Cleveland's influencers are becoming cultural tastemakers

What they're saying: "We call them content creators and in any cultural organization, especially in museums, we're teeming with content," Todd Mesek, chief marketing officer for CMA, tells Axios.

• "Conversations about that type of content are happening on a digital scale. For us, it's about finding a way to participate in them."

CMA is not alone. When the Cavaliers unveiled their throwback "Classic Edition" merchandise last October, they offered a sneak preview to local influencers.

• The Museum of Contemporary Art Cleveland regularly hosts VIP influencer tours offering local creators guided walk-throughs to generate social buzz.
• The Rock & Roll Hall of Fame typically invites influencers to preview high-profile exhibits like the recent "SNL: Ladies & Gentlemen... 50 Years of Music."

"There are more local voices than ever right now," says John Stursa, co-founder of I'm From Cleveland, a social media platform that has worked with the Cavs, Guardians, Playhouse Square and others.

• "It's become noticeable that you see a lot of the same influencers and personalities being used across different organizations, businesses and events. That shows these groups are recognizing the value of local voices and audiences."

The big picture: The visibility that people with massive followings can bring to cultural institutions has been proven over the past decade.

• The Louvre in Paris saw a surge in visitors in 2018 after Jay-Z and Beyoncé filmed a music video there.
• Likewise, the Uffizi Galleries in Florence, Italy, reported a 27% spike in visits by young people shortly after fashion influencer Chiara Ferragni posted photos of her visit.

The bottom line: "Word of mouth has always been a powerful force for any cultural organization and brand," Mesek says.

• "Influencer relationships are the modern version of that."