Advertising festival Cannes Lions is launching its first Creator program this year, dedicated to influencers and social media content creators. This move shows how the creator economy has implanted itself in the advertising industry. But just how much?
The following is a transcript of the video.
Narration: Do you struggle to keep up with all the latest memes and internet trends?
Tania Bryer: Before 2020, Munya Chawawa was a relatively unknown comedian.
But that changed quickly, as people were forced to stay home, and inevitably spend more time online.
Chawawa’s news parodies and satirical characters on TikTok and Instagram made him a viral sensation – and some would even say, an influencer.
Munya Chawawa: The word ‘influence’ is quite interesting, because there’s a slight stigma attached to it. Some people sort of associate that word with a certain level of being vacuous or superficial. But if anyone refers to me with that term, I’m sort of thinking about …