Charli XCX is making the case for celebrities becoming influencers by creating unique TikTok formats and launching Substacks.
There has been a lot of chatter about creators such as Addison Rae, Benito Skinner or Quinta Brunson becoming notable actors and singers, but less often the other way around. A celebrity, for intents and purposes of this article, is not an influencer. Yes, they have influence, but they are not producing the same type of content as an influencer.
And yes, they have brand deals and make a few TikToks, but they are first and foremost celebrities. They are defined as an actor, singer, artist, not “influencer”. Half the time, they don’t even have Instagram, or their account is managed by their team. Is Adele or Jennifer Lawrence an influencer? No.
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Substack for musicians
However, there has been a cultural shift. This week, Charli XCX launched her Substack, aptly named Charli’s Substack, which gained 11,000 subscribers and 12,000 followers in 17 hours. Her first article, Running on the spot in a dream, is approximately 1,500 words about life post-Brat, being inspired by film and her upcoming album for Emerald Fennell’s adaptation of Wuthering Heights. It’s an introspective and vulnerable piece where she writes: “I don’t often talk about my work in this way but with these songs it just felt right”. The launch of her newsletter tied in with the release of House, her collaboration with John Cale for the upcoming film’s soundtrack.
Charli isn’t the first prominent celebrity to start a newsletter. Spanish singer Rosalía also launched a Substack in September 2025 which has 38,000 followers. She talks about the feelings towards her album Lux’s imminent release. She also used the platform to release sheet music for her song Berghain. Meanwhile, singer-songwriter and poet Patti Smith uses her platform to share videos and musings.
Charli in particular is paving the way for singers to become influencers. Undoubtedly, the release of Brat in 2024 and the creation of Brat Summer is a masterclass in TikTok marketing, but now that the era is over, she is producing film content (one video has 5.9 million views) where she reflects on her Letterboxd reviews. As she put it: “In my influencer era I guess”.
Influencer-centric TikTok content
Participating in trends has been crucial for artists to promote new songs and tours, but more musicians are pivoting to vlogs.
Singer Troye Sivan got his start on YouTube, often collaborating with popular creators such as Tyler Oakley. Once he gained fame with his music, he almost entirely stopped producing content with the exception of work videos. Back in August, Sivan returned to vlogging with a day in the life video on TikTok that referenced his old YouTube handle. It has 1.5 million views.
The singer is active on the platform and does off the cuff chatty videos, but these often promote his music, performances or fragrance brand Tsu Lange Yor. The return to vlogging (even if it did promote his brand during the GRWM section) feels like a homecoming.
Rapper Central Cee has built a loyal following on TikTok (18.6 million followers) in part due to his day in the life vlogs. His most recent video from October accumulated 5.3 million views and one from February has 14 million views.
A bit more rogue, celebrities are also creating digital personals. Actor KJ Apa has an alter ego named Mr Fantasy (900,000 followers), a singer who is obsessed with James Franco and vintage fashion. Although, it’s yet to be confirmed by Apa if he is behind the account. Mr Fantasy was invented in August and has since landed brand deals with Chipotle, Olipop and Tinder. His ad for Chipotle has 20.9 million views.
Vlogging on YouTube
Actors are posting long-form vlog content on YouTube. Actor Will Smith previously shared vlogs (including his colonoscopy) and behind-the-scenes videos, while Brie Larson posts vlogs and “get ready with me” routines. Actor and singer Rachel Zegler got her start on the platform by covering songs, and she also uploaded vlogs once she landed her role in West Side Story.
The rise of celebrities becoming influencers will continue. Producing digital content allows them to diversify their revenue while reaching new audiences. Vlogs and TikToks also help showcase their personalities, as does commenting on people’s TikToks and making cameos in creator content. Just as it took time for celebrities to adjust to Twitter, Instagram and Vine, they are now appreciating the value of TikTok and understanding how creator media can benefit them too.
By Caroline Edwards, trends editor for CORQ. Photo: Troye Sivan, Charli XCX’s Substack and Mr Fantasy.
