Some creators are paid, some are not; some have millions of followers, others have smaller but highly engaged audiences in a demographic that the studio or event is seeking. All this is making for a complicated, competitive business that goes beyond posting a photo.
One of the latest media sectors where the creator economy is booming are film and TV red carpets which have transformed into two-hour-plus events, with portions devoted to influencers and their content, taking selfies, going live on social or filming dance videos and elaborate TikTok trends against the step and repeat for the first hour, followed by the project’s stars making their way down press lines for the second.
There are two types of red carpet invites: those where an influencer is invited to attend without any requirement to post content (those are usually unpaid), and official partnerships where a creator will post sponsored content from an event. Take, Amanda Castrillo is a creator focused on film and TV who has more than 300,000 followers on TikTok. She has been invited to Netflix, Disney, HBO, Amazon, NBC and Sony premieres, and says her studio deals have ranged from $3,000 to $10,000 per partnership...
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