❮
❯
VIRAL EXCLUSIVE
Dec. 15, 2023
Navigating Casting Decisions in the Digital Age
In the ever-changing and fast paced landscape of showbiz, the following of an actor’s social media has a significant impact in casting choices. The new factor for consideration in casting calls have indubitably planted the seeds of debate for the convergence of talent and fame. By: Wee Yan Ling
Social media platforms were once a form of medium for sharing one’s experience with the world, however, it has grown to form an influential weapon for actors to market their brand. Beyond the facade of personal promotion, an actor’s online reach is in proportion of their casting marketability. Studios now highly regard an actor’s social media following to leverage their established fanbase for project promotion. Despite such a trend stirring the pot of controversy, it has become a known fact that the audience size of an actor is a key selling point.
This phenomenon had been acknowledged and ascertained by casting director, Mike Fenton. He had shared his two cents that good numbers on social media indeed boosts the chances of an actor for getting casted. In a scenario where both actors are equally skilled, the one with the greater social media following will be preferred over the other. This highlights the effect social media imposes in the decisions of casting, without overshadowing acting abilities.
Today’s casting process has also changed with the times, with online videos serving as a screening tool for judging the level of skills and talent an actor possesses. A panel discussion by Southwest had revealed that acting talent only accommodates for 7% of the reasons in casting. Casting directors also highly encourage actors to exhibit their skills through social media platforms such as YouTube and Vine, which adds as testament to the vitality of exposure of the digital realm.
Real life examples provide testament to the influence of social media casting decisions. Tik Tok influencer Addison Rae has a massive following of 81 million and had the chance to act in the 2021 gender-swapped remake, He’s All That. In addition, she had voiced for the animated cat character in the 2018 movie, Spy Cat. Her influential social media presence built upon her dancing videos had catapulted her into fame and landed her with such esteemed opportunities.
Machine Gun Kelly had also expressed his interest in portraying Link in the Zelda movie. His massive following on his social media accounts will be able to give him a competitive edge against his other competitors.
Social media has proved itself formidable in terms of influencing casting decisions. The interplay between an actor’s online presence and their skills had raised brows regarding the intricate balance of popularity and artistic merit. In the changing dynamics of Hollywood, we would have to embrace the change and welcome the new norm to keep up with the everchanging times.
To never miss a story — sign up for Viral Weekly free newsletter to stay up-to-date with compelling TV and Film news and views.
