More than one hundred content creators are flocking to Nashville this weekend to network and share tips on brand building.
They’re also partnering with local businesses in Music City, which has recently become a hub for influencers.
A growing population plus a plethora of new trendy restaurants makes the perfect content creator cocktail, according to Leigh Lovett, marketing director and owner of Blogger Xchange – a Nashville-based community comprised of more than 1,000 influencers and bloggers.
“There’s always something new happening here,” she told WPLN News. “From a restaurant perspective, just having new content, basically the creators always have something to post within Nashville.”
Brands are taking note of the Nashville’s popularity, she says, and hosting more events in the city.
Additionally, Tennessee doesn’t have a personal income tax. This saves the average relocating family between 3% and 10% of their income, according to the Nashville Chamber of Commerce.
Highlighting local businesses
Lovett is capitalizing on her hometown’s popularity by hosting the Blogger Xchange expo August 27 through August 31. The event includes seminars in which established creators – those with about 100,000 followers – offer tips to help smaller creators grow their platforms. Notable brand partners for the festivities include Visit Music City, Google Fiber, and Metropolis.
The event is open to anyone interested in content creation who wants to learn how to monetize their social media accounts.
Lovett also stressed that the expo isn’t just about fostering professional development skills. The main goal, she says, is to highlight Nashville businesses at a time when many are closing due, in part, to rising rent prices.
“We’re really excited to be partnering with different food and clothing vendors, people who do makeup, beauty, also jewelry as well,” she said. “So, highlighting a lot of diverse women-owned, Black-owned and just different types of businesses in Nashville.”
Moreover, part of the event proceeds will go towards the Nashville Rescue Mission and ShowerUp Nashville.
“We really do believe in doing good in Music City,” she said.
Journalists v. influencers
The rise in content creation has often blurred the lines between influencers and journalists. A Pew Research poll taken during the 2024 presidential campaign showed that 20% of Americans get their news from social media influencers.
Lovett has a master’s degree in communications from Northwestern University and says that the two fields are very different, but there’s room for everyone to coexist.
For example, at a red carpet event, she believes that interviews should be left to journalists while creators can offer recaps and leverage their popularity to bring in larger audiences.
“Where the content creators can come in is really highlighting what were the big moments? What were the fun activations? Was there any musical talent?” she said. “It’s almost like a highlight of it versus a more in-depth story.”
Registration for this year’s Blogger Xchange expo is open until Aug. 28.
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