliated that she decided to come clean rather than letting it slide by and likely be more or less forgotten.
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No one's downloading the app for Kylie's literary prowess, even if she and Kendall have smacked their names on a series of dystopian young adult novels. But the key difference between the apps and Rebels: City of Indraand The Time of the Twinsis that the books have additional authors listed. Elizabeth Killmond-Roman and Maya Sloan (the author behind the esteemed Rich Kids of Instagramnovel, which absolutely exists) are credited for what was certainly the majority of the work on the books.
But there's no masthead for the Kardashian and Jenner apps and the editorial process isn't public information. Although plenty of people certainly assumed Kylie's app and all her sisters' apps are primarily ghostwritten, Jenner's confirmation has put off some fans.
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But other fans -- Kylie's Kings, as they're called -- see the celebriteen herself as the victim in the situation.
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In September 2015, the famous sisters launched their apps in partnership with Whalerock Industries, a media company specializing in creating digital content for celebrities.
All five sisters appeared together at the Apple store in Soho and reinforced their personal contributions to the app. “I was up until 3:30 last night torturing the Whalerock team,” said Kim Kardashian West. “Making sure everything is perfect.”
Kylie's app was immediately the most successful and spawned several viral moments. The apps have always been a mixture of blog-style posts, fashion advice, makeup tutorials and original photoshoots and videos. The sisters' involvement in certain elements, like the photos, can't be faked. Kylie, in particular, has seemed enthusiastic about scouring social media for emerging talent and collaborating. But the lines have always been blurry about the precise level of their editorial involvement.
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One notable exception was Kardashian West's app. In the months following her traumatic Paris robbery, she remained silent on social media -- including her personal app -- as she recovered and spent time out of the spotlight. But people were still paying $2.99 a month for her app, and the number of subscribers was sure to plummet if it was completely inactive. At a time when many of Kardashian West's normal streams of income, like public appearances, ran dry, it wasn't a great time to lose subscribers she might not be able to recover after the app's initial buzz wore off.
Instead, Kardashian West's app hosted a series of guest bloggers from her inner circle, including pal Chrissy Teigen and a Rob and Chyna takeover week, to provide scarce updates on her life. If the public persona she's presented as a control freak is real, she probably approved all the posts, anyway, while maintaining a distance from them. .
Much of hiatus-era content was just old photos, but occasionally, something new, like Halloween 2016 with the kids, would pop up. In that time, photos of Kardashian West, for the first time since she fully committed to life in the public eye, were near impossible to come by, and that them made them more valuable than ever. But the drought is over -- just yesterday, she came back to social media after teasing a return to business as usual on her paid app.
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Now that all the apps are back in order, if slightly tarnished by Kylie's admission, it's time to move forward with their bread and butter.
The written posts, though certainly the easiest to produce -- especially with ghostwriters -- have never been a major appeal for the apps. Apart from a few noteworthy essays from Kim's app, the content has mostly been filler. If they stick to exclusive photos and videos, they'll be just fine. And sure, throw in a few shopping guides with affiliate links to boost profits.
Via Giphy2017 will be a great year for realizing stuff, too.
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