The Multi-Hyphenated Creator Era

While most people use the terms ‘creator’ and ‘influencer’ interchangeably, we’re entering an era where the boundaries between influencer and traditional celebrity or public figure are increasingly blurred. 

When we think of traditional celebrities, we think of accomplished musicians, television and movie stars – people who built the entertainment industry. A few years back, influencers garnered tons of flak for being invited to prestigious events reserved for the entertainment industry’s finest. Today, celebrity influencers are rewriting celebrity culture, or…is that still a long shot? 

These celebrity influencers are artists in their own right, crafting content that resonates with millions and building empires extending far beyond their social media presence. From UNICEF goodwill ambassadors to full-fledged business owners, let’s dive into the multi-hyphenated creator era. 

The Emma Chamberlain Effect

The 23-year-old YouTuber-turned-business-owner-turned-celebrity has gained the status of Gen Z’s cultural icon. From her daily vlogs during the early days to hosting the Met Gala, the influencer has rightfully earned her celebrity status. 

Emma Chamberlain first gained popularity during her YouTuber era. She became a creator who broke down barriers and addressed her followers in a sit-down style, raw conversation. People quickly became appreciative of her fresh and authentic take on content creation. So much so that her quirky personality took her to the red carpets of the Met Museum. A few years later, she started Chamberlain Coffee, now a $30 million business. 

Trolling His Way Into The Met Gala

Khaby Lame, the Senegalese-Italian influencer, became an overnight sensation without using any words. His silent mockery of those overly extra ‘life hack’ videos earned him the title of UNICEF’s goodwill ambassador this year. The 25-year-old was also at this year’s Met Gala, where he championed the theme ‘Superfine: Tailoring Black Style’ with BOSS. 

@khaby.lame

Arriving in style at the Met Gala with BOSS #beyourownboss

♬ original sound – Khabane lame

The Sidemen

This one needs no introduction. Seven friends who started off playing video games online now have sold out stadiums for their charity matches, Netflix documentaries, and reality shows. If you’ve watched any Sidemen Sunday videos, you’d know the group always has a herd of loyal fans at even the remotest of corners in the world. 

They’ve built their status as celebrity influencers from the ground up, keeping YouTube their home turf, and staying true to their brand after all these years. 

Martha Stewart but Make her Gen Z..?

Nara Smith, aka Gen Z’s answer to Martha Stewart (Disclaimer: this is just a joke), took the internet by storm when she started making everything from scratch, even chewing gum and skincare. Her questionable yet soothing videos made her more than a creator; she quickly became an expression. Making something from scratch? Are you trying to Nara Smith it? 

She created her nook on the internet with brands racing to capitalise on the buzz her cooking videos garnered. Even Marc Jacobs wanted in on that Nara Smith magic. 

@marcjacobs

The Tote Bag, made from scratch by @Nara Smith

♬ original sound – marcjacobs

Looking Ahead..

As we move into an era of AI everything, with AI influencers being a topic of conversation at panels, headlines, and brand decks, it’s tempting to think they might edge out their human counterparts. The appeal is clear: they’re polished, comparatively inexpensive, ‘brand safe’, and available 24/7. 

But while this debate is a lot more nuanced than it appears, one thing is clear: without the cultural context, emotional storytelling, relatability, and raw human imperfections, the debate isn’t as one-dimensional as it seems. Without these celebrity influencers and their knack for storytelling, we wouldn’t have communities united through the power of culture. Those sit-down style vlogs, hauls, get-ready-with-me’s wouldn’t be so etched in our minds. 

Written by: Avanii Thakur

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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