TikTok is Reinventing the Film Industry
We’ve all seen the occasional TikTok star on Ellen or the Tonight Show, but TikTok has gone far beyond cultivating laughable trends. In the past half-year, TikTok has evolved into a platform that has completely revolutionized the entertainment industry.
TikTok star Charli D’Amelio on The Tonight Show in March 2020
The film industry has been historically difficult to break into, relying predominantly on connections and luck to even begin finding opportunities. Hopeful actors looking to begin their careers in the industry are consistently told it is near impossible without representation from a major label or agency, which in turn, is highly difficult to achieve. But, thanks to the exposure and knowledge that TikTok has brought, that is all starting to change.
Head of creator partnerships at TikTok Kudzi Chikumbu has emphasized “connect[ing] with partners both on and off the platform,” which can include anything from “getting on The Ellen Show [to] appearing in a Blanco Brown music video.” For creators on TikTok, that could very well mean the 15-second videos they make for fun could launch them into a much larger project or public platform; and they don’t have to do it alone as they have the full support of TikTok executives.
Even without the higher-ups at TikTok spearheading opportunities for its creators, how can the average user also take advantage of the platform? Just as YouTube pioneered a platform where aspiring actors could obtain free advice from seasoned professionals and upload acting reels filmed in their own homes, TikTok is providing an avenue for potential Hollywood stars as well.
Eliana Ghen on TikTok
Actor Eliana Ghen runs an account with over three million followers where she shares acting advice, hosts workshops, and gives feedback to followers. Just like with YouTube, anyone can gain first-hand acting advice and exercises without dropping thousands of dollars on a formal acting education. While it’s no replacement for professional classes, it’s certainly a great kick-off point for aspiring actors who want to get a little more serious.
In the words of actor Alyssa Limperis: “Social media is removing the gatekeeper. If you’re on here doing your thing and you’re showing the world who you are and the world is responding, then the industry will respond.” The entire concept of the film industry being so closed off and inaccessible is slowly dissolving, largely due to the help of social media platforms like TikTok.
“Social media is removing the gatekeeper. If you’re on here doing your thing and you’re showing the world who you are and the world is responding, then the industry will respond.”
Beyond just gaining experience and skills or launching to fame from a lucky viral video, major talent agencies are also breaking into the TikTok space, with dozens of young creators finding representation and professional opportunities from gaining popularity on TikTok.
Larray, a TikTok star with nearly 20 million followers, has recently signed with the talent agency A3 Artists Agency and is planning a tour. TikTok influencer Addison Rae has also announced her acting debut as a starring role in He’s All That, directed by Mark Waters. Munika Lay, the Vice President film at Miramax, specifically noted that Rae’s strong social media presence "signaled that she has the ability to speak to her generation," giving her a leg up in the casting process.
Having a large following isn’t a prerequisite to success through TikTok either. One of the highlights of the platform is to bring anyone to the public eye, something that top agents and scouts have caught onto.
Courtesy of AwesomenessTV
UTA talent agent Pranav Mandavia explains, “I really like how it’s leveled the playing field so that anyone can start and create this whole brand for themselves.” With the ability for any aspiring actor to produce and edit short videos on their own, it provides a comprehensive archive or reel for agents to browse. New York comedian Sarah Cooper is another success story who went from making viral TikTok videos to starring in her own special on Netflix and developing a CBS comedy.
ViacomCBS is another major company that is turning towards TikTok to find talent. Their new reality show, "AwesomenessTV's Next Influencer,” is centered around the platform and Emily Hect, the show’s executive producer says, "TikTok is just such an important talent discovery platform for us.” With scouts turning towards TikTok to find talent, gaining representation through the platform will likely only gain popularity in the future.
TikTok is shifting the paradigm for hopeful actors: offering advice, knowledge, and representation. It’s opening doors for authentic, undiscovered talent and giving people opportunities that only a few years ago would have seemed impossible. Whether you’re working in the industry or looking to break into it, definitely don’t discount TikTok.