Social media pioneer Elliot Tebele made millions from his Instagram account before getting scalded by the fallout from the Fyre Festival scandal. But the internet has a short attention span, and the scandal-plagued founder is now back, seemingly stronger than ever.
it looked like then 27-year-old Elliot Tebele was on his way to becoming the Rupert Murdoch of social media. His influential comedy Instagram account, which had over 14 million followers, was charging around $50,000 a post. F*ckJerry and Jerry Media,
Exclusive, expensive and over-the-top, Fyre promised two weekends of supermodels like Bella Hadid and Kendall Jenner and musical talent like Major Lazer, Disclosure and Blink-182, all on a private Bahamian island stocked with yachts, Stephen Starr cooking and luxury tents. In reality, the festival was music-less and Jenner-less, FEMA tents replaced villas, and the gourmet meal was a wet cheese sandwich. Days in, Fyre shut down the festival.
Tebele offered an apology and an excuse and altered his publishing policy to mandate consent and give credit to authors on February 2, 2019. “F*ckJerry's always adhered to the social norms of the internet,” Tebele toldWhile social media may no longer be the Wild West, it’s in the middle of an influencer gold rush. With more than 3 billion active smartphones , more content is being consumed on phones than on any other medium. Instagram alone has more than 1 billion monthly users.
Wearing a purple Yankees x MOMA baseball hat, a screen-printed T-shirt from the Chinese designer Yang Li and a gold ring stamped “Collette” , he’s as fashionable as his office. Tall and skinny, Tebele dabbled in modeling. He was under contract with The Lion agency and has donned an oversize suit for Ermenegildo Zenga at Milan Fashion Week and rocked mint cashmere for Rag & Bone’s 2018 spring/summer collection.Eight years ago, Tebele was neither an internet mogul nor a fashionista.
Somewhere turned out to be a marketing gold mine. Instagram took off—scoring over 10 million users in its first year—with a good number of them following Tebele. In 2014 Tebele quit his job to make F*ckJerry a real business. He enlisted his Brooklyn friend and recent Stanford grad Elie Ballas and built a F*ckJerry website to sell T-shirts. They soon realized they could monetize their following by selling ads that looked similar to the non-sponsored posts on the F*ckJerry Instagram.
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