A few weeks back, I woke up to another day scrolling through Instagram, only to find Gen Z teenagers dancing to the beats of Blue’s early 2000s hit, “One Love.” It instantly transported me to an era where we jammed to everything from Backstreet Boys and Britney Spears to the punk rock anthems of Green Day and the electronic rock of Linkin Park.
It struck me then—whether it’s Hindi or English, the music we grew up with is making a comeback. Remixes of Dua Lipa songs with old Bollywood classics, and SRK’s timeless hits playing alongside modern beats, all made me wonder: has influencer culture killed true pop culture?
The early 2000s were a golden era marked by the commercialization of the internet and the advent of mobile phones. Teenagers and young adults flaunted funky flip phones, and pop culture was saturated with lyrics about finding passions, rebelling against norms, and vibrant bursts of color everywhere. The revolution of social media post-2014, especially in India, brought platforms like WhatsApp, Facebook, and Instagram, keeping pop culture at its peak with dynamic fashion trends and viral challenges like the Mannequin Challenge.
But just before the COVID-19 pandemic, the rise of social media influencers began overshadowing traditional forms of pop culture. Ordinary people with internet access started gaining massive followings through short skits or vines. What began as a subculture quickly grew post-pandemic into an influencer culture, overshadowing traditional forms of pop culture.
Influencer management agencies emerged, propelling these micro-celebs into the limelight, hosting award shows, walking the runways at events like Lakme Fashion Week, and even gracing the red carpet at Cannes. Suddenly, influencers—who started with simple, entertaining skits—held more value than seasoned models, artists, designers, and musicians who had spent years honing their craft.
This blog is not a critique of social media influencers who create content on their platforms, but a critical examination of the branding and PR agencies that push these influencers to the point of replacing actual artists and their art.
The Downfall of Traditional Artists
The unchecked rise of influencer culture and PR and marketing agencies has led to a noticeable decline in art, creativity, and genuine trends. Recently, Indian actress Neha Sharma shared in an interview how she was replaced by an influencer with a “million followers”.
Despite fitting the part and getting along well with the entire team, she was suddenly informed that the role would go to an influencer with a massive social media following. This isn’t an isolated incident. Fashion shows and marketing agencies are prioritizing influencers for clout and coverage over models who have spent more than a decade in the industry.
Former pageant winner, model, and fashion influencer Akash Choudhary believes that “the charm of the ramp is with models.” He argues that influencers should stick to content their audience resonates with, while experienced models should continue to showcase designers’ work on the runway. Fashion model Sonalika Sahay also asserts, “Ramp cannot be so accessible to all for the sake of some digital PR.” The influx of influencers in these spaces undermines the work and contributions of professional models and artists.
‘Everyone is striving to be famous, no one wants to be great’ – this statement aptly summarises the influencer culture.
The influencer culture has set a low bar for success, where viral content and social media clout often trump talent and hard work. For instance, the “Vada Pav girl” gained immense popularity for her daily antics, earning a spot on the reality show Bigg Boss. “It is all about the algorithm,” they say when one starts creating content for social media. However, this isn’t true with traditional mediums like movies, TV shows, or fashion events. In these areas, the public genuinely has to appreciate your art to follow and promote it, and they tend to be more critical in assessing artists than social media influencers.
This kind of mediocrity is replacing real talent, resulting in mediocre music, shabby designs in the name of street style, and influencers taking over roles meant for actors and models.
Movie producers are replacing talented actors with influencers, hoping to attract more attention during promotions. However, many films featuring influencers have flopped at the box office. Movies like “Jug Jug Jiyo” with Prajakta Koli and “Thank You for Coming” featuring Kusha Kapila and Dolly Singh failed to resonate with audiences.
Influencers are now appearing on major talk shows like “Koffee with Karan,” which has seen a decline in popularity since 2022. These influencers, despite their social media presence, often lack the talent and substance to sustain long-term interest.
Some may argue that this shift is merely a change, but it represents a decline. With the rise of influencer culture and PR agencies, there is a noticeable decline in art, creativity, and trends. Trends are recycling the same music, fashion, and aesthetics from our childhood, but with no fresh twists or innovations.
When pop culture is reduced to 15-second reels, creativity is dead, and influencer culture is to blame. Marketing agencies are now pitching plans to brands where influencer marketing is at the forefront. These agencies have inflated the price of each influencer, presenting it in their social media toolkits under the guise of brand visibility and engagement. However, one day this bubble will burst.
The future of our cultural landscape depends on recognizing and valuing genuine talent and creativity. By focusing less on algorithms and follower counts and more on true artistry, we can revive the vibrant, innovative pop culture we once knew. Let’s not allow the influencer bubble to overshadow the incredible work of dedicated artists, actors, and models. It’s time to de-influence and re-inspire, ensuring that creativity and hard work reclaim their rightful place in the spotlight.