We caught up with content creator and actor Henry Rowley, and Creators & Public Figures Lead UKIN Beatrice Mustocea after a great session at CreatorFest 2025.
Their session, Is Creator Casting the New Film & TV Power Play?, discussed the shift casting directors are making from traditional media to social media when it comes to scouting talent.
It's no secret that socials, especially TikTok, are changing the playing field for creators looking to make it big as actors, musicians and everything in between.
"We have a year-round strategy in terms of everything from taking [creators] to the BAFTAs, which we've done with Henry, and putting them in those spaces where they wouldn't have access without our partners and without the relationships that we have as a company," Mustocea told us.
"We even do things like networking with our studio partners. We put creators in the room with kind of like those decision makers that may help them get cast."
Although social media has offered so many benefits to creators, I asked Rowley if he'd encountered any struggles in pursuit of his acting dreams due to his content career. He's recently been cast in the new MGM Robin Hood TV series, with help from his social platforms.
"No director or producer or anyone is going to take the risk just for some followers," he noted. These studios and networks have years of experience. They're not going to risk the integrity of their show for that. So in the end, you're still going through the same process as everyone else, the same audition process. And so actually, yeah, feeling that people are going to think of you differently, it's more in your head."
Watch the full interview below.
