Are Digital Influencers The Future of Hollywood?

How one actress survived the pandemic by launching a boutique marketing firm for influencers

Like many people, I thought 2020 was going to be my year. A young actress and producer, I had auditioned for some big roles and was working on a project that I just knew was about to take off. I could feel my big break coming. In fact, on the evening of Wednesday, March 18 — just hours before the city went into lockdown and the world shut down — I was about to hit send on an email to a well-known actor for one of the leading roles in a script I was working on. 

But you already know what happened next. 

Stages shut down, production shuttered — and hundreds of thousands of actors, writers, set workers and creative artists were out of a job. The virus surged. By the end of March, there were more than 14,000 coronavirus-related deaths reported in Los Angeles. 

As the world shut down, I shut everyone out. Devastated, I went into survival mode, withdrawing from  friends, family and colleagues. Weeks passed. Hundreds of thousands more people died. My contacts dried up. I was lost. I wondered, is this the end of my career?

But then a lightbulb went off. Live streaming. 

I soon discovered that performing for friends and family via a live feed kept my creative juices flowing, and more importantly, kept my spirits and motivation high. Sure, I wasn’t on stage or set, but I was maintaining my craft. 

I then realized it wasn’t just me struggling to keep my career afloat. Many of my friends were experiencing the same thing. They had never thought of switching to non-traditional forms of entertainment. They didn’t even know where to start. And why should they? They had never thought of themselves as “influencers.” But, as a forward-thinking producer, I knew I could help. Everything from lighting, to sound, to performance and themes — I could coach it all. 

My mom was my first client. But then more came. My company, Creative Endeavors Artists [creativeendeavorsartists.com] was born. Before I knew it, I had renowned vocal coaches, performers and costume designers coming to me to get them started. I started working with brands to pair them with the right people to gain exposure. 

Here’s what I’ve learned. 

Anyone can do it, but it’s not for everyone. 

Absolutely anyone can become an influencer. It doesn’t matter what you look like or what you’re into. Really. Even if you think your interests are way too weird, or quirky or unique — I promise you, someone out there is going to think, “Oh my God, I do this, too.”  The ideal influencer candidate is someone who is willing to put in the effort and build up their brand and following. You need patience. Perhaps more than that, however, you need vulnerability, and the desire to want to share your intimate thoughts with a public audience. 

Your niche is of utmost importance

Don’t chase what you think is popular. Don’t try to be someone you’re not. People will see right through your inauthenticity. Figure out: What are you into? What do you genuinely love learning about? It can be  super specific. What do you spend hours thinking about or researching on the Internet in your spare time? That is your thing. Tech gadgets, fast food sandwiches, unsolved murder mysteries of the 18th century, whatever. If you’re still trying to figure this out, make a list of the top five things that you love to learn about. Then do some research. What are people talking about right now? Can you see an audience for this subject?  If yes, let that help guide your decision. Then dive in. 

Know that it won’t necessarily make you a star. 

When Internet influencers first started becoming a “thing,” it looked like the amount of followers a person had could determine their success in Hollywood. People started getting roles because of their social profiles. But it hasn’t exactly become the norm. (I mean, as successful as the Kardashians have become have you seen them earn any Academy Award nominations lately?) Sure, tons of followers may help you get noticed by the right people. But it won’t give you the proper training to instantly become an A-list celebrity. People still want to watch talented actors who hone their craft. But given the world we live in now, there is a future for follower count helping with success. We’re just still learning what it’s going to look like. 

It’s still work. 

Yes, it’s social media. Yes, it can be fun. But there are still concepts to be made, scripts to be written, editing to be completed. Look at Will Smith. With more than 50 million followers on Instagram, his engagement is off the charts. His videos are entertaining. He has a captive audience of followers. But that’s because there’s clear thought and an emphasis on production value that goes into all his posts. Just because you’re livestreaming from your apartment doesn’t mean you can skip lighting and set design. It will look different than a traditional set, yes — but a bad looking home studio is enough to turn people away. 

At the end of the day, it’s about relatability. 

No matter what the future of social media looks like, people will always want to watch and relate to other people. For centuries, people have been influenced by those around them — from ancient kings and queens all the way up to today. Until a few decades ago, you had to wait for People magazine to come in the mail. But now, anyone with a smartphone can find and get to know anyone online in a matter of seconds — from their living room. But that doesn’t change what it’s all about. People want to watch and learn from others who they admire. Who would you want to hang out with? Be that person.

As production picks back up, we’re yet to see how the pandemic will change Hollywood moving forward.

But one thing is for sure: The Internet isn’t going away.

ABOUT ADAYA:

Adaya Jaye is the CEO and founder of Creative Endeavors Artists. As a creative artist herself, she launched her company during the pandemic to support artists and brands as they adapt and thrive amidst continuing uncertainty. Today, CEA is expanding beyond their inner circle and actively developing long term influencer, brand and audience connectivity through influencer development, partnerships with sustainable brands, ambassador relationships with emerging social platforms and full service in-house productions. Learn more on their website.

Also on TheatreArtLife:

Digital Engagement for Theater Professionals

Artists Move Online: The Pandemic Creates a Generation of Internet Artrepreneurs