Duncan Crabtree-Ireland, SAG-AFTRA’s national executive director and chief negotiator, is determined to make the most of the strike by attracting more online creators to join the guild. This strategic move is not only for the current walkout but also for future labor disputes involving technology giants like Apple and Amazon, who have a foot in both traditional entertainment and the creator economy.
In 2021, SAG-AFTRA opened its doors to creators through the “influencer agreement,” allowing them to become members. Recently, the union advised creators to turn down any work promoting “struck” companies or content. Nonunion influencers who choose to work for a targeted company during the strike will not be eligible for membership later on.
It remains uncertain how many influencers have joined the union thus far, as reported by The Washington Post. However, Crabtree-Ireland emphasized the increasing talent and skill required to succeed as a content creator. Whether it’s through more traditional platforms or newer formats like YouTube, TikTok, Reels, or even movies, the key lies in the unique element of human creativity that each creator brings to the table.
