Entertainment: Musical play about 'the rise of influencers' on way to Glasgow

Why it is the topic trending:

• Exploration of Influencer Culture: The article discusses a new musical, "Meme Girls," that directly addresses the phenomenon of online influencers and their impact on society and relationships.

• Relevance of Influencer Culture: In 2025, online influencers continue to be a dominant force in media, marketing, and popular culture, making any exploration of their world timely and relevant.

• Artistic Interpretation: A musical offers a unique and potentially insightful way to examine the complexities of fame, friendship, and the digital age as embodied by influencer culture.

• Local Cultural Event: The premiere of the musical at a Glasgow theatre as part of a lunchtime series brings this topic to a specific local audience, generating regional interest.

Overview: The article previews "Meme Girls," a new musical by Andy McGregor set to premiere in Glasgow as part of the "A Play, A Pie and A Pint" series. The musical delves into the world of online influencers, specifically focusing on the story of two best friends whose relationship is tested when one of them unexpectedly becomes a viral sensation. The playwright aims to explore the fascination with online influencers and the intense dynamics of friendships, particularly their breakups.

Detailed Findings:

• Musical Focus: "Meme Girls" tells the story of Jade and Clare, lifelong best friends pursuing their dream of becoming successful musicians.

• Viral Fame: Clare unexpectedly achieves viral fame after a drunken on-camera moment, leading to challenges in her friendship with Jade.

• Friendship Dynamics: The musical explores the intensity of friendships and the profound impact of their dissolution, comparing the loss of a friend to a romantic breakup.

• New Original Songs: The production will feature brand new original songs, suggesting music plays a significant role in conveying the narrative and themes.

• Playwright's Intent: Andy McGregor states he wants to "unpack what captivates us" about online influencers who may not possess traditional celebrity talents.

Key success factors of product (trend):

• Timely Subject Matter: The focus on online influencers resonates with contemporary audiences who are heavily engaged with digital culture and social media personalities.

• Relatable Themes: The exploration of friendship and the challenges it faces, particularly in the context of fame, are universally relatable experiences.

• Artistic Medium: A musical can offer a compelling and emotional way to explore complex themes through storytelling, music, and performance.

• Established Series: Being part of the "A Play, A Pie and A Pint" series provides a built-in audience familiar with the format and the type of theatrical experience offered.

• Original Content: The inclusion of new original songs can enhance the uniqueness and appeal of the musical.

Key Takeaway: "Meme Girls" uses the narrative of two friends navigating the unexpected fame of one becoming a viral influencer to explore the captivating nature of this modern form of celebrity and the intense dynamics of friendship, set within the context of a new musical production.

Main trend: Theatrical Exploration of Digital Culture and Fame

Description of the trend: This trend involves artists and creators in the performing arts, such as theatre, using their medium to examine and interpret the phenomena of digital culture, online fame, and the impact of social media on individuals and relationships. It reflects a growing recognition of the significance of these digital forces in contemporary society and a desire to understand their complexities through artistic expression.

What is consumer motivation:

• Seeking Insight and Understanding: Audiences may be motivated to see the musical to gain a deeper understanding of the influencer phenomenon and its cultural impact.

• Relating to Friendship Dynamics: The theme of friendship and its challenges is a universal human experience that resonates with many.

• Enjoying Live Theatre: A desire to experience live performance, including music and storytelling, can be a primary motivator for attending.

• Curiosity About New Works: Audiences interested in new and original theatrical productions may be drawn to "Meme Girls."

• Engaging with Contemporary Issues: The exploration of online fame taps into current societal discussions about media, celebrity, and digital identity.

What is driving trend:

• Prevalence of Digital Culture: The pervasive nature of social media and online influencers in everyday life makes this a relevant and compelling topic for artistic exploration.

• Interest in Modern Forms of Fame: The shift towards online celebrity and its implications for traditional notions of fame is a subject of ongoing discussion and fascination.

• Artistic Responses to Societal Changes: Theatre and other art forms often serve as a means to reflect on and interpret significant cultural and societal shifts.

• Demand for Contemporary Stories: Audiences are often interested in seeing stories that reflect the world they live in, including the impact of technology and the internet.

What is motivation beyond the trend:

• Supporting Local Arts and Artists: Attending the musical could be motivated by a desire to support local theatre and creative talent.

• Enjoying a Lunchtime Entertainment Option: The "A Play, A Pie and A Pint" format offers a convenient and accessible entertainment option during the day.

• Escapism and Immersion: Theatre provides an opportunity to escape from daily life and become absorbed in a different world for a period of time.

• Emotional Connection: Audiences may seek to experience a range of emotions through the storytelling and music of the musical.

• Social Outing: Attending a theatrical performance can be a social activity enjoyed with friends or family.

