Netflix’s new documentary ‘Fyre’, a film that debunks a 2017 failed “luxury music festival” disaster, has got some of us thinking: “How far are we, as consumers, willing to go when it comes to trusting online influencers?”.
The Fyre’s fuel was ultimately sparked alight as Instagram models like Kendall Jenner and Bella Hadid were paid enormous amounts of money, to merely post in anticipation of the event. These posts essentially led more than 4,000 people to an island with barely any food, water and basic necessities.
In an article written for Mumbrella, Ziino writes, “…we have to hope that society as a whole will finally start shifting their trust from influencers to the first hand opinions and experiences of the people around them. People they actually know.”
So, what can we learn from ‘the worst music festival of all time’?
Well, first of all, the importance of strategic budgeting. It is clear that most of the money backing this event went almost entirely towards its digital marketing .
Transparency has since been an important requirement for online influencers all over the world.
“…in the UK, the Advertising Standards Authority has cautioned over 200 influencers for breaking rules around sponsored content, with many influencers failing to notify followers of whether or not content has been paid for”….
In wake of the “disastrous” event, harsher penalties now apply for influencers who do not make advertisements obvious (i.e including #ad in the caption), and paid partnership posts now regularly use location tags.
However, despite the chaos Fyre unleashed, there is a
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Written by Sophia Legge for Creative Entertainment Agency.