Tosca Musk rocks a livestream with romance-focused PassionFlix

Whereas the CEO of Tesla Elon Musk, The world’s richest individual, dominates headlines together with his $44 billion takeover of Twitter, amongst different matters, his sister, Tosca Musk, owns her sister by creating PassionFlix.

Tosca Musk

PassionFlix CEO Tosca Musk (Nolowen Cefuentes)

It was based in 2017 by Musk and her good friend Gina Banipianko and Joanie Kane broadcast service It affords women-driven content material based mostly on romance novels, a class that Musks says was “fully ignored” by the trade previous to its launch.

“When 50 Shades of Grey did an exceptionally good job, they’d be like, ‘Wow, everybody watched 50 Shades of Grey,'” Musk advised FOX Enterprise. Let’s make Quick and the Livid 7″.

And you are like, ‘Okay, however everybody watches 50 Shades of Grey, so cannot you create extra female-driven content material or romance novels? “And that was not the course the overall trade needed to take.”


Musk says PassionFlix was spot on Embraced by romance lovers Who had been able to register earlier than its launch. She declined to supply particular information on subscribers however famous that PassionFlix’s base grew 53% in 2020 and 73% in 2021.

To this point, the corporate has raised just below $22 million from traders. Notable traders who helped fund PassionFlix early on embrace tv producer Norman Lear, his spouse Lynne, angel investor Jason Calacanis, and her brother Kimbal Musk. She declined to verify whether or not Elon had additionally invested.

If you happen to reply this query, Everybody says Elon paid for it If you happen to say he did, and for those who say he did not spend money on it, then you definately would say he would not assist me and would not suppose it is a good suggestion, stated Tosca Musk. So I am unable to reply the query – a double-edged sword – so I will not.

“However I’ll say that my household could be very shut, very supportive. Any questions I’ve, I can go to any of my members of the family, and they’re very pleased to assist me, which is absolutely nice. I’m very fortunate. From that means.”

As we speak, PassionFlix is ​​out there in 150 nations for $5.99 monthly by means of Our web site Plus iOS channels, Google Play, Roku, Amazon Prime, Comcast, Cox, Vizio TV, and most good TVs. Along with displaying unique motion pictures and TV reveals, PassionFlix continuously cycles by means of numerous licensed content material that’s rated on a so-called “dangerous manners scale,” starting from “Oh So Vanilla” to “NSFW” – not secure to work with.

Elon and Tosca Mask

Elon and Tosca Masks (Patrick T. Fallon/Bloomberg by way of Getty Photos/Getty Photos)

Tosca didn’t talk about Twitter’s cope with Elon, however expressed confidence that it could do an “wonderful job” to enhance the social media big’s person expertise if the acquisition had been profitable.

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“He has an excellent understanding of issues simply on the whole, and I am excited to see what he’ll do with it,” she stated.

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Because the CEO of PassonFlix, Musk wears many hats, together with majority and government directives to producing all the unique service. Motion pictures, TV collection, writing Rewriting scripts, timing colours, arising with concepts for merchandise and occasions and even conserving firm accounting so as.

Though it took longer than her brothers to discover a foothold, she developed an identical fashion of entrepreneurship.

We take numerous dangers, however they’re calculated dangers. She careworn that I love to do issues in a different way. “Simply because it hasn’t been performed earlier than doesn’t suggest it might’t be performed nor does it imply it should not be performed.

“I actually love sharing with the folks concerned and my PassionFlix followers, and I feel it is the identical with my brother’s work,” she provides. “I feel we are able to get folks very concerned and excited concerning the issues we construct. It undoubtedly helps me keep motivated for the work I do.”

On Might 6, the corporate held its first PassionCon occasion, a three-day fan occasion that marked the premiere of season three of “Pushed,” which revolves round a form, resilient girl who falls in love with an evil race automobile driver. .

Tosca and Mai Musk at PassionCon

Maye Musk and Tosca Musk attend the Passionflix Season 3 premiere through the first-ever PassionCon on the Ritz-Carlton, Marina del Rey on Might 6, 2022, in Marina del Rey, California. (John Kopaloff/Getty Photos/Getty Photos)

Moreover, PassionFlix sells T-shirts, hats, mugs, consuming glasses and $35 bottle of wine It is known as “Toe Curling Yumminess.” PassionFlix plans to launch 4 extra bottles of branded wine within the coming years.

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Though main streaming gamers similar to Netflix and Starz have made diversifications of “Bridgerton” and “Outlander,” Musk doesn’t contemplate them to be opponents.

“I am an enormous supporter of anybody who adapts romance novels,” she stated.

Netflix lately skilled its first subscriber loss in additional than a decade, which it attributed to elements together with Sharing the account amongst greater than 100 million householdscompetitors with different streaming companies, sluggish financial progress, inflation, the Russian invasion of Ukraine, and the continuing turmoil from the COVID-19 pandemic.

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Musk says PassionFlix would not face the identical challenges with subscribers.

“The romantic group could be very sturdy and really loyal, so we do not have the identical points as Netflix as a result of we’re not lots of of tens of millions of subscribers,” she stated. “On the finish of the day, Netflix has to do every part for everybody, and so they’re doing an excellent job at it. In some unspecified time in the future, there must be a slowdown in progress, and that is inevitable.”


When Musk was requested about the way forward for PassionFlix, she stated it’s Open for public subscription or merger.

“IPOs are at all times an possibility and definitely one thing very enticing to lots of my traders. It would not entice some others who wish to see us promote,” she stated. “So I feel if both of these two choices come up and make sense for us, we’ll discover each.”

She joked that she had alternatives that she was “excited to discover additional” however declined to enter particulars.

Finally, Musk hopes that PassionFlix will result in extra optimistic content material creation.

“I feel it is vital for us to focus, now greater than ever, on optimistic content material as a result of once we begin pushing out all that damaging content material, I feel folks study from the mediaAnd we’ve a chance as filmmakers to supply a optimistic outlook on life, she defined. And I actually hope that is what PassionFlix offers folks.