A new “creator house” is bringing the ‘College Gameday’ experience to the TikTok crowd

Labor Day weekend marks the beginning of college football season, and a media company with a sizable presence across TikTok, Instagram, YouTube, and Twitch has found a novel way to ring in the upcoming slate of games. Culture Media, which has evolved from a sneakerhead hub to an all-around sports channel for Gen Z and Gen Alpha, is touring some of the most storied college football venues in the U.S. as part of an initiative called the Culture College Tour.

Culture Media describes its college tour as a hybrid between a road trip and a creator house. Across a ten-week span, notable creators affiliated with Culture will visit big-time football schools, where they will hang with students, throw parties, and host tailgates before each week’s Saturday kickoffs.

The “creator house” aspect of the tour stems from its cast, setting, and format. At each stop on their itinerary, Culture College Tour participants will rent a house together, giving them a home base for their weekend of fun. Featured creators include TikTokers Elishiva and Frank Michael Smith, seven-footer Big Beau Brown, and O.G. Culture Media contributor Chase Young.

Cameras will be trained on the Culture College Tour crew at all times, turning each stop into an action-packed flurry of social media content. For the opening weekend of the college football season, the gang is in Clemson, South Carolina, where they’re already having a blast before the game has even started.

@culturemedia two seater🤣 @CultureCollegeTour @Brad.kraut #comedy #viral #clemson #foryoupage ♬ original sound – culture

“Everything is fair game at all times,” said Culture Media COO Sam Holland in a statement. “Everyone knows they’ll be on-camera 24/7. It’s all about how we can get 100 or so clips out each day.”

With its roving nature and its focus on football, the Culture College Tour has a lot in common with College Gameday, ESPN’s long-running, cross-country pregame show. As NIL dollars bring widespread interest to the world of college sports, Culture Media is betting that now’s the time to reinvent Saturday afternoon traditions for the short-form era.

But the growing interest in college-set content isn’t just about football — thanks to phenomena like Bama Rush, millions of TikTok viewers are living vicariously through the lives of today’s hard-partying teens and twentysomethings. That’s why the party aspect of the Culture College Tour — which includes pong tournaments, alumni trivia, and tailgate takeovers — is so important. College life is as trendy as it has always been in the world of entertainment, and for Culture Media, the promise of exciting football action is just the cherry on top.