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Rich Kids of the Internet: the Instagram account super-wealthy millennials pay US$2,000 to be featured on – set up by a teen student who grew up in a bungalow

If you got it, flaunt it – Rich Kids of Instagram has attracted well-heeled millennials wishing to show off their good life, for a price. Photo: Luxurylaunches

You may drive around in supercars, sip cocktails on a yacht and enjoy summers in The Hamptons, but are you really rich until you have been featured on the Rich Kids of Instagram account (@RKOI)?

Who could’ve imagined the viral IG feed – now called Rich Kids of the Internet and boasting more than 374,000 followers – was started by a simple-living, 19-year-old student studying at the UK’s Oxford Brookes University? That’s not even part of the University of Oxford proper.

James Ison set the Instagram account up in 2012 with two New Yorkers. The account had humble beginnings but is now one of the most sought-after places to be featured, fancied and followed by those who enjoy the most over-the-top displays of wealth and privilege online.

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Let us delve into some fun and interesting facts about 27-year-old Ison.

A helicopter in the background is very RKOI. Photo: Luxurylaunches

How it all began

One presumes that Ison is naturally a part of the ultra-rich social circles he profiles, champagne in one hand, caviar in the other, engaging in friendly banter and flashing a Rolex at sundown soirées. His reality was a stark contrast to the life he posted about – no wonder it all enthralled him so much. The creator of the Rich Kids of Instagram account grew up in his grandparents’ bungalow in Leicester, UK, sharing a bunk bed with his single mother. Youch.

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Sometimes size matters. Photo: Luxurylaunches

RKOI debuts in 2012

It all commenced with a viral picture of a US billionaire’s son. Ison posted a picture of billionaire Michael Dell’s son, 15-year old Zachary Dell, feasting on a buffet in a private jet. The post also ruffled a few feathers as Zachary’s angry parents spent about US$3 million a year on private security and his kids were undermining it by broadcasting too much information on social media.

Red sports cars are always a popular prop. Italian, naturally. Photo: Luxurylaunches

Featuring the rich and getting richer

Being featured on the @rkoi feed is a validation-of-sorts for millennials who splurge on everything from cars, designer garb, bags, watches and a lot of unpredictable ultra-expensive things (state-of-the-art wine cellars, LV minis for AirPods). The weirdest part? The ultra-wealthy actually cough up cash to be featured and fawned after, reportedly parting with up to US$2,000 to be featured.

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Even turquoise cars are good props. Photo: Luxurylaunches

Becoming a rich kid himself

Those posting fees aren’t the whole story, though with Ison soon propping up his bank balance further by diversifying his business with a concierge service, dubbed RKOI Concierge. The job includes everything from purchasing designer goods to organising holidays, flying a dog to join its owners on holiday, private dining at the Eiffel Tower and securing the elusive Dior Air Jordans. For bookings and related services Ison earns anywhere between US$3,000-US$16,000.

Also good to be seen on a private jet. Photo: Luxurylaunches

RKOI spin-offs

There are way too many rich kids on Planet Earth and not enough space on the OG Rich Kids of Internet account, which is why spin-off accounts began cropping up, such as Rich Kids of Turkey and Rich Russian Kids. Some started as satirical spin-offs but have gained massive popularity in an unironic way.

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RKOI now has its spin-offs. Photo: Luxurylaunches

RKOI on Netflix

If this happens then RKOI has truly arrived! Rumour mills suggest there might be a Rich Kids of Instagram Netflix series soon. For now, no firm details have been confirmed since the pandemic hit. Imagine how much moolah the millennials will pay to be featured on the world’s best-known streaming platform?

A rich kid with a face mask you won’t find in your local pharmacist. Photo: Luxurylaunches

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This article originally appeared on Luxurylaunches.

Social media

Set up in 2012, the account now has more than 370,000 followers, has been copied with numerous spin-offs, and creator James Ison is now expanding to provide an uber-luxe concierge service for flying dogs around the world to private dinner on the Eiffel Tower