SXSW Sydney: ‘There’s been a shift in the power dynamic now’ – Do brands or creators shape culture?
Who is really leading culture online? Brands or creators?
A panel discussion at Clear Hayes House as part of SXSW Sydney discussed how social media has “democratised” the media sphere, and the role brands and creators play with culture has changed.
Growing up, Snack Drawer’s co-founder and chief creator, Hannah McElhinney remembers being exposed to advertising in the traditional sense – linear TV, out-of-home, and more. And often, brands with strong advertising were the ones seen as “cultural forces” leading trends across the world.
