Even before Øyunn Krogh won “Sommerhytta” in 2020, she was recognized on the streets because of TikTok. Since then, she has lived on income through advertisers, TV programs and her own products. She is currently featured in news’s new Christmas calendar venture, “24-star Christmas calendar”, where she throws away all inhibitions to get as far as possible in the competition. Øyunn Krogh dreamed of becoming a dancer for a long time. Now she dreams of a completely different career. Photo: Julie Marie Naglestad This week she excelled with her body control in a dance competition. There she was voted the best dancer by dance teacher and judge, Merete Mørk Lingjærde. The sweet revenge It was a reunion with mixed feelings when Krogh saw Lindgjærde. She has been assessed by the “Shall we dance” judge in the past. – I applied for the dance program at KHIO (Kunsthøyskolen i Oslo) four times, where she was a teacher, but I didn’t get through. So it came as a surprise that Merethe appeared as a judge during the competition, says Krogh. – Am I going to be rejected by Merethe again, I thought. But on “24-star Christmas calendar” she got her revenge. “I run a dance course and you could have come straight in there!”, says Lindgjærde to Krogh after seeing her sway on the dance floor in “24-star Christmas calendar”. It is important to think long-term Her dream was to become a professional dancer, but now the dream is different. For two years, she has made a living as an influencer and TV personality. It has made her feel both the positive and negative sides of being in the public eye. Now she has set herself a goal of where she wants to be in the industry. – Now I am looking for something that can be another foundation, where I have made something, she says when news met her in her favorite district of Grønland in Oslo. The influencer is currently working on several secret projects, and she likes to sit with them at her local café in Greenland. Photo: Sara Marie Broen / news Exposure therapy on TV Because after she and ex-boyfriend Levi Try won the TV 2 program “Sommerhytta” three years ago, the number of followers on social media increased considerably. The exposure was bound to be challenging for her. – It was really difficult to see yourself on TV for the first time. I don’t have much self-confidence with how I look and find it really hard to accept. It was brutal, and felt like exposure therapy. – Did you think at that time that you wanted to become a celebrity? – I had no clear plan, but I felt that people were interested in following along. I thought it was something I should pursue further. Øyunn Krogh took part in Farmen kendis in 2021. The program is one of TV 2’s biggest ventures. Photo: Espen Solli / Espen Solli Influence stamp Since her TV debut, she has signed a contract with a profile management company, and has earned good money from marketing. As an influencer, she has experienced receiving comments on her career choice, but she lives with that just fine. – I have taken great ownership of the influencer name. I can’t bear to explain away what I am here then. Øyunn Krogh is glad she entered the industry as a 24-year-old, and not as an 18-year-old. Photo: Sara Marie Broen / news – How is life as an influence then? – It is a comfortable lifestyle in many ways, but it depends on having good supporters and good management. At the same time, you have to constantly chase, and it is very stressful. The influencer is happy that she had work experience from “normal” professions before entering the industry. – There are certain situations where I wish I had a job that is not about me. It’s a delicate position to be in, but I’m enjoying it very much so far. – The development of the profile will increase Media researcher at the Department of Media and Communication at UiO, Vilde Schanke Sundet, believes that Krogh is smart in thinking long-term in the industry she is in. She believes that there has been a great development in the influencer profession, and sees that they get an increasingly large role both in media coverage and as popular marketers for companies. And she understands why. – Many young celebrities attract young viewers, they are good at delivering content and spreading it on the platforms where the young people are. In that way, they have important industry insight, she believes. Vilde Schanke Sundet studies the gap between media, politics and the public and is, among other things, an expert on TV concepts. Photo: UiO She believes that the use of influencers can be useful for the media houses, but there are many dilemmas, including those related to power, control and trust. One main question is who profits most from the collaboration – the profile or the media house. Although there are many indications that the influencer milieu will become larger, and that they will have great influence in the industry, Sundet warns against some pitfalls. – It is in many ways a vulnerable profession. For some, taking part in the TV-progTV program can be a way of establishing a more established media career where you get more legs to stand on. Øyunn Krogh in “24-star Christmas calendar”. Here together with Wanda Mashadi in a gingerbread house competition. Victory cheer after progressing in the competition. Will think long-term Krogh does not want to be an influencer all his life. Now she is focusing on gaining a lot of experience that can give her many opportunities in the future. – After all, I work with TV productions and get an insight into a great deal that would be valuable to an employer. Øyunn Krogh admits that the pursuit of being attractive in the industry is stressful, but she has become good at not comparing herself to others. Photo: Sara Marie Broen / news She is aware of which companies she agrees to, and it is important that they do something she can stand for. – The dream is not to publish advertisements for others. What’s fun is working with something that comes from my head. That’s what makes the money come in. That it is my idea, my thoughts. It is very rewarding. Øyunn Krogh is keen on vintage clothes. Here looking for used taxes on Fretex. Photo: Sara Marie Broen / news But the young influencer is open to whatever comes next. When asked which reality program she would like to join next, she answers this: – It is definitely “Shall we dance”. It would have been great fun for my own experience. – Would you have been ready to meet Merethe Lindgjærde on the judging panel then? – Haha, yes, now we’ve “caught up”, so it would probably have gone well. It would have been really fun, and definitely a childhood dream. Watch “24-star Christmas calendar” every day on NRK1 or news TV.
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– A job I don’t want for the rest of my life – news Culture and entertainment
