Courtney Adamo’s subtly saturated life has drawn over 250,000 Instagram followers—and they all want to know her secret
Courtney Adamo’s minimalist, Shaker-style kitchen is gorgeous, but you already know that if you follow her. The house—one of the first built in the historic town of Bangalow, New South Wales—might just be the most overexposed house in Australia.
A year or so later, Courtney, Michael, and their first four kids sold the house, the car, and many belongings, and embarked on a “family gap year” around the world. Adamo kicked off the voyage with a farewell piece in theand the launch of her travel blog, Somewhere Slower. Then, after a highly publicized, lightly sponsored 18-month global search for the slow life , they alighted in Byron Bay, Australia.
The GPS tells me to take the exit at the roundabout onto Hinterland Way, which isn’t quite as remote as it sounds. I’m following the Adamos’ dented white Kia to Wategos Beach. The van, driven by Michael, is packed with children and surfboards. I’m driving 50 mph on the wrong side of the twisty, potholed road. I’d feel like Hunter S. Thompson if I weren’t sober and wearing my seat belt. We arrive at the beach, and 30 minutes later I find a place to park.
Winchester had a personal account before starting her business, and then when she started it, she just changed the name, “so it’s always been a fusion of personal-slash-business.” Edwards doesn’t have a brand, but she does have three girls, and she’s doing some work for the music festival Splendour in the Grass. She was born in a town called Main Arm, just inland from Byron. Her parents split up when she was young, and her mom, “one of the original female surfers,” who surfed competitively, rented a little house on the beach and worked at a health food store. Sometimes, they got government assistance.
“We make jokes about Instagram,” Callan says. “My school friend is coming down from Brisbane on Friday, and she’s like ‘I better get my linen ready!’ I’ve got lots of friends in other cities that ask me, ‘Is Byron always like that? Do you all just wear linen and hang out with your kids and eat food and have picnics with your baskets?’ It’s not like anyone’s pretending. We do spend a lot of time with all the kids, obviously.
“Are [the influencers] responding back to fans? Are they getting comments? That’s a big deal for brands,” says Lisa Jammal, CEO of Social Intelligence Agency, a social media agency based in L.A. The mom-influencer niche is oversaturated, but Jammal estimates that someone like Adamo would make $15,000 to $20,000 a month if she were doing two or three campaigns on a monthly basis. Adamo, whose last nine posts included three sponsored ones, says she makes nowhere near that much.
The e-course was launched with a promotional video, a gauzy montage of Adamo and her family walking to the beach, surfboards in tow, on a trail under a canopy of trees. It’s a soft-focus parade of braids, straw hats, linen pinafores, overalls, and crisscross straps against some soaringly inspirational jingle with a Brazilian vibe.
“I do agree that when you have a big following, you are responsible for creating an authentic vision,” Adamo adds. “Not that I’m putting the blame back on the person. But if you’re seeing someone’s life and their beautiful home, and their perfectly dressed kids, and it’s making you feel inadequate, then don’t follow that person.”neighbor, Claire Alexander-Johnston , decided to take a five-month mental health hiatus from social media.
I ask how she gets her kids to wear what she wants them to wear, partly because my 10-year-old hasn’t worn what I wanted her to wear since she was two and a half. Winchester moved here from Sydney eight years ago because she wanted her kids to have “an old-fashioned lifestyle,” she says. “That’s why I send them to Steiner school and all that”—no tests, no tech—“trying to slow them down in such a fast-paced world.” Sometimes she regrets not separating her personal Instagram from her business account, she says. Adamo looks at her in amazement.
“They already have an audience,” Hana says, “and they go, ‘Oh, we’re doing this as well!’ Whereas we waited until we had everything…and then we were like, ‘Here’s our Instagram!’ ” They laugh. On the flip side, she has noticed that when you log off Instagram, your invites can really take a hit. “A lot of stuff in this town is like, ‘Let’s do something at The Farm!’ So-and-so is there giving out free somethings, all your girlfriends are going…. The thing is, there isn’t anywhere else to go. There are, like, three places. It’s just a small town on the east coast of Australia. You’ve been here. There’s not a lot going on.
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