Everyone it seems is either working with or trying to become an influencer these days. We could even call it “under the influencer” marketing. 

These influencers are, for the most part, living humans, although there are sometimes animals (RIP Grumpy Cat) roped in. Or even cartoon figures (Krusty The Clown from The Simpsons was arguably the original influencer). 

What about an influencer based on a logo? That’s impossible, right? Except that is precisely what electronic music label Monstercat is looking to get off the ground. 

As the label marks its 10th anniversary it is doing the typical things one might expect – a retrospective, a celebratory compilation and so on. But it is also taking its own logo (a cat wearing headphones and having a dance) and turning that into a 3D “influencer”.

But HOW can a logo be turned into an influencer? That’s a perfectly valid question. The long-term plan is that the 3D cat logo is something that can be dropped into a wide range of content and media platforms as the label markets itself and its acts. It will make cameos in live settings, gaming, streams, social posts and more. 

It was inspired by the slow emergence of “virtual influencers”, but did not want to replicate exactly what they do. 

“I’m not interested in that!” Monstercat founder and CEO Mike Darlington told us recently. “But the technology behind this can be used for social content, brand partnerships, in video games, film, television… You’re not having to build original content each time: once you have this built and rigged, you can provide them with models to build off of.”

He added, “I could be in my home, and moving my face and looking at my phone seeing the character move. Or you could drop it on my desk using AR. There’s so many possibilities.”

It could perhaps be understood as a meta-influencer in 3D logo form. Plus it offers a continuity point across all of the different marketing activities it is undertaking. 

This could be a very wise move and might prove cheaper in the long run after the animation costs are covered. There are also none of the risks associated with real-world influencer partnerships – such as them not necessarily posting the content the brand wants or possibly getting embroiled in a scandal due to certain behaviours or comments that land everyone in hot water.

Removing the risk factor from the influencer world is now a possibility. Maybe using a 3D “influencer” means the reach and impact will not be as broad or as deep as it would be with a human influencer; but the one shining benefit is that it is unlikely to say anything that will put the brand at the sharp end of a lawsuit or get it cancelled.