Brands Should Tap into Emerging Film and Theatre Artists

Recently at SXSW Sydney, we saw first-hand the vibrant intersection between tech, screen, music and gaming. While the majority of the week-long festival seemed focused on the opportunities AI presents to marketers. I came away with a different perspective, and one that I think is more exciting for the broader Australian cultural landscape. There is an exciting opportunity for brands to connect with emerging filmmakers and artists as the next era of creative entrepreneurs.

As I explored the various talks at the festival, I was drawn specifically to a talk on creative entrepreneurship and how it can aid career sustainability. As a trained actor, playwright, and someone who works in the brand world, I couldn’t help but have a light bulb moment - there is an invaluable opportunity here. A creative entrepreneur is an artist with a diverse set of skills, from writing, to cinematography, to lighting. They able to traverse these skills as their career progresses in film and theatre.

We know that brands working with influencers and content creators have been proven as effective - but what about the creative entrepreneur? If brands tap into someone who may not have a huge following but have a burgeoning artistry when it comes to storytelling, they will find the edge.

These young filmmakers and artists are as dynamic as the art they make. They have a rich tapestry of life, a distinctive voice and skills that they can bring to help tell brand stories. When a brand engages with these multifaceted artists, it unlocks a unique opportunity to connect with Gen Z audiences in an innovative way.

This can be seen in the way Modibodi created the TikTok series ‘I’m Dying Inside’ to promote its period undies. The series not only showcases the product to its full extent but also engages young performers such as Natalie Caro (comedian and actor) and Iolanthe (recent NIDA grad, actor) who are given the agency to do what they do best. The result? A content-led, social-first piece of work that connects with audiences through the art of storytelling.

Creative entrepreneurs have to diversify their skill sets out of career necessity, but this also makes them a one-in-a-million collaborator. These creatives are able to rotate through their skill sets and can bring a multifaceted and detailed lens to any story.

Young emerging film and theatre makers are always anticipating any opportunity to tell a story and do what they do best. If brands engage with these artists, the result will be collaboration with vision and artistry bolstered by brands.

From another angle, brands can invest in fostering local talent at the start of their careers. Reaching out into training institutions and finding undiscovered talent before it has officially debuted is a unique and exciting storytelling opportunity for both brand and artist. Locally, Prime Video has set up a scholarship program with NIDA, for female and non-binary artists to study in the directing and writing programs. This presents an unforgettable experience for both the artist to be uplifted and legitimised by a global brand and for the brand to become a part of an emerging artist's journey.

SXSW Sydney showed the remarkable opportunities that present themselves when industries intersect. Both presenting at the festival and attending were the undiscovered and emerging creative entrepreneurs whose skills and inimitable perspective are just waiting to be utilised by a brand who has a story to tell.

The only thing for brands to do now is to find what they need to say and find emerging artists who can say it like no one else can.