Imagine seeing Beyonce, a 35-time Grammy winner, standing next to Charli Damelio, an influencer who gained overnight fame for dancing in a fifteen-second video. Five years ago, this would have shocked audiences; in 2025, it is a regular occurrence.
For years, the classic Hollywood award shows have been seen as an unattainable experience, an event to feature A-listers and bolster their idol status. That said, with the rise of social media, a new generation of stars has emerged. People like Haley Baylee and her viral glambot videos are reshaping the definition of famous. Does mixing the everyday influencer with an exclusive celebrity experience cheapen the award show or bring an aspect of connection never seen before?
Influencers’ fresh perspectives and unique audiences offer a modern touch to award shows. The award show’s classic feel is not diminished by influencers but instead keeps the entertainment industry relevant.
TikTok and the creators of the app have a massive influence on the world, with over 1 billion active monthly users. Creators like Kai Cenat, with 17.6 million followers, prove to be comparable to famous actors and musicians. With their authentic content, they are changing celebrity culture. This begs the question: if creators like Cenat are more appealing to the upcoming generation, should they not also be featured at celebrity-studded events?
Some believe that influencers invite themselves, while most of the time, it is the opposite. The industry encourages influencers to come walk the red carpet. Their publicity, whether good or bad, brings a young and engaged audience to the show.
Influencers make behind-the-scenes content for TikTok and Instagram; this personal engagement is transforming traditional award shows into something playful and modern. Monet McMichael, a TikToker with 3.8 million followers, currently has 2.3 million views on a Grammy’s get-ready-with-me video she made before the show. Content exactly like this is what encourages award shows to embrace influencers as celebrities.
Creators collaborate with brands during the shows as well. This increased visibility promotes positive online conversations, in turn generating more views for award shows.
From a business perspective, influencer marketing does everything good for the promotion of these events. On the contrary, some viewers disagree with catering to social media trends. Award shows were created to honor musical and artistic talent, so there can be controversy when influencers whose content does not fit the award criteria arrive on the carpet.
However, as we are constantly evolving, the programs that are featured have to as well. Shows like the Academy Awards and the Grammys cannot afford to be stuck in the past by sticking to traditional celebrity culture. Influencers do not steal headlines from award winners or turn the carpet into a popularity contest but instead entice the next generation to tune into these shows. The shift the shows have taken to incorporate influencers is a shift towards evolving for the future.
