Brands now prefer 100 amateurs with 10k hyper-engaged followers over one celebrity with 1M passive followers.
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: There is a growing trend toward content that feels authentic and lived-in, moving away from traditional high-budget studio productions toward amateur-driven media.
The rise of amateur creators is having a profound impact on popular media. Traditional entertainment outlets, such as TV networks and movie studios, are no longer the only gatekeepers of content. Amateur creators are bypassing traditional channels and going directly to their audiences, disrupting the traditional entertainment business model. Brands now prefer 100 amateurs with 10k hyper-engaged
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