As premieres become top-shelf content in their own right, creators enlisted by studios to hype events carve out steady gigs: 'I went from literally working part-time for like $15 an hour to actually being able to pay my bills and pay rent.'
Chris Olsen, who has nearly 10 million followers on TikTok and almost 1 million on Instagram for his content focusing on celebrities and his daily life, has become one of Hollywood’s go-to influencer partners since he started using TikTok in 2020. Last year, Warner Bros. invited him to Cannes to do a paid partnership withand star Austin Butler, which became a viral video of Olsen traveling from Los Angeles to France to bring Butler a coffee on the red carpet.
Castrillo adds that brand exclusivity also is common. “If, for example, you have a promotion going on for HBO Max, you can’t advertise for a competitor within two weeks.” And when those clauses do exist, that’s worked into the payment: “Say, because you took one thing and then you had to turn down something else that would have made you money, you also have to negotiate pricing for that within their budget.
“If you bring out the right creators, you get the right people in the seats and buying the merchandise, and that’s ultimately the end of it,” Cole continues. “It’s still a business at the end of the day, so you want to have the right people there. The marketing seems to be very strategic and on point for the audience of the creators they’re inviting.”
Disney hand-selects all 20 creators in each cohort, looking for influencers with small but growing followings spanning fashion, food, art, travel and pop culture, both in and outside the realm of Disney fandom. They aren’t paid and don’t have posting obligations, and the program culminates in a Disney Creators Celebration at the Disney parks to put their lessons to the test.
Sabeen Faheem Minhaz, who is now in the program , adds that, as a Muslim woman, “seeing a big brand like that recognize that a person like me can be a fan, can be a creator, can be someone that they trust with promoting their creative spaces and their parks and their merch and items [is huge]. You can’t say you’ve ever seen someone who looks like me doing this before.”
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