Wednesday, August 12, 2020
5:00 - 5:45 p.m. (PDT)
THE SHIFTING POWER OF INFLUENCERS IN THE AGE OF SOCIAL DISTANCING
The meteoric rise of social media platforms as a marketing medium has spawned a vibrant industry of paid influencers, from major A-list celebrities to newly minted YouTube/Instagram/Tik Tok celebrities, some of whom are merely children. These influencers use their vast network of fans to communicate marketing messages on behalf of brands in a variety of ways. As the economic activity in much of the United States (as well as the rest of the world) has come to a grinding halt due to the unprecedented global public health crisis stemming from COVID-19, more and more people have been turning to social media for news, entertainment, and social activity, thereby further strengthening social media's dominance as a leading communication and marketing platform. While the increased consumer use of social media coupled with an acute drop in traditional marketing activity and marketing budget have in theory opened up opportunities for influencers, the realities of living through a global pandemic, economic uncertainties as well as greater awareness and public debate about social justice have shifted the way brands are working with influencers to get their messages across. This panel will address strategic and IP issues as well as legal/regulatory and PR risks facing influencers and brands that work with influencers in the post-COVID era. In particular, the panel will explore the following questions: (1) Who are today's influencers and why are they valuable to brands in reaching their customers? (2) How are influencer deals structured? (3) What are the key regulatory requirements related to influencer activity and how are brands and influencers addressing such issues?
Po Yi / Partner, Manatt, Phelps & Phillips, LLP
Oren Aks / Creative Director & Founder, Atomic Milk Media
Ellie Heisler / Partner, Nixon Peabody LLP
D'Angela Proctor / CEO, Wayfarer Entertainment
5:50 - 6:35 p.m. (PDT)
Bryan Lourd, Managing Partner and Co-Chairman, Creative Artists Agency (CAA)
Interviewed by: Ken Ziffren / Ziffren Brittenham, LLP
UCLA School of Law is a State Bar of California approved MCLE provider. By attending this event, you may earn Minimum Continuing Legal Education credit in the amount of up to 1.5 hours of general credit.
Comprehensive information about all four webinars in the 44th Annual UCLA Entertainment Symposium.