BRANDS AHOY! Love Island’s season eight cast, especially winners Trinity Tatum and Bryce Dettloff (center), should sail into social media success. (Like & Subscribe illustration; Ben Symons/Peacock via Getty Images)
Something that comes up in a lot of my conversations about creators right now is how hard it can be to break through, especially when our feeds are ruled by algorithms and the biggest names have already accumulated many millions of followers. So how do you jumpstart a career as a creator? One reliable path these days is to go on Love Island USA.
As I noted in my Cannes Lions interview with Bravo and Peacock unscripted chairman Frances Berwick, reality TV regularly mints social media stars, and no show is doing it better than Love Island USA, which has become a juggernaut for Peacock since it nabbed the rights from CBS in 2022 and tapped Ariana Madix as host in 2024. (She’s Emmy nominated this year for her role.) Take Olandria Carthen, who wrapped season seven with 1 million Instagram followers — she has more than doubled her audience and struck deals with brands like Microsoft and Poppi. Or season six breakout Rob Rausch, who amassed more than 2 million Instagram followers and went on to win Peacock’s The Traitors.
“The audience that takes a typical content creator years to build pretty much arrives overnight,” says Select Management Group’s Fred Johnson, who reps Jeremiah Brown, a season seven fan favorite who now has more than 2 million TikTok followers.
Today, I’ve got a dispatch from the front lines of the Love Island talent wars. For the last six weeks, the islanders have been in a bubble on the show — without access to their phones or any social media. The villa officially shut its doors on Sunday night after Trinity Tatum and Bryce Dettloff were named the winners. Now the islanders are reentering the real world, where they’ll encounter all the fans who’ve followed them (2.5 million on Instagram for Tatum) and all the brands in their DMs. This is where the fun begins.
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Over the next few weeks, you can expect to see a flood of announcements about this season’s stars signing with management firms and talent agencies. One rep tells me that aftercontestants leave the show, there’s essentially a 10-day window to set up meetings before the most in-demand islanders decide to, in Love Island terms, make things exclusive.
As Love Island USA reaches new heights — it was the No. 1 streaming reality series for five consecutive weeks and generated 4 billion social video views — I’ve learned that producer ITV has established some rules of engagement around how the islanders conduct business post-show. For paid subscribers, I’ve got the full scoop below, plus all the intel on who’s got buzz as they emerge from the villa this season.
Which islanders saw the biggest follower jumps, and who’s already set their team of reps
How ITV America sets cast members up for success — and gets its own piece of their action — including with a list of preferred reps for talent
What ITVA casting and talent exec Danielle Gervais looks for each season
The disorienting wallop of social media fame after the isolation of a Love Island shoot — and how reps can “steer these careers in a positive way”
