Legacy media, like The Wall Street Journal, are hiring coaches to help reporters build personal brands. This mimics the success of social media creators who are displacing journalists on the press circuit for major celebrity and political interviews.
Initially naive about PR, creators now see celebrity appearances as transactional. Realizing they are being used for promotion, some have started charging movie studios and publicists for access to their audience, reversing the traditional media value exchange.
Creators argue audiences prefer content with accessible equipment in public spaces. This relatability fosters a sense of community ("I could be on that"), giving them an edge over polished, high-budget studio productions that feel distant to the viewer.
Influencers with massive reach intentionally reject interviews with top politicians like President Biden and RFK Jr. They view engaging in politics as a deviation from their entertainment-focused brand that could alienate their audience and jeopardize their income.
Unlike white male peers who avoid political topics to protect their brands, creator Ananiya Williams, a Black trans woman, points out this is a privilege. Her identity is politicized, meaning any content she produces is inherently a political statement.
Unlike traditional journalism, creators often give politicians editorial control. They provide a "courtesy edit" and admit that, legally, a politician's team could likely prevent the content from being published if they disagreed with the final cut, a major concession of creative control.
A power inversion is happening in media access. Politicians actively seek appearances on creator shows, known for softer content, while legacy news outlets struggle to get interviews. This highlights a strategic shift where politicians prioritize friendly mass reach over journalistic scrutiny.
While some creators debate the brand risk of hosting politicians, Ananiya Williams highlights a graver concern: physical safety. Confronting a figure like Donald Trump would make her, a Black trans woman, a direct target for violent extremists, a risk not equally shared by other creators.