The recent strikes in Hollywood have had a significant impact on the movie business and have also given rise to reality TV. However, the current strike could have even bigger implications by turning established actors into TikTok stars and vice versa.
Striking actors and writers are now at the center of a major shift in the entertainment industry that could blur the lines between traditional and digital fame. As film and TV production comes to a halt, these creators, who already have a massive following on platforms like YouTube and TikTok, could fill the content void and potentially change the landscape of entertainment.
Studios and producers are desperately trying to recruit creators to create content, causing tensions over scab work and changing storytelling styles. At the same time, striking actors and writers are finding new avenues on social media platforms like Instagram, YouTube, TikTok, and Twitch, where they can experiment with new ideas and gain lasting followings independent of the traditional industry.
This strikes bears resemblance to the last major strike in Hollywood, which fueled the rise of unscripted content like reality TV shows. Similarly, this ongoing strike could erode Hollywood’s institutional advantages and give rise to a new generation of stars.
Creators used to see online virality as a means to break into traditional entertainment, but now they are making substantial income from sponsored content, merchandise, and subscriptions. This alternative source of income makes traditional entertainment, with its uncertain paychecks, less appealing.
While the entertainment industry is facing declining box office sales and advertising revenue, the online creator industry is booming. Analysts predict that the market will double in size over the next five years, driven by increased spending from advertisers and tech platforms.
Streaming services have overtaken cable and broadcast TV in terms of viewership, with YouTube emerging as the top streamer. This shift has lowered the barriers for individuals who want to create content, leading to viral hits and million-dollar revenue streams for some lucky creators.
If the strike continues for months, studios and streamers will likely turn to influencers to fill their release calendars. Traditional entertainers may also be nudged to become creators themselves, using social media to pursue independent projects and gain greater ownership and creative control.
However, there are concerns that some creators may undermine the strike by accepting deals from studios. Many writers and actors have taken to TikTok to warn against scabbing jobs during this time, as it could be seen as a betrayal to the striking community.
Nonetheless, the strike has led many in the entertainment industry to see social media as a lifeline and a way to monetize their creativity. Actors are reevaluating their options, realizing that their social media presence can generate more income than traditional acting gigs.
Overall, the strike in Hollywood has the potential to reshape the industry and further establish creators as influential figures in the entertainment landscape. Traditional entertainers may need to embrace social media and independent projects to secure a lasting audience and creative fulfillment.
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