These days, it’s not uncommon to see Internet creators among celebrities and journalists on the red carpet at some of Hollywood’s biggest events.
As awards season winds down, a couple of viral exchanges between influencers and A-list stars have led some people online to ask: Why are influencers sought out for these events in the first place?
TV writer and former YouTuber Francesca Ramsey recently said, “It’s clear to me that a lot of influencers who get these opportunities haven’t done their homework and are just going for it.” TikTok video responding to conversation.
The controversy followed last month’s People’s Choice Awards, where “Barbie” actress America Ferrera was groped on the red carpet by TikToker Harry Daniels. Some online called her bit – she asked people to “choose between”has a gay son or that girl” — disrespectful. Daniels’ rep said she was “grateful” for the carpet opportunities the creator gave her, but declined to comment further on the video. A representative for Ferrera did not immediately respond to a request for comment.
The following weekend, creator Juju Green, better known online as Straw Hat Goofy, announced the popular “when your card is refused during treatmentmeme in a video from the Film Independent Spirit Awards carpet where he filmed “Killers of the Flower Moon” star Lily Gladstone. After that, the video was removed from TikTok, but many they built it into their critical responses. A representative for Green and Gladstone did not immediately respond to requests for comment.
Some industry experts say the criticism shouldn’t be about whether creators are eligible to participate in these events. Instead, the focus should be on whether the invitees are choosing the right creators for the job.
“I think choosing the right creator starts with understanding,” said Brandon Lentino, head of creative, content and experience at influencer marketing and talent agency Viral Nation. “What are they doing? What kind of content are they creating that makes us or any marketer believe that they can handle that red carpet or that moment with restraint?”
Creators have become an integral part of film, television and music marketing. Brands and studios regularly engage them to interview celebrities and artists for their social media content. Thousands of dollars can be paid by studios to promote projects, According to a recent Business Insider publication report.
According to Ramsey, the “gatekeepers” in Hollywood “look at the numbers, not the real talent and skills,” noting that having a large following on a social media platform doesn’t mean you’re well-equipped to interview people. red carpet.
Ramsey, who released her video after responding to Green’s carpet debacle, said she was able to develop a career in traditional entertainment after winning a YouTube and People magazine contest to interview celebrities at the 2008 Emmy Awards. However, he said it is very important for creators to be prepared before taking on such a role.
“If they don’t prepare, it does more harm than good to their careers and the perception of influencers as a whole. [is] When you tear them up and throw them on this big platform, they’re damaged and they’re obviously not ready,” Ramsey said in the video, who did not immediately respond to a request for comment.
Those behind the scenes said there was a strong argument for attracting creators because they had a built-in audience that could help generate more interest in Hollywood events.
“Creatives are part of the evolution of the red carpet and bring their own personal brand to their interviews,” Jeremy Lowe, vice president of talent and partnerships at Dick Clark Productions, said in an email interview.
Lowe said the company behind events like the Golden Globes, New Year’s Rockin’ Eve and the American Music Awards has a “dedicated team that works in tandem” with the creators who create the taps for the carpet.
“And if we’re not producing content directly, we meet with the creator beforehand to hear what they have in mind for the scope,” Lowe said.
DCP observed the celebrities and the audience as they saw famous creators conducting interviews on the carpet.
When Amelia Dimoldenberg, creator of the YouTube interview series Chicken Shop Date, hosted the 2023 Golden Globes red carpet, her interviews became an instant hit on social media. His flirty exchange with actor Andrew Garfield so did the headlines.
Lowe said Diemoldenberg “brings flavor to her red carpet interviews, resulting in content and celebrity engagement that you wouldn’t get from a regular media interview.”
Diemoldenberg declined to comment.
For the 2024 Golden Globes, DCP enlisted Recess Therapy—a brand known for its children’s advice videos. According to Lowe, his content garnered 50 million video views on Instagram and TikTok within the first 72 hours on the platforms.
Meanwhile, Diemoldenberg’s popularity caught the attention of the Motion Picture Academy. The organization behind the Oscars touched Diemoldenberg will be a “social media ambassador and red carpet reporter” for the 2024 Academy Awards on March 10.
“I’m also really excited to do something original and put my stamp on the Oscars, creating some really amazing moments and giving amazing interviews – some groundbreaking pop culture journalism coming up!” Diemoldenberg he said in his last interview On the Oscar website. “I hope so anyway.”