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SAG-AFTRA Expands Support for Influencers in the Digital Era

Acknowledging the Changing Media Landscape

In recognition of the evolving dynamics in today’s media environment, SAG-AFTRA is intensifying its initiatives to represent and support influencers. The traditional balance of power is shifting, reflecting the growing prominence of digital content creators. Understanding these changes, the union is poised to adapt and enhance its representation strategies.

Formation of the Influencer and Digital Creator Committee

During its most recent two-day plenary, SAG-AFTRA’s national board members unanimously voted to establish an Influencer and Digital Creator Committee. This significant decision underscores the organization’s commitment to expanding its presence in the digital performance arena beyond simple branded content. The move aims to create a more inclusive space for influencers, who are becoming integral to media representation today.

Serving as a Voice for Creators

According to national executive director Duncan Crabtree-Ireland, the new committee is designed to amplify the voices of digital creators and influencers within the labor group. “During the theatrical strike, creators and influencers stood in solidarity with our members who were striking,” he states. By adhering to the union’s 2023 guidelines and refusing work from companies that were on strike, these creators demonstrated their commitment. This collaboration highlighted an existing bond and emphasized the importance of integrating influencers into SAG-AFTRA’s framework.

Expanding Opportunities Beyond Branded Content

In 2021, SAG-AFTRA introduced an influencer agreement and waiver as part of its commercial contracts. This initiative opened the doors for digital creators to join the union, but it primarily catered to those engaged in branded content and did not extend to original creative material on platforms like YouTube and TikTok. As the digital landscape evolves, the need for a more comprehensive agreement has become clear.

Crabtree-Ireland articulates this need, stating, “If we’re going to continue expanding, especially beyond branded projects, we must establish a formal structure within the union. This will enable members engaged in diverse forms of digital content to collaborate and guide us in creating relevant policies.” The ultimate goal is for the union to develop coverage for non-branded content, securing fairer pathways for creators.

Leadership and New Standards

Patrick Janelle, a New York-based travel and lifestyle influencer, has been chosen to chair this new committee. Janelle aims to assess support needs for creators, expressing, “There’s a crucial need to establish standards for this multi-billion dollar creator economy, as well as the opportunity to lay down meaningful infrastructure to support the foundational talent.” His focus on building strong industry norms reflects an understanding of the challenges faced by digital creators.

The committee will feature a diverse range of creators operating across all prominent platforms. Janelle emphasizes that “with our collective experiences and unique perspectives, we intend to craft tangible tools, provide resources, and establish industry standards. This will offer much-needed support to creators at different career stages.”

The Union’s Representation of Influencers

Although SAG-AFTRA does not have precise figures on the number of influencers among its approximately 160,000 members—especially those who focus on short-form content—it is evident that thousands of union members have benefited from the influencer waiver and agreements introduced in previous years.

The nearly century-old union, originally founded with the Screen Actors Guild in 1933 and AFTRA a couple of decades later, recognizes that influencers, along with the platforms they utilize, are vital for its future direction and equity.

Regulating the Digital Landscape

Janelle believes that SAG-AFTRA’s extensive experience can significantly influence the increasingly unpredictable nature of work across digital platforms. He asserts, “With the backing of this esteemed organization, I am confident that we can make substantial strides in ensuring that creators can build stable, safe, and sustainable careers.”

How AI legalese decoder Can Assist Influencers

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