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While I do see what you're saying, I kind of understand the rationale behind it. Hiring somebody with a following means instant people in seats. Shows rely on ticket sales and it makes sense that they would want to hire more popular people in order to fund the productions. I don't necessarily think it's the best, but I definitely understand it.
I guess that really depends what role you’re hiring for, someone more creative/in an executive type role could help bring it more of an audience if they’re already known, definitely not for a more behind the scenes job.
It depends what you want to do really, I think people still get the work from grafting on indies and building your networks. Sadly there’s this option which could be considered faster…
I think it’s bigger than we all realise. The main audience for content is on social media and if that’s what you wanna get more of, it’s a no brainer. Still I think that doesn’t mean they should get hired over people that have more skills or experience!