I’m A Celebrity… Get Me Out Of Here!‘s 2024 lineup has been revealed, confirming creator GK Barry is headed to the jungle alongside mainstream names such as Coleen Rooney. The ITV show can be a powerful springboard for talent, as evidenced in the soaring profile of 2023’s winner Sam Thompson, but it’s also fraught with risk – for talent and brands. Here, four CORQ editors give their analysis of this year’s lineup.
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GK Barry on I’m A Celebrity is a natural career progression
Appearing on I’m a Celeb is a logical move for creators who are ready to break into TV, both from a career and a financial perspective. Celebrities typically earn at least £30,000 for a stint on the reality series if they stay in the jungle for more than 72 hours. In 2023, Nigel Farage reportedly earned £1.5 million for his appearance. In comparison, an appearance on Strictly is reportedly around £25,000 and can increase throughout the competition. For creators such as GK Barry and Maura Higgins, jetting to Australia is a clear next step in their career progression. They can earn a serious amount of money, boost their profile, establish themselves as an emerging mainstream talent and increase their value for future brand partnerships – if they play their cards right.
– Caroline Edwards, trends analyst for CORQ.
Viral influencers have a place on shows like I’m A Celebrity
There’s no denying the I’m A Celebrity lineup includes people who audiences want to see. From GK Barry to Coleen Rooney, it’s a topical cast. However, when casting for reality shows featuring celebrities and influencers, it’s worth taking into consideration the power of the Gen Z audience which drives TikTok commentary on entertainment. In my opinion, I’m a Celeb should include viral online influencers alongside more established ones for future series. A good reference point for reality casting right now is Footasylum’s YouTube show Locked In which includes TikToker Shelen (168.3K), whose comedic videos generate millions of views, as well as Heather Bowling (770.3K). Last season, the brand also cast Leah Halton (11.8M), who shot to fame on TikTok with her inverted camera videos, alongside more prominent names like Chloe Burrows (1.4M).
– Natalia Reppas, research editor for CORQ.
Brands must be cautious before passing comment on reality TV
With brands fighting to be cool and candid on social media, it can be natural for social media managers to join the cultural conversation around I’m A Celebrity. However, it is essential brands think carefully before criticising influencer contestants whose audience may overlap with their brand. Learn from the mistakes of Boohoo, who last year tweeted “#Nella *thumbs down emoji*.” after assuming the negative opinion surrounding Nella Rose’s time on the show was universal. The brand immediately got dragged, and the tweet was quickly removed. Remember public opinion can change within hours and influencers’ core audiences are vocally loyal. Don’t post anything you may later regret.
– Arabella Johnson, head of beauty for CORQ.
Audiences have a unique relationship with I’m A Celebrity
If I was a talent manager, I’m not sure I would send my client on I’m a Celebrity…. We’ve seen the public turn against people who were previously well-loved on the internet – as was the case with YouTuber Nella Rose after she had an argument with presenter Fred Sirieix during the 2023 series. Additionally, the hefty sums talent receive from I’m a Celebrity… appearances are often widely discussed in comparison to shows such as Celebrity Hunted which is all about raising money for Stand Up To Cancer. All of this is to say, audiences have a complex relationship with reality shows and if a creator is looking to become a beloved household name, I’m a Celebrity… Get me Out of Here! is a risky route to achieve this goal.
– Dina Zubi, trends analyst for CORQ.
