Should creators be interviewing celebrities at red carpet events? Depends on who you ask.
These days, it's not unusual to spot internet creators among the celebrities and journalists on the red carpet at some of Hollywood's biggest events.
But as awards season comes to a close, several viral exchanges between a handful of influencers and A-list stars have led some people online to ask: Why are influencers recruited for these events in the first place?
“It's very clear to me that many of the influencers who get these opportunities haven't done their homework and are just giving in,” said Franchesca Ramsey, a TV writer and former YouTuber, in a recent TikTok video in response to the discourse .
The conversation reached its peak last month after the People's Choice Awards, when “Barbie” actress America Ferrera was seemingly startled by TikToker Harry Daniels on the red carpet. Some online called his post – in which he asked people to choose between “a gay son or this daughter” – disrespectful. A representative for Daniels said the creator was “grateful” for the carpet opportunities given, but declined to comment further on the video. A representative for Ferrera did not immediately respond to a request for comment.
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The following weekend, creator Juju Green, better known online as Straw Hat Goofy, sparked backlash after he referenced the popular “Killers of the Flower Moon” in a video from the Film Independent Spirit Awards carpet “When Your Card Drops in Therapy” meme referenced star Lily Gladstone. The video has since been removed from TikTok, but many have included it in their own critical responses. Green and a representative for Gladstone did not immediately respond to requests for comment.
Some industry experts believe that criticism should not focus on whether creators are qualified to participate in these events. Instead, the focus should be on whether those sending out the invitations are selecting the right creators for the job.
“I think choosing the right creator starts with understanding,” said Brandon Lentino, head of creativity, content and experience at influencer marketing and talent agency Viral Nation. “What do you do? What type of content do you create that makes us or other marketers believe that you can handle that red carpet or that moment with aplomb?”
Creators have become an integral part of film, television and music marketing. Brands and studios regularly commission her to interview celebrities and artists for social media content. You can receive thousands of dollars from studios to help promote projects. according to a recent Business Insider Report.
But the “gatekeepers” in Hollywood “look at numbers and not actual talent and ability,” says Ramsey, pointing out that having a lot of followers on a social media platform doesn't mean you're well-equipped to attract people to interview on a social media platform red carpet.
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Ramsey, who released her video following the reaction to Green's carpet accident, said she was able to expand her career in traditional entertainment after winning a YouTube and People magazine contest to interview celebrities at the Emmys in 2008. However, she said it is important for YouTubers to be prepared before taking on such a role.
“It does more harm than good to their careers if they are not prepared, but also to the overall perception of influencers.” [is] “They're damaged when you rip them out and throw them on this big platform, and they're obviously not ready,” Ramsey said in her video, who did not immediately respond to a request for comment.
Those behind the scenes said there is a strong argument for recruiting YouTubers as they have a built-in audience that can help generate more interest in Hollywood events.
“Creatives are part of the evolution of red carpet coverage and bringing their personal brand to their interviews,” said Jeremy Lowe, vice president of talent and partnerships at Dick Clark Productions, in an email interview.
The company, which is behind events like the Golden Globes, New Year's Rockin' Eve and the American Music Awards, has a “dedicated team that works closely with creators” that it deploys for carpet coverage, Lowe said.
“And if we don’t produce the content directly, we meet with the creator in advance to see what they plan to do with their coverage,” Lowe said.
DCP has noticed that celebrities and viewers enjoy watching popular YouTubers conduct interviews on the carpet.
When Amelia Dimoldenberg, creator of the YouTube interview series “Chicken Shop Date,” hosted the 2023 Golden Globes red carpet, her interviews became instant hits on social media. Her flirty exchange with actor Andrew Garfield also made headlines.
Amelia Dimoldenberg interviews Andrew Garfield on the 2023 Golden Globes carpet.Amelia Dimoldenberg / YouTube
Lowe said Dimoldenberg “brings flair to her red carpet interviews, resulting in content and celebrity engagement that you wouldn't get in a typical media interview.”
Dimoldenberg declined to comment.
For the 2024 Golden Globes, DCP hired Recess Therapy, a brand known for videos in which children give advice. According to Lowe, the content attracted 50 million video views on Instagram and TikTok within the first 72 hours on the platforms.
Meanwhile, Dimoldenberg's popularity caught the attention of the Motion Picture Academy. The organization behind the Oscars named Dimoldenberg a “social media ambassador and red carpet correspondent” at the 2024 Oscars, taking place on March 10.
“I'm also really looking forward to doing something original and putting my own stamp on the Oscars, creating some truly amazing moments and doing some great interviews – groundbreaking pop culture journalism is on the rise!” Dimoldenberg said in a recent statement at the Interview published on the Oscar website. “Or so I hope.”
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