Cirque du Soleil has launched its Cirque du Soleil Artist Influencer Network, connecting advertisers with the live entertainment brand’s over 1,500 artist influencers, providing access to over 35 million followers within the network, as well as their content creation capabilities.

“For the first time ever, we’re providing access to the creative people that bring our live experiences to life every day both on stage and behind the scenes,” Christopher Bower, head of global brand and social at Cirque du Soleil, tells MiC. 

The Artist Influencer Network includes “athletic artists from around the globe, many of whom are former Olympians, professional athletes, musicians, and costume designers,” influencers who have garnered “hyper engaged fan followers,” he explains. 

The company felt the time was right to extend the reach of its network to advertisers, adding that athleisure wear companies, consumer packaged goods brands, travel companies and more,” are key targets for the new network. 

“We’ve witnessed significant organic social growth and interest among our on-stage artists, technicians, and other creative employees over the past two years,” he notes, crediting a push within the company to better understand and engage with its artists’ personal profiles on social media. 

The Artist Influencer Network “represents a natural progression,” of that growth, “providing brands with access to our exceptional roster of individuals who offer original content and unique perspectives.”

Bower notes that the new network complements Cirque’s other mediums, including its signature globe-trotting event and its branded content opportunities, which can be packaged to reach Cirque’s local and global audiences.