Description of consumers article is referring to: Theatregoers in Glasgow, UK who are likely to attend the "A Play, A Pie and A Pint" series, interested in contemporary themes, including the rise of online influencers and the complexities of modern relationships.

• Who are them: Theatregoers in Glasgow, UK.

• What kind of products they like: Live theatre performances, particularly those that are engaging, thought-provoking, and entertaining, potentially including musicals with original music.

• What is their age?: Likely a broad range, but those attending lunchtime theatre may include professionals or individuals with flexible daytime schedules.

• What is their gender?: Not specified.

• What is their income?: Not specified. The "A Play, A Pie and A Pint" series is known for being relatively accessible, suggesting a diverse income range.

• What is their lifestyle: Individuals who appreciate cultural events and are likely to engage with contemporary social issues and trends reflected in artistic works.

• What are their category article is referring shopping preferences: Tickets to theatre performances.

• Are they low, occasional or frequent category shoppers: Likely a mix of those who are regular theatre attendees and those who attend occasionally based on interest in specific productions or the series.

• What are their general shopping preferences-how they shop: Likely influenced by reviews, recommendations, and interest in the themes or creators involved in a production. The lunchtime format suggests a preference for convenient and time-efficient entertainment options.

Conclusions: "Meme Girls" represents a theatrical response to the significant cultural phenomenon of online influencers, using the narrative of friendship tested by viral fame to explore broader questions about modern celebrity and the nature of relationships in the digital age, within the accessible format of a lunchtime musical.

Implications for brands:

• Potential for Brand Integration (If Applicable): Brands, particularly those targeting younger demographics or involved in social media and online content, could find opportunities for subtle or relevant integration within the context of a show about influencers.

• Understanding Audience Interests: The popularity of such a musical could signal a strong audience interest in content that critically or creatively examines influencer culture, providing insights for marketing strategies.

Implication for society:

• Reflection on Digital Age Issues: The musical encourages societal reflection on the impact of online fame, social media, and influencer culture on individuals and their relationships.

• Artistic Commentary on Modern Celebrity: "Meme Girls" offers a form of cultural commentary on the evolving definition of celebrity in the digital era.

Implications for consumers:

• Entertainment and Engagement: Consumers interested in the themes will have an opportunity to engage with the topic of influencers through an entertaining artistic medium.

• Potential for Relatability: The exploration of friendship dynamics, particularly in the context of changing circumstances, may resonate with personal experiences.

Implication for Future:

• Continued Artistic Exploration of Digital Culture: Expect more theatrical works and other art forms to address the growing influence of the internet, social media, and online personalities.

• Evolution of Storytelling: The narrative structures and themes in theatre may continue to adapt to reflect the unique challenges and opportunities presented by the digital age.

Consumer Trend: The Digitally Reflective Audience Consumer Sub Trend: Fame and Friendship Under the Online Lens Big Social Trend: The Blurring of Online and Offline Realities Worldwide Social Trend: Global Fascination with Internet Culture Social Drive: The Quest to Understand Modern Forms of Connection and Recognition

Learnings for brands to use in 2025:

• Recognize the Cultural Significance of Influencers: Understand that influencer culture is a relevant and evolving aspect of the modern landscape that resonates with audiences.

• Explore Creative and Nuanced Engagement: If considering influencer marketing or related campaigns, think about more in-depth and thoughtful approaches that acknowledge the complexities explored by works like "Meme Girls."

• Consider the Theme of Authentic Connection: The musical highlights the importance of genuine friendships, a theme that brands can consider when building relationships with influencers and their audiences.

• Be Mindful of the Potential Pitfalls of Online Fame: The story touches on the challenges that come with viral success, a factor brands should be aware of when working with influencers.

• Understand Audience Curiosity About Influencer Culture: The creation of this musical suggests a public interest in looking beyond the surface of online fame and understanding its deeper impact.

Strategy Recommendations for brands to follow in 2025:

• If engaging in influencer marketing, consider partnerships that go beyond simple promotion, focusing on storytelling and authentic connection that mirror the deeper themes explored by "Meme Girls."

• Explore sponsoring or supporting artistic works that engage with digital culture, demonstrating a broader understanding of the impact of online phenomena.

• Incorporate the theme of authentic connection and genuine relationships into brand messaging, reflecting the value of true friendships highlighted by the musical.

• Conduct market research to understand audience perceptions and interests related to influencer culture and tailor marketing strategies accordingly.

• If your brand's activities touch upon online fame or viral content, consider the potential impact on relationships and strive for ethical and mindful engagement.

Final sentence (key concept) describing main trend from article: The upcoming musical "Meme Girls" reflects a broader trend of artistic endeavors exploring the multifaceted world of digital culture and fame, prompted by the pervasive influence of online influencers in contemporary society, suggesting brands should consider nuanced and authentic engagement strategies that acknowledge these complexities.

