Monday, September 10, 2007
Too Many Creeps? Try Private Social Networks
According to Wall Street Journal reporter Rachel Dodes ModelsHotel.com is an exclusive social networking sight for the professionally beautiful:
Just as models can get into the most exclusive night clubs, now online social networks may increasingly have their own "digital velvet ropes" to limit access to their preferred market.
ModelsHotel was created by a male model named Jesper Lannung. According to the Wall Street Journal, Lannung convinced one model to join "by assuring her that his site is similar to other social networks, 'but without the creepy people.' "
Source: Rachel Dodes, "Can Models Find Bliss Beyond a 'Digital Velvet Rope'?" Wall Street Journal, 09/10/07
This is an example of a professional social networking site, a "micro community" that will sell access to make money and then try to sell that exclusive clientele to advertisers."There, the thin and beautiful can post pictures, videos and information about themselves, find romantic matches and get deals on everything from cosmetic dentistry to clothes. Unlike other modeling-focused sites, ModelsHotel is for professional models only. No poseurs. No voyeurs. No exceptions.
"Our site is a digital velvet rope," says Mr. Lannung, who has rejected more than half of the more than 2,000 people who have attempted to register so far.
It's this promise of exclusivity that is drawing sponsors to the site.
Among its high-profile marketing partners: eccentric fashion design house Heatherette, Diesel jeans and luxury jeweler Piaget.
Just as models can get into the most exclusive night clubs, now online social networks may increasingly have their own "digital velvet ropes" to limit access to their preferred market.
ModelsHotel was created by a male model named Jesper Lannung. According to the Wall Street Journal, Lannung convinced one model to join "by assuring her that his site is similar to other social networks, 'but without the creepy people.' "
Source: Rachel Dodes, "Can Models Find Bliss Beyond a 'Digital Velvet Rope'?" Wall Street Journal, 09/10/07
Labels: social networks
