Posted by Cameron Beck Last updated 21st February 2025 reading time
Recently, we have seen a noticeable shift where influencers are integrating into celebrity spaces. From walking red carpets, attending fashion weeks to slowly shifting to our TV screens. KSI and Molly Mae Hague are examples of figures to slowly lean in these spaces with a great incline of success.
With Molly Mae’s journey from Love Island in 2019 to becoming Pretty Little Thing’s Creative Director, and with her most recent launch of the clothing brand in late 2024, ‘Maebe’ her career has grown massively that she is now recognised as a celebrity.
KSI experienced a similar significant incline in his career, starting on YouTube in 2009, he has gained popularity and exposure from many projects. He started his music career in 2011 and his boxing career in 2018 where he was able to kickstart this because of his loyal YouTube following. KSI has 25 million subscribers on YouTube and is still gaining traction while being the newest judge on Britain’s Got Talent.
Recently at the 2024/25 Grammy’s, many influencers and content creators flooded the carpet and were brought into these spaces as they are of relevance to the younger generation. Many are not relevant in the music industry but were flown in by brands. Content creators have become the key in promoting brands and companies as their presence in these spaces resonate well with this Gen Z audiences who tend to trust influencers more due to the intimate connections formed through social media.
While it’s common to see public figures endorsing products, due to budget constraints and demand, influencers are becoming more popular as the first line of call for brand endorsements.
This also raises the question, are celebrities leaning into influencer culture? The growing presence of celebrities on social media might suggest they are trying to match influencers in order to gain positive press and secure more brand deals. Could this mean that celebrities are losing their influence?
