September 20, 2024 (Updated )
Back in February 2024, the Dune: Part Two press junket sparked a fiery debate on X (formerly known as Twitter) that has become all too familiar: should content creators and influencers really be the ones interviewing actors and artists about their craft?
This debate resurfaces every time a seemingly silly or unprofessional question is asked during an interview — like when Harry Daniels, a TikToker with 1.4 million followers, asked celebrities like Halle Bailey and America Ferrera if they’d prefer “a gay son or thot daughter.” Many journalists took to the social media platform to share their frustrations about the tasteless questions being asked by social media stars who, to put it simply, could not read the room.
“Journalists are out here in the trenches,” wrote one frustrated reporter. “We’re battling weekly rounds of layoffs, abysmal wages and pay rates, fighting disinfo at every corner. And now TikTokers with no tact or media training whatsoever are set free to harass celebrities.”
With press junkets being a crucial opportunity to promote films and shows, engage fans, and provide context for entertainment lovers, the rise of content creators and social media influencers in these spaces has raised significant questions about the future of traditional journalism.
At the same time, many established entertainment editors and film publications found themselves sidelined at the Dune: Part Two press junket. Staff at i-D, Letterboxd and Empire vented their frustrations at not being given access to the cast, noting that influencers such as Sam Thompson, best known for his time on Made in Chelsea, were given priority. Many felt his superficial questions about the on-screen kiss between Timothee Chalamet and Zendaya highlighted inexperience and a lack of depth.
For many journalists, this is emblematic of a wider trend of being overlooked for the opportunities to interview artists and actors, with many questions if they’re being pushed aside because of their ability to ask more meaningful and hard-hitting questions. Thomas Hobbs, a freelance journalist with bylines in Billboard, Dazed, NME, and more, agrees it has a “particularly harmful effect on film journalism”.
Speaking to Journo Resources, he explains: “I’ve heard a lot of peers struggling to get time with actors and directors, with YouTube content creators and broadcast radio presenters tending to be prioritised. This is because they tend to do more performative, joke-based chats, which aren’t built on forensic questioning.”
However, Thomas points out that this trend is not limited to the film industry. In the music world, a similar pattern is emerging: “A lot of rappers will prioritise podcast appearances by former MCs because they know it will be easier and not too challenging — there’s always the chance to edit out the bad stuff,” he notes.
Journalists who dedicate considerable time and effort to researching their subjects often find themselves at a disadvantage compared to content creators and influencers, the prioritisation of which often leads to a proliferation of surface-level content. Thomas points out that questions like “Do you like sandwiches?” or “What’s your ideal first date?” may entertain but do little to explore the subject’s artistry or career. This shift towards more trivial content can overshadow the importance of serious journalism, which aims to provide context, depth, and a greater appreciation of the subject’s work.
But, is it really such a black and white debate when it comes to both questions and audiences? Many content creators and influencers have become celebrities in their own right, and audiences enjoy watching their favourite internet personalities interact. They also tend to ask questions in a relatable way, which particularly appeals to younger audiences.
Thomas notes that letting an audience see behind celebrity veneer can be positive: “I do think there’s value in influencer or showbiz-led broadcast interviews. Sometimes the audience wants to see superstars unwind and lark around, so you can see the human behind the ‘important’ artist. My problem is when they supersede opportunities for ‘proper’ journalists, which keeps happening over and over again.”
For some fans, short, viral clips of these interviews can be more entertaining than traditional setups. This, in turn, can help reach a broader audience who relate more to humour than complex film analysis.
Yusra, a Gen-Z pop-culture enthusiast, recalls enjoying content creator Charley Marlowe’s interview with Seize Them! co-stars Nicola Coughlan and Aimee Lou Wood — a video that has garnered 3.4 million views on TikTok. She echoes Thomas’s sentiment and says she appreciates the candid nature of such interviews, noting: “It’s just like a conversation between friends; it shows that celebrities are human.”
Mainly consuming these clips on TikTok, she finds herself sharing them with her friends because of their brevity: “It’s easier to watch a 30-second clip of an interview than a 20-minute interview. You’re only scrolling on your phone for a short amount of time, so the short clips are quicker.”
“The memes that come from them are funny and add to wider pop culture. The whole point is to engage fans and get people to watch the movies; influencers are a great way to do this. You’ve got to cater to the fans,” she adds, touching on a note of tension from Thomas’s comments. Are these interviews to promote the film or to probe it?
Shiv Reddy, known as @shivalri_inc on TikTok, is an example of how content creators can offer valuable and unique perspectives. After watching Dev Patel’s film, Monkey Man, at the American arts festival SXSW (South by Southwest) and posting a glowing review, she was approached by Universal Studios to interview the actor.
Despite lacking a formal journalism background, Shiv says her photography experience has proven beneficial for her work. As a wedding photographer, Shiv has honed her ability to communicate effectively with a variety of people, which eased her nerves during interviews. “It’s very easy for me to talk to people — half of my job is trying to communicate with people,” she explains. This background also equipped her with an understanding of film. “My photography has been a huge asset to me when I’m speaking about more of the technical components of filmmaking,” Shiv notes.
