Influencers are the new…everything. Their current ubiquity around the world has shifted the dynamics of industries traditionally rooted in skill and creativity, such as fashion, acting, event hosting, music and journalism. The trend of influencers crossing over into these fields offers undeniable visibility, but it also raises a critical question that’s beginning to form in the minds of many: is their presence diluting the essence of these art forms? 

The Fashion Runway Conundrum

The fashion industry has experienced a significant transformation in recent years, especially with the rise of influencers as models and designers. Events like Lagos Fashion Week, once renowned for showcasing originality and expertise, now regularly feature social media personalities with little to no professional modelling experience. Unlike trained models who hone their walk, posture, and poise, many influencers struggle to perform at the same level. At the recent Lagos Fashion Week, some stumbled on the runway, with a few even falling—a display that drew more attention to their errors than to the designs they were meant to showcase.

The appeal of using influencers is undeniable: studies reveal that clothing items modelled by influencers can sell out up to 70% faster than those worn by traditional models. This approach has proven to be highly effective in attracting younger audiences and driving immediate sales. However, it comes at a cost. The essence of fashion as an art form is often overshadowed when the emphasis shifts to generating viral moments. British fashion critic Sarah Mower observed, “Fashion, at its best, is an art form. It’s about translating ideas into tangible, wearable works of creativity. When influencers dominate the runway, that vision often gets lost.”

Influencers bring significant commercial value, but their presence risks turning high-fashion events into platforms for fleeting spectacle. What was once a space for celebrating innovation and individual expression now prioritises trends focused on virality over substance.

When Influencers Impersonate Actors

In the film industry, this approach has led to several high-profile examples where storytelling suffered as a result. Rihanna’s cameo in Valerian and the City of a Thousand Planets (2017) exemplifies this trend. Her presence was heavily promoted to market the film, yet her actual role was brief and inconsequential to the storyline. Such casting decisions reveal a broader issue: the preference for recognisable names over individuals who can elevate the narrative through their skills.

This Softmadeit brudda was the worst actor by a mile in this All of us series 😭

— Aros (@Damiar0s) September 2, 2024

Closer to home, the Nigerian series All of Us by Enioluwa Adeoluwa highlights similar concerns. Featuring influencers like Priscy Ojo, Soft Made It, Tobe Ugeh, John Merry, Beauty Goddess, and Enioluwa himself, the series drew millions of views initially. However, audiences quickly criticised the performances as amateurish, leading to a decline in viewership. Despite its influencer-heavy cast pulling in an audience, the series lacked the emotional depth and nuance that trained actors bring to their roles.

Unlike seasoned performers, influencers often fail to convey the complexities of human emotion. Their performances lack depth and nuance. Narratives that demand subtlety and layered interpretation risk becoming shallow spectacles focused on fleeting online trends.

Renowned filmmaker Martin Scorsese has voiced concerns about the industry’s growing obsession with virality. In an interview with The New York Times, he remarked, “I don’t think you can film the complexity of human life on an iPhone. The point is to make a statement about human beings, not about clicks and hits.” This statement encapsulates the growing tension between authentic storytelling and the pursuit of instant attention.

While the inclusion of influencers may provide short-term gains in visibility, it undermines the foundation of cinema as an art form that reflects the human experience. True acting requires more than social media reach; it demands dedication, emotional insight, and the ability to inhabit a character fully. Without these elements, the quality of storytelling—and the industry itself—stands at risk of erosion.

The Sacrilege of Music

P square too busy fighting, them neva get time for that bad bitch syndrome sample

— Blue. (@Rookie_SBK) November 17, 2024

Known for flaunting opulence, Subomi recently teased his upcoming track “Bad Bitch Syndrome,” which has already sparked mixed reactions due to its uninspired composition.The song’s beat, borrowed from P-Square’s classic  “Ifunanya”, showcased little originality, raising questions about its merit beyond the allure of Okoya’s affluent brand.

Similarly, Carter Efe’s “Machala,” featuring Berri-Tiga, who handled all the vocals, quickly gained popularity as a fan-made anthem celebrating Wizkid. Carter Efe’s desire to be recognised as an influencer-turned-artist sparked a clash over the song’s success. He sought to capitalise on the popularity, which created tension. Despite its initial appeal, the track received criticism for lacking depth and for overshadowing more talented artists with genuine narratives.

This highlights the pitfalls of prioritising virality over authenticity and dedication in music. Carter Efe publicly accused his estranged partner, Berri Tiga, of seeking public sympathy. The dispute was over the song’s origin and ownership. The back-and-forth between the two was embarrassing, tarnishing the song’s legacy further.

The Host with the Most (Followers)

While their involvement can generate initial excitement, it often becomes evident that their skills as hosts are lacking. Self-promotion and unprofessionalism disrupt events that should be characterised by seamless organisation and engaging moments. The audience’s experience, meant to be the focal point, is overshadowed. The host’s attempts focus on brand appeal.

The rise of influencers across creative fields poses a challenge to artistry and expertise. While they bring visibility and short-term gains, the emphasis on popularity over skill risks eroding the cultural significance of fashion, music, journalism, acting, and event hosting. These industries must strike a balance, fostering collaboration between influencers and seasoned professionals while prioritising authenticity and originality. By doing so, they can preserve their role as spaces for meaningful expression and lasting impact.