The SAG-AFTRA National Board voted to create an Influencers and Digital Creators Committee, taking another step towards bringing influencers into the world of television and film stars.
The move is the perception that social media is a place where more and more people get their entertainment, but is that a good fit?
Along with her 88 million followers, influencer Addison Ray appeared in the Netflix film He’s All That in 2021, becoming one of the first social media stars.
In the same year, SAG-AFTRA introduced an exemption agreement with influencers, allowing them to act commercially as a way to join the union.
Lifestyle influencer Patrick Janelle is currently helping the union attract more stars on social media.
Janelle leads the new SAG-AFTRA influencer and digital creator committee, combining two cultures: the union is already taking part in many ways.
SAG-AFTRA President Fran Drescher is a lifestyle influencer himself.
“There’s a landscape of vastly changing in entertainment and social media. “We’re talking about unions that really have the power and muscles to focus on issues related to influencers and digital creators, such as contract negotiations and fair compensation.”
Duncan Crabtree Ireland, executive director and chief negotiator of SAG-AFTRA, says the actor was standing while influencers were struggling and studio offers.
“This is a skill set where everything is connected and everything is all together, and it’s strongest when there is united and solidarity,” says Crabtree-Ireland.
Janelle says that by integrating, influencers like her can protect themselves from being used by the brands and companies they work for.
But entertainment industry analyst Wade Major says pairing makes economic sense, but the outcome may not be better entertainment.
“From a creative perspective that worries many of us,” says the Major. “You’re asked to cast someone into a film or TV series based on their talent or box office appeal, but based on the number of followers they have.”
Janelle says the union can provide health and pension benefits that many influencers currently don’t have. Regarding the potential influencer category at SAG Awards or Oscars, I say, “Sure, let’s do it.”
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