Who is the buyer? Intermediaries and commercial pressures

How are influencers changing the arts? In Influencer Creep: How Optimization, Authenticity, and Self-Branding Transform Creative Culture (U California Press, 2025) Sophie Bishop, an Associate Professor in the University of Leeds’ School of Media and Communication analyses the lives of artists and influencers to understand the working and living conditions shaping modern culture. The book draws a comparison between the two sets of workers, showing how artists are having to engage with influencer’s techniques to be successful in the online economy, and how both groups struggle with the inequalities of the platform economy. Rich with fascinating case studies, alongside a range of theoretical insights that can be applied across many other aspects of the modern world, the book is essential reading for anyone interested in art, culture and contemporary social life.

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