The Rise of Influencers and the Influence of LA
It’s no secret that the digital media landscape has shifted dramatically in recent years. The power now lies in the hands of a select few influencers who dominate platforms like Instagram, TikTok, Spotify, and YouTube. Even the mighty entertainment industry has fallen under their spell. This phenomenon is at the heart of Taylor Lorenz’s captivating new book, “Extremely Online,” which explores the allure of fame and the desire to perform for a living. It also delves into how companies profit off these base impulses and encourage individuals to commoditize their personal experiences. But at its core, this is a story about Los Angeles.
“The entire content creator industry is based in L.A., and really emerged from L.A.,” Lorenz explains. “Let’s not forget that the first platform that launched the influencer space was Myspace, and that was based in L.A.” In fact, Myspace, the revolutionary social media network, originated from a small group of employees working for the marketing firm EUniverse in L.A. This is a key theme in Lorenz’s book – the internet we know today was as much shaped by its influential users as it was by the creators and businesspeople who built the digital infrastructure.
When people criticize the current state of the web, citing algorithms that incentivize wild behavior and companies prioritizing engagement and profit over quality and public advocacy, they overlook a crucial element – the individuals driving this engagement. These creators, as Lorenz emphasizes, are predominantly based in L.A. If the engineers in Silicon Valley built the internet’s body, then Los Angeles is its beating heart.
“I spoke to content creators for this book that said that they felt like until they moved to L.A., they weren’t a real content creator,” Lorenz reveals. “I think that this is because, despite the fact that people think of the rise of social media as synonymous with Silicon Valley, as I argue in my book, these platforms are very heavily shaped by users, and specifically power users — content creators.”
While the story of aspiring artists flocking to Hollywood in pursuit of stardom is a storied cliche, it is also an undeniable reality of how the local economy operates. These dreamers are a latent and highly valuable resource for platforms seeking to tap into their talent. Since Myspace’s inception, L.A. has not only supplied an abundance of creative talent but has also established a sophisticated pipeline to connect these individuals with the latest social media platforms.
In 2009, the first “content house” was established in Venice Beach to accommodate full-time creators making videos for platforms like YouTube – a harbinger of things to come. As these creators amassed followings, talent agencies and independent media companies emerged. While this development has been a double-edged sword, Lorenz highlights that the influencer economy has given marginalized voices, such as beauty bloggers catering to women of color, a platform they were previously denied.
The influencer economy in L.A. is now projected to be worth half a trillion dollars in the coming years, a staggering statistic that showcases the industry’s potential. Lorenz argues that while many believed the future of media lay with companies like BuzzFeed and Vox, the true future is being forged in L.A., where a robust ecosystem of creative talent is reshaping Hollywood.
But with this newfound success comes its own set of challenges. Lorenz discusses rampant burnout among creators who work tirelessly to produce content for their fans. Mental health issues and scams are also prevalent in the influencer economy. Children are particularly vulnerable, with some as young as 13 being exploited for content creation. Lorenz commends SAG-AFTRA for recognizing this issue and implementing protections and benefits for creators through their Influencer Agreement.
Lorenz cautions against dismissing the influencer economy as mere selfies and silly videos. She emphasizes that it involves real creative labor and highlights the efforts taken by the Hollywood labor ecosystem to recognize this. While the influencer economy may still be enigmatic to many, it is an undeniable force in both cultural and economic spheres. Lorenz’s book not only sheds light on this new frontier but also examines its complexities and implications.
Ultimately, the story of the internet’s evolution does not just center around Silicon Valley; it runs right through Hollywood.
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