New Books in Popular Culture Sophie Bishop, "Influencer Creep: How Optimization, Authenticity, and Self-Branding Transform Creative Culture" (U California Press, 2025)
Nov 12, 2025
Sophie Bishop, an Associate Professor at the University of Leeds and author of "Influencer Creep," explores how influencers are reshaping the arts. She discusses the unstable nature of platform economies for creators and how both artists and influencers adapt their work to maximize visibility. Sophie dives into strategies for maintaining authenticity, including personal storytelling and emotional engagement. Additionally, she examines the challenges posed by brand partnerships and the impact of AI and TikTok on creative practices, highlighting the evolving landscape of cultural production.
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Influencer Practices Have Spread Everywhere
- Influencer practices have spread beyond a niche and now shape broader creative culture.
- Sophie Bishop calls this diffusion "influencer creep," showing influencers as tastemakers and strategists.
Platforms Favor Advertisers, Not Creators
- Platforms prioritize advertisers and optimize for engagement, not creators' stability.
- Creators have no ownership of audiences and face opaque algorithmic decisions that can remove visibility overnight.
Treat Algorithms Like Experiments
- Test platform mechanics actively and share findings with peers to decode algorithmic behavior.
- Use experiments, multiple accounts, and audience queries as part of an optimization routine.
