The Emergence of the Arts Influencer

The term influencer may conjure up images of an attractive model on social media promoting an ingenious teeth whitening serum, protein powder, or up and coming clothing brand. Yet whilst this stereotypical image certainly exists, it does not necessarily reflect the true nature of the world of influencers. Influencer marketing has stretched to countless other fields including lifestyle and homecare platforms, food and cooking blogs, and even websites centred on the creative arts, amongst other contexts. Particularly as the world operates under varying stages of lockdown and gradually adapts to this “new normal” under the current global health pandemic, eyes are glued to the world of blogging and social media now more than ever. With global audiences consuming more entertainment content throughout the pandemic, the arts influencer holds a power and rich audience range on their platforms, emerging as vital collaborators in the world of influencer marketing. Research has continued to showcase performance marketing as a force increasing profitability and efficiency of businesses with the arts influencer now an essential part of this.

Utilising Arts Influencers

The arts or entertainment influencer covers a wide spectrum of content with platforms centred on film, television, theatre, live music, and general music news to be found. Utilising arts influencers as a means to promote new musical content is a beneficial method for performers to reach new audiences and have their work celebrated or reviewed in a professional context. With countless arts influencers having an established readership, up and coming musicians, songwriters, and performers have access to an audience of millions by tapping into the power of arts-centred influencer marketing. Emerging artists have often voiced their frustrations to us regarding their struggle to find platforms to share their musical content, however armies of music listeners, critics, reviewers, and promoters – and their substantial audiences – can easily be accessed through influencer marketing networks.

All areas of the world of art and performance can benefit  gaining added exposure by utilising influencer marketing. Independent films can reach global audiences, building up hype and anticipation before release. Short films can reach their desired audience and gain critical backing in a professional context – increasing the likelihood of film festival attention. Artists and playwrights suddenly have the power to have their work targeted to a relevant audience who may otherwise be unable to find it in our content heavy world.

Arts Influencers Becoming the “New Normal”

The COVID-19 pandemic has changed the fabric of our society, altering all facets of our daily lives. Brands are facing a vital need to be creative and sensitive in the way in which they utilise influencer marketing – particularly as unemployment and furlough schemes take hold across the globe. One of the worst hit industries is the performing arts sector, with live music venues, theatres, and clubs across the world closing their doors, many clinging to survival. Staff working in these venues and arts hubs are now facing uncertain futures, whilst similarly artists who would be able to showcase their creativity and material in these venues now lack a major outlet in which to perform.  With one means  of reaching an audience now stripped away, this leaves a vital role for the arts influencer in the survival of the performing arts.

Supporting artists and brands reach an audience through their platform and social media outreach allows influencers to help keep the arts alive, promote fresh new voices, and write passionately about subjects which they believe in.

Whilst live performing arts venues unfortunately have to hit the pause button, the power of arts influencers is an essential way to keep the creative arts afloat and keep the dreams of artists achievable in these uncertain times.

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