Collective Cringe: Local Response to Netflix Show on “Hot Instagrammers” Living in Byron Bay Not So Hot

Collective Cringe: Local Response to Netflix Show on “Hot Instagrammers” Living in Byron Bay Not So Hot

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Produced in partnership with Eureka Productions, the corporate behind The Amazing Race Australia and Farmer Wants a Wife, American content material streaming platform Netflix is tapping into the worldwide cultural phenomenon of social media influencers, saying on Thursday that it is going to be releasing a brand new actuality present titled “Byron Baes” primarily based on the lives of influencers dwelling in Byron Bay.

“Announcing Byron Baes, a documentary-soal collection following a ‘feed’ of sizzling Instagrammers dwelling their greatest lives, being their greatest selves, creating one of the best drama content material. #nofilter assured,” Netflix’s official launch states.

It continues:

“But PLOT TWIST: don’t write these Baes off too rapidly.

There’ll be fights, flings and heartbreak; however beneath each excellent put up is a really actual want not only for ‘likes’ however to be favored, dammit, for who you’re (so relatable). Can the Baes survive summer season with out a collab going incorrect? Byron’s the type of paradise that makes all of it really feel doable.”

A surfer at Byron Bay. Photo: Kate Trifo.

While Netflix has but to call the influencers forged for the present nor the discharge date of its actuality collection, some native residents are already feeling apprehensive concerning the impacts of the present on their coastal neighborhood. Australia’s nationwide broadcaster ABC reports that some Byron Shire locals are “horrified, embarrassed and indignant” fearing that the collection will solely painting a gentrified, up-scaled model that doesn’t mirror actual, genuine life in Byron Bay.

On Twitter, the response was even much less diplomatic. User ‘Allan Green’ tweets, “So how many individuals are there in Byron Bay who’ve turned their Narcissistic Personality Disorder right into a profession?”

While Windsor Beaver tweets: “Or the choice title: “Pretentious wankers that ruined a quiet nation city for locals” and the Byron produced model of it merely known as “Fuck off” “.

Another consumer ‘Emilie’ posts, “Netflix clearly desire a good vacation location to take pleasure in themselves. Byron Bay was stunning 30 years in the past now it’s simply overrated.”

Social influencers make a dwelling off monetising their ‘private model’ and commodifying relationships; utilizing their public profiles to promote merchandise to their followers, within the type of blogs, YouTube movies and vlogs, and on social media platforms reminiscent of Instagram, YouTube, TikTookay, Facebook and even SnapChat.

Related Post: Absurd Influencers Ruin Social Media, and Now They’re Ruining Nature Too

Analytics firm Insider Intelligence– that publishes data-driven analysis on trade developments– estimates that manufacturers will spend as much as $15 billion on influencer advertising by 2022, regardless of some analysis questioning the effectiveness of influencer advertising. A 2018 study of 4,000 respondents revealed that greater than half believed that influencer content material takes benefit of impressionable audiences, that they misrepresent actual life and are too materialistic.


As influencers wrestle extra {dollars} and sponsorships away from conventional media, companies are nonetheless grappling with points round sustainability reminiscent of sustainable sourcing of supplies, infinite development enterprise philosophy, rampant consumerism and waste. Only time will inform whether or not influencer tradition and web celebrities will assist to maneuver the needle in these areas or whether or not it’s only a shiny new advertising model of the identical outdated enterprise exercise.

Greens candidate and long-time Byron native Mandy Nolan tells SBS, “To have a present concerning the fabulous Byron Bay, the influencers and the wonderful life-style however to not handle some actually important points round housing feels immoral and unjust.

“There’s this shadow of poverty, of individuals with no affect and no voice in the neighborhood who’re being pushed to the facet regardless of having lived right here for a very long time.”

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Feature picture of acai bowls at The Pressed Pantry by Noémi Macavei-Katócz.

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