Fans might choose a heartthrob, but very often, it’s brands that solidify their It boy status. Following the seismic success of Heated Rivalry, Hudson Williams walked in a Dsquared2 runway show, while Connor Storrie became an ambassador for Saint Laurent and was seated in the front row of their show alongside Madonna and Charli XCX.
Actors who have had their heartthrob breakthrough have two distinct paths ahead: overexposure and mystery. Traditionally, Katz tells me that heartthrobs relied on teasing their fans with very few personal details, creating the space for them to use their imagination. “The more that they talk or let us know who they are,” he says, “the less we can fantasize about who we want them to be.” That changed with Heated Rivalry, where the show’s previously unknown leads were profiled and photographed by virtually every publication, with a media blitz that ranged from front-cam videos about skin care, surprise appearances at gay bars, and, for Connor Storrie, hosting SNL.
Ghanem thinks Heated Rivalry’s “more is more” publicity strategy was a “responsive” one. Social media drove the sudden, unexpected popularity of the show, while also allowing for a more immediate PR campaign. And a benefit to this approach was that it quickly helped each of the leads carve out a public persona beyond the show. Williams, in particular, achieved heartthrob status through his own personality just as much as the role of the shy hockey player Shane Hollander. In interviews, he had a goofy, silly disposition but was also able to get serious, like when he told Andy Cohen that he’d been receiving DMs from closeted athletes. This is important because any heartthrob hoping to have staying power has to be bigger than their breakthrough role, which is why their next move is often to play off-character.
