Issue link: https://digital.copcomm.com/i/1367665
66 SAG-AFTRA | Spring 2021 | sagaftra.org I t's an online world, and those with large social media followings often monetize that reach by partnering with brands. SAG-AFTRA has long covered commercials, and it was clearly time for a model that was responsive to the needs of performers working in this space. That's what's behind a groundbreaking agreement to provide union protections for "influencers," a deal that expands opportunities for existing members while providing a new tool to organize work. Under the Influencer Agreement, influencers are defined as people who have amassed a social media following — whether a few hundred followers or a hundred million, on platforms such as TikTok, Instagram, Facebook, YouTube, Twitch, SnapChat and Pinterest — and are capitalizing on that following, particularly through brand deals with advertisers. The union recognizes that this work should be covered under a SAG-AFTRA agreement in a way that best reflects the unique nature of the way influencers work and engage with their brand partners. There's not a minimum number of followers needed to qualify, only that the influencer is engaged in a paid partnership directly with an advertiser. It's a boon to existing members. After all, SAG-AFTRA members are the original "influencers," often with impressive social media follower counts. This new agreement allows them to pursue opportunities under contract that they may not have been able to take on otherwise, providing a new source of revenue. The agreement leaves compensation open to negotiations between the influencer and the advertiser, and the influencer must retain ownership of their intellectual property. The agreement is also a great tool for organizing a substantially non-union sector: for non- member influencers using this agreement, eligibility is triggered in the same way as it is for a principal performer on a SAG-AFTRA commercial. Under the agreement, an influencer may qualify for pension and health benefits just as their fellow members do: based on contributions made on covered earnings. This extends a crucial benefit to influencers and enhances revenue to the funds. "A lot of influencers are marginalized ///// SAG-AFTRA Expands Its Influence There's Now a Contract for Social Media Influencers — And That Means You, Too, SAG-AFTRA Members For details about the influencer agreement, visit sagaftra.org/influencer. people who could really benefit from union protections, especially as more brands seek to employ marginalized creators to improve their images," said influencer Kristin Chirco. "Influencers are like all current SAG-AFTRA members," added SAG-AFTRA President Gabrielle Carteris. "They are facing big corporations, and no performer wants to go into that battle alone." she said. "This is an arena of new work and we want to make sure that all of our members have a chance to benefit from the work, but they should have strong union protections and to be able to work with dignity. Without a doubt, this is an expanding area that will continue to grow, so it was crucial we put our imprint on the working conditions." The agreement extends core SAG-AFTRA workplace protections, such as barring hazardous stunts, gratuitous nudity and sexual content, and asserts SAG-AFTRA's clear jurisdiction over commercial content. It's a win for SAG-AFTRA and for everyone engaged in creating branded influencer content. Click Here for Video