SAG-AFTRA Launches Influencer Committee Amid Further Push Into Creator Economy

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Recognizing the changing dynamics in today’s media world, where influence and power are increasingly concentrated, SAG-AFTRA is boosting its initiatives to advocate for and assist influencers.

During a recent two-day meeting, the national board of the union collectively decided to establish a committee for influencers and digital creators. This decision was made public by SAG-AFTRA on Sunday, as they aim to broaden their presence in the realm of digital performances beyond branded content.

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At its latest two-day meeting, the national board of the union voted unanimously to set up a committee for influencers and digital creators. This was announced by SAG-AFTRA on Sunday, as they look to extend their reach into the digital performance sector beyond branded content.

The committee’s purpose is to act as a representative for digital content creators and influencers within the union, as stated by National Executive Director Duncan Crabtree-Ireland. During the recent theater strike, content creators and influencers showed strong support for our striking members, which Crabtree-Ireland highlighted. He mentioned that many of them agreed to adhere to the union’s 2023 guidelines by refusing work from companies involved in the strike. This, he believes, clearly demonstrated the close relationship and connection between the parties.

2021 saw SAG-AFTRA unveil an influencer agreement and waiver within its commercial contracts, opening a route for digital creators to become union members. However, these arrangements apply exclusively to work in the branded content sector, neglecting original creative content on platforms such as YouTube and TikTok.

Over time, Crabtree-Ireland acknowledged that as we aim to grow further, particularly beyond branded content, it’s crucial to establish a formal structure within the union. This would enable those who perform this work to collaborate and offer us valuable advice and leadership. The ultimate objective is to eventually empower the union to manage non-branded content directly.

Travel and lifestyle influencer Patrick Janelle, based in New York, has been appointed as the head of a newly formed organization. This group’s initial focus will be assessing the support requirements for content creators within the vast creator economy. In a released statement, Janelle expressed his view that there is a substantial gap to establish guidelines for this trillion-dollar industry and an opportunity to create robust infrastructure and beneficial resources for the talented individuals who are the backbone of this sector.

Janelle mentions that the committee will be composed of a variety of content creators active across all prominent platforms. “By pooling our diverse backgrounds and distinct viewpoints,” she explains, “we aim to construct practical resources, supply necessary tools, and establish industry norms. This way, we can offer substantial assistance to creators at different stages in their professional journeys.

As a gamer (or content creator), I can’t say for certain how many of my fellow SAG-AFTRA members are influencers, or those who primarily produce shortform content on digital platforms. However, it’s been estimated that thousands of union members have collaborated under the influencer waiver and agreement since they were introduced a few years back, as mentioned by Crabtree-Ireland.

Undoubtedly, the more than century-old union, known as the Screen Actors Guild (founded in 1933), along with AFTRA (established a few years later), recognizes influencers and their associated platforms as essential elements shaping their upcoming trajectory.

In regards to Janelle’s perspective, she believes the organization’s past successes can bring order to the chaotic landscape of work for digital platforms, often referred to as the Wild West. Putting it in her words, “I am convinced that with the backing of this esteemed organization, we can make substantial strides towards enabling creators to establish more secure, safe, and enduring careers.

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2025-04-29 04:54