Tosca Musk, Elon’s sister, has a business venture of her own — and it’s all about romance and female sexuality – CNN

by | Nov 20, 2022 | Business

Atlanta, Georgia
CNN
 — 

Tosca Musk strides onto the red carpet at a Regal Cinemas, statuesque in a white pant suit and glistening burgundy silk top.

A hush comes over a group gathered outside the theater’s doors. Some whip out cell phones and start recording her every move.

It’s a chilly October night in Atlanta, and the fans are here for the premiere of “Torn,” the second in a trilogy of romantic fantasy movies based on books by author Jennifer Armentrout. The group of mostly female fans range in age from their twenties to their seventies, and some flew in from Boston, Detroit and other cities.

This is a big night for Musk and her five-year-old streaming service Passionflix, the backer of the movie. It’s their first public film premiere since the pandemic started.

She floats from one group to another, chatting effortlessly with Passionflix’s superfans, known as Passionistas. Her older brother, Elon Musk, may be the most famous sibling in the family, but he’s not the only one who’s founded a company.

Musk, 48, is the force behind Passionflix, which adapts romance novels into movies and streams them to a devoted niche audience. Romance novels are the most popular genre of books in the United States, and Musk is tapping into that market with stories about sultry, powerful female leads and handsome men with chiseled abs. She directs some of the films herself.

“Passionflix focuses on adapting romance novels exactly as the fan and the author envision it,” Musk says in a separate CNN interview. “We focus on connection, communication and compromise – and remove the shame from sexuality, specifically for women, because it empowers women to both acknowledge and ask for pleasure.”

Her passion for romantic movies goes way back

Days earlier, on the set of a Passionflix movie, “The Secret Life of Amy Bensen,” Musk provides a few glimpses into life with her famous family.

Perched on a navy blue couch in a room tucked inside a warehouse in suburban Atlanta, she chooses her words carefully when asked about her older brother, who was on the verge of his Twitter acquisition.

The Musk children – Elon, Tosca and another brother, middle child Kimbal – were born in South Africa and spent time in Canada before coming to the United States. Their father, Errol, is an engineer and property developer, while their glamorous mother, Maye, is a model.

Tosca Musk attended film school at the University of British Columbia in Vancouver and moved to California after graduation. For three months, she worked for one of Elon Musk’s companies, Zip2.

“I realized every time I stepped out of the film world, I was just not happy,” …

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