What the Hollywood Strike Means for Creators and the Impact on the Creator Economy

SAG-AFTRA

Hollywood is witnessing its first joint strike since the 1960s. The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) united with the writers' strike, taking a stand against major companies like Amazon, Apple, Disney, Netflix, Paramount/CBS, and others, represented by the Alliance of Motion Picture and Television Producers (AMPTP). Their united efforts are focused on improved wages, fair streaming revenue, protection from AI, and more.

Influencers Face Specific Guidelines During the Strike

As creators have been able to join the 160,000-member union since 2021 thanks to the Influencer Agreement, SAG-AFTRA released an FAQ for influencers. It offers insights into how creators can show support for those on strike and outlines what they can and cannot do during this time.

Here is an overview:

• Creators may engage in brand partnerships but must avoid work promoting struck companies unless they are already under contract.

• Promoting any struck companies, even in unpaid capacities like being a "fan," is prohibited.

• Attending conventions like Comic-Con to promote struck companies through appearances, panels, and fan meet and greets is not allowed. However, independent attendance without association is permitted.

• Creators involved in cross-promotional campaigns with struck companies should seek specific guidance from SAG-AFTRA.

A notable highlight of the FAQ is that non-members engaging in work for struck companies during the strike will be permanently ineligible for future SAG-AFTRA membership.

Companies Turn to Digital Creators Amid Talent Shortage

Studios are grappling with limited access to traditional talent. In response, they are turning their attention to digital creators as a potential solution to fill the talent gap. It echoes the approach the National Football League (NFL) took during its 1987 strike, where the league continued playing games with "replacement players.”

Opportunities and Dilemmas for Creators

Creators are being approached to assist in promoting upcoming releases and even take on on-camera roles. While this presents an enticing opportunity, creators should carefully consider the potential long-term impact on their careers. This is especially true for creators aspiring to transition into Hollywood, as accepting opportunities with struck companies could have lasting repercussions, given SAG-AFTRA's significant role in the movie and film industry. It could also strain their relationship with their audience and fellow creators who support the strike.

Navigating Content Creation

Content creators focusing on movie and TV-related content, such as reviews, breakdowns, commentary, reactions, and cosplay, are also facing crucial decisions. They must weigh the options of maintaining business as usual, exploring different content themes, or temporarily halting their activities.

To Stand in Solidarity or Not

Whether creators choose to support actors and writers in their strike efforts depends on their unique situations. Factors such as how creators perceive their work in relation to the entertainment industry, their future aspirations, and their financial circumstances play significant roles in their decisions. For some creators, the opportunities they receive during this time may be ones they never get when the strike ends, which also makes things even harder.

A Path Towards Creator Unions: Addressing Fair Pay and AI Concerns

As the strike highlights issues of fair pay and concerns over AI's role in entertainment, more creators may consider forming their own unions, addressing similar challenges faced in the creator economy.

Influencer pay remains a significant discussion point, while the rise of AI hints at an imbalanced relationship between creators and brands. Brands are starting to turn to AI-powered content generators and virtual influencers for content creation and promotion, potentially sidelining human creators in the process. In the short term, creators, in the absence of robust creator unions, will need to be savvy with their contracts, such as specifically addressing the usage of their likeness or content with AI to prevent brands from overusing it without fair compensation.