Though Shiv has a strong understanding of film, she still experienced imposter syndrome knowing she was surrounded by established journalists from well-known publications. Nonetheless, she approached her interviews with a unique perspective, asking questions reflecting her technical knowledge and personal curiosity about filmmaking.
@shivalry_inc As a classical dancer, I loved telling the story of Ramayana and it fascinated me that for his directorial debut Dev chose to use this epic as his inspiration for @Monkey Man #monkeyman @Universal Pictures
“I approached it from the perspective of ‘if I were to get an opportunity to ask him about how he made this film, what it meant to him’, what would those questions be?” she adds. This diversity, she believes, enriches the content they create and offers fresh insights that might not be present in traditional journalism.
Shiv’s approach, grounded in an understanding of the shared South Asian background of herself and Dev, connected deeply with the actor and amassed an audience of one million viewers on TikTok. Shiv says: “I think what resonated with people was seeing someone who understood the cultural nuances and could have a real conversation about it. It felt genuine, not just scripted.” This interaction is a perfect example of how content creators from diverse backgrounds, like Shiv, bring a fresh perspective to the entertainment world.
After posting the clips, fans flocked to the comment section to express their love for the interview and Shiv’s line of questioning. The impact of interviews like this extends beyond engagement metrics; it symbolises a shift towards more culturally aware conversations, that some journalists may not have been able to have. Shiv explains: “The response was overwhelming — people appreciated the depth of the conversation and the insights into Dev Patel’s perspective on the film.”
While influencer-led interviews may not always provide the same depth as traditional journalistic profiles, Shiv believes they play a crucial role in broadening the reach of cultural conversations. She points out: “Our interviews might not be as detailed as a full profile in a magazine, but they reach millions and spark discussions. It’s about making films and their themes accessible to a broader audience.”
This perspective highlights how content creators leverage their platforms to amplify discussions about entertainment in ways that resonate with younger demographics and diverse communities that aren’t typically represented in the media.
Michelle Kambasha is a seasoned publicist and journalist with over a decade of experience, having worked for the Secretly Group and Satellite 414, as well as contributing to the likes of The Guardian, The Telegraph, The i Paper, and more. She points out that content creators and influencers are now central in media spaces, particularly in broadcast media, largely due to their interactive audiences offering a near-guaranteed demographic and reach for publicists under pressure to deliver high traffic on campaigns. “Influencers tend to come with a ready-made and interactive audience so if you’re a publicist, you might think that’s the best way to go because you’re killing two birds with one stone,” she explains.
Michelle Kambasha (L) can appreciate both perspectives of the debate and Shiv Reddy (R) believes content creators can add nuance.
“You know that they’re going to broadcast to their personal channels. With traditional media, it can be difficult to gauge who is engaging. Influencers give you the metrics to be able to tell whether interviews are successful,” Michelle adds.
The preference for content creators and influencers over traditional journalists can vary significantly depending on the artist. For independent or alternative musicians, traditional interviews often align better with their artistic integrity and depth. “I work with independent alternative artists who put out quite heart-rending, sensitive music,” Michelle notes. “Matching up an influencer with somebody that’s written a record that’s quite dear to them just wouldn’t work.”
PR strategies often align closely with the nature of the product or the celebrity involved. Michelle observes that influencer marketing is particularly effective for beauty products. She explains: “It makes total sense that there are influencers and influencer marketing PR around beauty products,” noting that these endorsements can significantly impact consumer interest.
However, Michelle also points out a potential shift in media strategy, suggesting that celebrities might prefer traditional media for different kinds of promotions, such as album releases. She adds that she is “interested to see if celebrities become more cynical about influencer interviews”, as their promotional needs evolve.
Ultimately, a PR or celebrity’s choice of interviewer depends on the desired outcome. If the goal is to achieve a quick viral moment, content creators or influencers seem the best choice — though in some cases, these ‘moments’ prove forgettable. Michelle notes that “because influencers aren’t trained journalists, it’s easier to steer their conversations as a publicist.
“With a traditional journalist, that wouldn’t fly in terms of them trying to keep a standard of integrity and some level of distance with whoever they’re interviewing, so they can create a rounded and objective piece. Content creators and influencers won’t necessarily prod when it comes to questions that might not be so desirable.”
For longevity and deeper engagement with film, TV, and music, journalists are likely the better option. Thomas sums it up well, saying: “A properly researched chat about the art would have more longevity. A lot of the influencer content comes and goes, but a proper profile interview can stand up for centuries and serve as a historical marker.”
As the landscape of entertainment journalism continues to evolve, finding a balance is key. Prioritising both meaningful, in-depth interviews and engaging, viral content can ensure that interviewers fulfil their role in both promoting and contextualising the work of artists. By integrating the strengths of content creators and traditional journalists, the industry can cater to the needs of a diverse audience, while maintaining the integrity and depth of entertainment coverage.
In the end, whether it’s a fifteen-second TikTok clip or a deep dive in a magazine, one thing is clear: everyone loves a good story, no matter who is telling it. And as long as there are celebrities to interview, there will always be someone ready to ask, “Do you like sandwiches?”
