- Grace Springer has asked her followers to help her pay off her student loans
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The woman who filmed the infamous couple alleged to be having an ‘affair’ at a Coldplay concert is in line to make tens of thousands of pounds, it has been revealed.
Grace Springer, from New Jersey, captured the moment Andy Byron, CEO of software firm Astronomer, was caught with his arms around the company’s chief people officer Kristin Cabot.
Experts have now urged the student to be ‘savvy’ and make the most of media opportunities resulting from the clip, suggesting six-figure sums were available.
The clip featured Coldplay frontman Chris Martin panning his ‘kiss cam’ around the audience before landing on the pair, who looked horrified, as the singer quipped: ‘Oh, look at these two – either they’re having an affair or they’re just very shy.’
The moment has become one of the biggest viral moments of the year since it was recorded last Thursday – and an online frenzy was sparked as people raced to identify the sheepish pair while making jokes about their reactions to being spotted.
It was soon reported that Byron – who has since resigned from his post – and Cabot are each married to other people, but also that they are each registered at different addresses to their spouses.
Ms Springer happened to be filming the moment they hid from a crowd of 50,000 people and later uploaded the footage on TikTok, where it has racked up an astonishing 120 million views and counting.
Dylan Davey, brand strategist and founder of The Social Inc, has now estimated she could have made about £74,259 ($100,000) from the clip if she had licensed it through a media agency or content platform.
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Estelle Keeber, social media marketing expert, said that Grace Springer (pictured) could have earned an estimated £5,000 to £25,000 through media opportunities alone
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Andy Byron, the now-former CEO of software firm Astronomer, was filmed getting cosy with colleague Kristin Cabot, the company’s Chief People Officer
‘These kinds of clips do extremely well because they’re real and authentic and in the moment, with no editing or agenda – you feel the emotion in the video, which is why it connected with a large audience and essentially went viral.
‘TikTok itself doesn’t really pay unless the creator is part of the Creator Fund. What she has gained though is mass visibility to help her future income, but I don’t think she will ever see these levels of exposure and opportunity again.’
Ms Springer, who has now become an overnight internet success, has previously told of making no money from uploading the video on the social media site – despite it getting more than 100million views.
She claims she had not registered her account in TikTok’s Creator Fund, which allows people to monetise their content on the platform, before uploading the clip.
Yet Estelle Keeber, social media marketing expert and founder of Immoral Monkey, says that monetising her account beforehand could have landed a payout of up to £144,000 – ‘based on standard TikTok payouts ranging from £800 to £1,200 per million views’.
Ms Keeber added: ‘Grace’s video may not have earned her money, but it’s earned her a name. The question now is how she monetises that visibility.
‘While Grace remains unpaid, plenty of other creators are now capitalising on her moment. Remixes, memes, commentary videos and reaction clips are flooding TikTok and other platforms, many by accounts that are monetised.’
Karine Laudort, fashion and beauty editor, described the clip as holding ‘significant long-term value’ from a branding perspective.
