The latest walkout likely will help turn established actors into TikTok stars — and vice versa
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The ongoing walkout of tens of thousands of actors and writers, Hollywood’s first double strike in 63 years, could have similarly sweeping ripple effects, by potentially eroding Hollywood’s institutional advantages and elevating a new generation of stars. Beyond Americans’ media consumption, YouTube and other platforms have lowered the barrier of entry for people wanting to make content themselves, from TikTok’s free video-editing tools to Twitch’s frenetic live streams. That creative competition has led to viral hits and marketing deals, turning what was once an online hobby into, for the lucky few, a million-dollar revenue stream.Article content
Hasan Minhaj joins SAG-AFTRA members on the picket line outside of Netflix and Warner Bros on July 21, 2023 in New York City.“If you are a content creator or influencer with any aspirations to become an actor or a writer in the future, now is not the time to take a job because the rest of us are on strike,” she said. Doing so is “considered scabbing, and it will hurt your career.”Article content
“We had over a million people watch each day for two hours. That was better than a lot of television,” he said in an interview. “I love that just because we’re in a moment where our industry is on pause, it doesn’t mean that we have to be on pause. We can make our own stuff.” Adam Rose, a TikTok star with more than 4 million followers who’s been a member of the actors’ guild since he was 9, said he and other creators have already turned down gigs promoting TV shows and movies during the strike and found the change of pace refreshing. “I’m able to devote more time to online videos,” he said, “because I’m not on set and I’m not working on-site for auditions and self tapes.
In an acknowledgment of the blurring lines between Hollywood and the web, the Screen Actors Guild-American Federation of Television and Radio Artists, known as SAG-AFTRA, allowed creators to join in 2021 through what was called the “influencer agreement.” “We’re producers, we’re actors, we’re editors, we’re everything,” he said in an interview. “This is a great opportunity for internet influencers to actually be a part of something that’s bigger and better.”
Unlike major studio productions, most creators work by themselves or in small teams, and their funding generally comes in small installments from ad deals, viewers or the platforms themselves. Many operate like independent media companies, planning and making content, tracking audience metrics and negotiating brand deals in hopes of competing in a crowded market.Article content
The most recent big Hollywood strike, in 2008, poured rocket fuel into the once-niche genre of reality TV – and, in some ways, the creator economy itself. By swapping professional actors for real people, those productions helped lay the groundwork for influencers by showing how even those outside the realm of mainstream celebrity could still capture audiences and command fame.
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