Final Note:

• Core Trend – Theatrical Exploration of Digital Culture: This core trend highlights a growing interest and movement within the performing arts, particularly theatre, to engage with and examine the significant impact of digital technologies and online phenomena, such as social media and influencer culture, on contemporary society and individual lives. It reflects a recognition of the profound influence of the digital realm on human interaction, identity, and culture, prompting artistic responses and interpretations.

• Core Strategy – Nuanced Brand Engagement with Influencer Themes: This core strategy suggests that brands, when considering marketing efforts related to online influencers, should adopt a more sophisticated and thoughtful approach. Rather than simple promotional tactics, brands should aim for engagement that acknowledges the complexities and underlying themes of influencer culture, such as authenticity, relationships, and the potential challenges of online fame, mirroring the deeper explorations seen in artistic works like "Meme Girls."

• Core Industry Trend – Performing Arts Reflecting Societal Changes: This core industry trend emphasizes the traditional and ongoing role of the performing arts, including theatre, as a mirror to society. In this instance, the emergence of musicals and plays focused on digital culture and influencers demonstrates how the arts adapt and respond to significant shifts and developments within society, offering commentary and fostering public discourse.

• Core Consumer Motivation – Seeking Understanding of Modern Fame and Relationships: This core consumer motivation points to an underlying desire among audiences to better understand the relatively new and rapidly evolving landscape of online fame and how it affects interpersonal relationships. Attending a musical like "Meme Girls" can be driven by a curiosity to explore these modern dynamics through an engaging and artistic lens, potentially providing new perspectives and insights into the complexities of the digital age.

Final Conclusion: "Meme Girls" exemplifies a growing artistic interest in dissecting the phenomenon of online influencers and their impact on personal relationships, offering a timely and potentially insightful commentary on digital culture that may provide valuable context for brands navigating this evolving landscape.

Core Trend Detailed: Theatrical Exploration of Digital Culture and Fame represents a growing movement within the performing arts to critically and creatively examine the significant influence of digital technologies, particularly social media and the rise of online influencers, on contemporary society. This trend sees playwrights, composers, and other theatre artists using their creative platforms to explore the complexities of online fame, digital identity, and the ways in which these phenomena are shaping human interactions and relationships. It signifies a cultural reckoning with the pervasive impact of the internet and a desire to understand its nuances through the medium of live performance.

Key Characteristics of the Core trend:

• Focus on Contemporary Issues: The trend directly engages with current, relevant aspects of modern life, including social media, online celebrity, and digital culture.

• Diverse Artistic Interpretations: Plays, musicals, and other theatrical forms are used to explore these themes from various perspectives, ranging from satirical to dramatic.

• Examination of Human Impact: The core of these works often lies in understanding how digital culture affects individual identities, interpersonal relationships, and broader societal norms.

• Reflection on Technological Advancements: These theatrical explorations often grapple with the rapid advancements in technology and their integration into everyday life.

Market and Cultural Signals Supporting the Trend:

• Prevalence of Influencer Culture: The sheer number and influence of online influencers across various platforms provide a rich source of material for artistic exploration.

• Public Discourse on Social Media Impact: Ongoing societal discussions about the positive and negative effects of social media on mental health, relationships, and culture create a relevant backdrop for these theatrical works.

• Popularity of Digital Media Themes in Other Art Forms: Literature, film, and television have also increasingly focused on the impact of the internet and social media, indicating a broader cultural interest in these topics.

How the Trend Is Changing Consumer Behavior:

• Increased Awareness and Critical Thinking: Theatrical works that explore digital culture can prompt audiences to think more critically about their own engagement with social media and online personalities.

• Seeking Deeper Understanding: Consumers may be motivated to explore and understand the complexities of online fame and influencer culture beyond surface-level interactions.

• Appreciation for Artistic Commentary: Audiences may value the perspective and insights that theatre can offer on these contemporary issues.

Implications Across the Ecosystem:

• For Brands and CPGs: Provides a deeper understanding of the cultural landscape in which they are operating, particularly regarding the influence of online personalities.

• For Retailers: May inform marketing strategies by highlighting the themes and issues that resonate with contemporary audiences.

• For Consumers: Offers opportunities for entertainment that also provides social commentary and encourages reflection on modern life.

Strategic Forecast:

The theatrical exploration of digital culture and fame is likely to continue and grow as these phenomena remain central to modern society. Expect to see more playwrights and other artists engaging with these themes in innovative and thought-provoking ways, reflecting the ongoing evolution of our relationship with technology and online platforms.

Final Thought (summary): The musical "Meme Girls" serves as a timely example of a growing trend in the performing arts, where creators are using theatre to examine the pervasive influence of digital culture, online fame, and the complexities of human relationships in an increasingly interconnected world, prompting audiences to reflect on the impact of these forces on their own lives and society at large.

Source: https://www.glasgowtimes.co.uk/news/25201495.musical-play-the-rise-influencers-way-glasgow/