Editors and Writers Guilds Aim to Unionize Theorist Media
In 2025, Hollywood’s labor environment faces major challenges amid evolving media dynamics. With studios consolidating and reducing costs, opportunities for unions are diminishing in traditional settings. Simultaneously, power is shifting towards non-union platforms such as YouTube and TikTok.
The Unionization Efforts at Theorist Media
The Motion Picture Editors Guild (MPEG) and the Writers Guild of America West (WGA West) are spearheading a new initiative to unionize Theorist Media. This digital media production company is well-known for its successful YouTube channels, including The Game Theorists, The Food Theorists, and The Film Theorists.
Targeted Workers and Goals
- The unions are focusing on over two dozen workers involved in editing, writing, and producing content.
- Roles also include creating thumbnails and refining sound design for the shows.
- Theorist Media also broadcasts some content on Twitch.
This is the first instance where either union has sought voluntary recognition from a company that produces YouTube content. Historically, Hollywood unions have overlooked short-form video formats, but this stance is changing. YouTube has recently taken the lead as the most-watched video platform on televisions, prompting unions to embrace these rising formats.
Statements from Union Leaders
Michele Mulroney, recently elected president of WGA West, expressed the necessity for the union to grow its scope. She remarked on the urgency of addressing concerns in modern media landscapes. Workers from Theorist emphasized that their unionizing efforts could elevate professional standards within the creator economy.
Worker Perspectives
Nicole Cepeda, a graphics worker at Theorist, highlighted the importance of recognizing the work done by creators on YouTube. She stated, “For more than 20 years, we’ve seen terrific creators shape YouTube into one of the most powerful platforms on Earth.” Cepeda emphasized the need for real protections for the content created.
The Current Situation
Theorist Media, located in Raleigh, North Carolina, and Los Angeles, has so far declined to voluntarily recognize the union. The WGA West and MPEG are urging the company to comply. If rejected, the unions may have to file a petition with the National Labor Relations Board (NLRB) to officially represent the workers.
Daniel Zemke, a writer from Theorist, articulated that their efforts aim to improve wages and working conditions while amplifying the workers’ voices. He remarked on the significance of bringing the labor movement to YouTube, marking a notable step for Hollywood unions in the digital age.
As this situation evolves, it remains uncertain if Theorist Media will recognize the union. However, support from established Hollywood unions indicates a significant shift in the approach towards digital media workers.
