For Variety VIP+ subscribers: How the SAG-AFTRA strike catches creators in the crossfire — whether or not they’re members of the guild
But even non-union influencers — who significantly outnumber those who are members — have been conscripted into the bid to starve out Hollywood. SAG-AFTRA recently stated that non-union creators who promote a struck company could be blocked from joining the guild at a future date.
Supporting the union’s goals is important, but this aggressive stance from SAG-AFTRA poses a catch-22 for creators: If they accept promotional work with studios, they could lose out on future Hollywood roles. If they don’t accept the work, they lose out on immediate, sometimes significant earnings. Now influencers are reportedly getting paid tens — and hundreds — ofSmaller influencers might dream of becoming actors or writers, but for now their livelihoods rely on brand deals or sponsorships.
Creators need more clarity to understand the broader implications of the normal business activities in which they engage. Many influencers who negotiate inbound brand opportunities have little understanding of the current imbroglio between unions and the major media players, nor will they be made aware of how it could affect them by the studio, network or agency contracting them for the work.
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