Despite not being in the actors’ union, many content creators are passing up deals to promote films or TV because they don’t want to be barred from the guild or face vitriol. Hollywood strike leaves influencers sidelined and confused:
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But SAG-AFTRA, as the union is known, recently issued rules stating that any influencer who engages in promotion for one of the Hollywood studios the actors are striking against will be ineligible for membership. That gave Giulietti, who also acts and aspires to one day join the union, reason enough to decline the offer from Influential, a marketing agency working with Hulu.
The last time Hollywood’s screen actors and writers went on strike, social media platforms and the $5 billion influencer industry did not exist. The actors’ union began admitting content creators in 2021 and still has only a small number of them, but questions have quickly emerged around how the union’s dispute with the major Hollywood studios will affect popular internet personalities.
On the flip side, videos from creators about jobs and events that they rejected in solidarity with actors have racked up praise and views on TikTok. She said some influencers were being asked to turn down five-figure deals, and that “the majority of creators I’ve talked to about it feel it’s unfair that as nonunion members, they’re being included in this conversation.”
The reality for many creators is that they dream of someday achieving a level of fame beyond the smartphone screen, making the threat of blacklisting by Hollywood’s most powerful union an ominous one. “If I were to help the big studios amid this, I’m just hurting myself in the future, if that makes any sense,” he said. “Of course I’m not a part of it right now, but they’re fighting for basic rights, livable wages, not to have their AI likeness taken.”
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