Kennedy is among the many social media influencers who have launched business models that are not dependent on the platforms—Instagram, TikTok—that fueled their rise. Influencers can fall into the trap of essentially being “Uber drivers for Instagram or TikTok,” says Sean Branagan, director of the Center for Digital Media Entrepreneurship at Syracuse University. “You’re waiting for the assignment and the money; you’re not in control of where your business is going.” Kennedy has monetized her social media following by creating an affinity group—rather than seeking mass appeal—and she “cares for, stimulates, and advances” her audience with her paid offerings, Branagan says. “What she has is a magic potion, and it’s about more than her face and name.”
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Unai Emery has seen most things in this game but he has never won at Wolves. In three and a half years at Villa, he has lost two and drawn one of his three games at Molineux. Twelve months ago they lost this fixture 2-0 and this week Emery shared his poor record to stress the difficulty of the challenge facing his side, particularly given they have won just one of their past five matches in all competitions. Emery even mentioned his visit to Wolverhampton with Arsenal in 2019, when his team trailed 3-0 at half-time and lost 3-1. For Emery, there is no better time to break his duck, with the schedule dictating that Villa could move nine points clear of fifth-placed Chelsea, who visit Villa on Wednesday, before Liam Rosenior’s side travel to Arsenal on Sunday. Victory would enhance Villa’s chances of returning to the Champions League but also pile pressure on direct rivals. Ben Fisher