Jamaican content creator Hauto is betting on the talent of his fellow social media personalities as he makes his film-making début with Rivalry, a crime drama that brings some familiar faces from TikTok into a new creative space.

Officially released on Wednesday, October 28, the film follows rival gangs battling for control of Kingston, with drugs, guns, and the criminal underworld fuelling a power struggle that soon attracts the attention of law enforcement.

But beyond the violence and high-stakes drama lies a bigger ambition for Hauto: To prove that the talent entertaining Jamaicans on their phone screens can make an equally compelling impression on film.

The project, which features TikTokers Swiiss Lee, Deeman, Emmy, Jakes, Jimbo Dee, and artiste Top Banks, among others, was initially conceived as a single full-length movie. However, financial constraints forced production to stop midway, prompting Hauto to split the story into two parts. With the first instalment completed, the team is preparing to move into production on the second.

TikToker Jakes takes on his role in the film Rivalry.

Despite the change in plans, Hauto believes Rivalry offers something fresh to the local entertainment landscape.

“Although some will say the topic and the themes are the same, you’ve never seen TikTokers take on film like this. This is us coming together as a community to showcase our talent beyond social media. The vibes, the energy, won’t be anything the industry has seen before,” he told the Jamaica Observer’s Splash.

The first instalment establishes the day-to-day operations of the rival gangs and introduces the players in their dangerous world. In the second, the conflict is expected to intensify as the rivals begin taking more aggressive action against each other.

For Hauto, the idea came together organically, with the writing flowing naturally once he began fleshing out the initial concept. Casting, however, required a more personal approach.

TikToker Swiiss Lee also appears in the film Rivalry.

Having spent years interacting with content creators on the app, he said he had become familiar with their personalities and individual strengths, allowing him to envision how they might translate to the screen.

“Most of the persons in the film are folks I see and communicate with every day on the app, so when mi get the idea, mi analyse everybody personality and mi know exactly what dem capable of, and that’s how I put all the roles together,” he explained.

While some of the cast members were initially shy in front of the camera, Hauto said they grew more comfortable as filming progressed and they became immersed in their characters.

“I saw it in them, it’s hard to explain, but what I envisioned came through,” he said.

African TikToker Deeman (left) is captured during a scene with an extra for the new film, Rivalry.

Working with a cast whose members have their own online schedules and commitments was not without its challenges. Hauto admitted that coordinating filming sessions and getting everyone on set, on time, could be frustrating. Nevertheless, he said their willingness to take direction and prepare for their roles made the experience worthwhile.

“They’re easy to work with and they follow instructions very well. When the cameras are rolling and you say, ‘Action!’ they’re ready. They know what they’re doing. They got their lines, learnt them, and they did well,” he said.

Hauto is aware that moving from social media to film may invite scepticism, particularly from those who question whether online personalities possess the acting ability required for a full production. His response is simple: “Give the project a chance.”

“Before you knock us and knock the project and say we talentless, give us a chance. This might shock you and you might actually see that the yutes dem have talent and all they need is a chance to show what dem capable of,” he said.

Behind the scenes footage from the film Rivalry, which was released on Wednesday, October 28.

That opportunity comes at a considerable personal cost. Hauto revealed that more than $2 million has already been spent bringing Rivalry to life, with the production financed out of pocket through revenue generated by the various media outlets he operates online.

It is a significant investment for a debut project, but one he considers worthwhile given his confidence in the cast and his desire to create more opportunities for Jamaican creatives.

“What I really want is for this to put us on the map, and for me to break new grounds in the creative industry. My plan is to become a young, Caribbean Tyler Perry. I want to start mass-producing local films using local talent,” he said.

The ambition builds on an interest in entertainment that dates back to his school days. Hauto recalled being the class clown, often using humour to get people laughing. He had also been creating social media content since high school, recognising early that entertainment was the direction he wanted to pursue.

Now, he hopes to turn that experience into something more expansive; moving from creating content for digital audiences to developing film projects that can sustain a wider creative ecosystem.

For now, Rivalry is being distributed independently, allowing the team to retain the proceeds from sales. Hauto said the possibility of approaching a distribution company to purchase the film’s rights could be explored in about a year, but the immediate focus is on getting the production directly to viewers.

The film is available for purchase at US$28.99 through southsideent.gumroad.com/rivalry.

“We took you off Netflix and brought you to TikTok and now you watch our streams. We’re taking you away again, but this time to a website to watch us in a different light,” Hauto said.

With Rivalry, he is hoping audiences will look beyond the online personae they already know and recognise a different side of the creators they have come to follow.

For him, the film is not simply a new venture, but the beginning of a larger plan to build a platform for local talent and expand the possibilities for Jamaican storytelling.