SAG-AFRTRA actors strike against labor disagreements and AI.ICYMI: Hollywood has been actively striking for months — and they have a list of nuanced labor disputes. 

And while the core focus has been on actors and writers, where does this leave influencers and creators? 

We’re sharing everything you need to know about the strikes — from the key players involved to how it’ll affect those in the influencer marketing industry.

 

Why Did SAG-AFTRA and WGA Go on Strike? 

To say there’s been a lot happening regarding the SAG-AFTRA and WGA strikes is an understatement. Here’s a quick recap to bring you up to speed. 

 

Who Is Involved in the Strikes? 

 

When Did the WGA and SAG-AFTRA Go on Strike? 

The WGA writers have been on strike since May 2, 2023. 

SAG-AFTRA performers joined writers against the AMPTP on July 14, 2023.

 

Why Is the WGA Striking?

Points of disagreement include: 

  • Reduced residuals from streaming services 
  • Low wages 
  • Pushback against AI-generated writing tools 

 

Why Is the SAG-AFTRA Striking?

Similar to the WGA, many performers have drawn attention to: 

  • Pay disparities — especially with streaming services 
  • Lack of job security 
  • Concerns about AI-generative tools that can reproduce actors’ likeness 

 

How Many People Are Striking? 

At the moment, there are over 161K writers and actors picketing. 

It’s having a massive impact on Hollywood — sidelining many film and television productions — and is the first time since 1960 that both actors and writers have gone on strike at the same time. 

While the strike continues, they are forbidden from promoting existing projects, attending red carpet events, or representing their projects at award shows. 

 

What the SAG-AFTRA Strike Means for Influencers

SAG-AFTRA represents all kinds of performers and media creators — including influencers.

According to Goldman Sachs, this segment will be worth $480 billion by 2027, making it a valuable part of the industry. 

In 2019, SAG-AFTRA rolled out an agreement for social media creators who produced their own video or audio content. This agreement includes: 

  • Providing health insurance, pension plans, retirement benefits, and legal assistance
  • Negotiating sponsored content and partnerships deals with brands on influencers’ behalves
  • Preventing brands from editing creator content
  • Setting distribution limits to maintain creative integrity

 

Here’s how the SAG-AFTRA 2023 strike affects influencers: 

  • Content creators cannot work on new projects covered by SAG-AFTRA contracts. This includes TV shows, movies, commercials, and other forms of content.
  • Content creators cannot promote projects covered by SAG-AFTRA contracts on social media or other public platforms. This includes posting trailers, interviews, or behind-the-scenes content.
  • Content creators cannot attend premieres, awards shows, or other events related to projects covered by SAG-AFTRA contracts.
  • Content creators cannot participate in any activities that could be seen as supporting the studio or production companies involved in the strike. This includes making public statements in support of the studios or production companies or appearing in any promotional materials for their projects.
  • SAG-AFTRA has asked that influencers protected by the union avoid posting content on social media about a project that is owned by studios like Amazon, Netflix, Disney, and more — regardless of whether they are paid. The union has stated that creators who fail to respect this wish may forfeit their SAG-AFTRA membership once the strike is over.

 

With these limits, creators working on impacted projects will see their earnings decrease. 

Plus, with delayed project release dates, influencers working to build their careers may find it more challenging to get their foot in the door. 

Since the strike is ongoing, the uncertainty of future projects is called into question, thus having a long-term effect on income and opportunity. 

 

What the Strike Means for Future Media

The WGA and SAG-AFTRA strike is significant for so many individuals in the entertainment industry. While the reasons for the strike highlight the ongoing pay disparities, it also emphasizes job security concerns over AI production tools. 

This period of uncertainty currently has no end date — and it asks the question, how will future union measures protect their creatives from a repeat problem?

 

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