Joanne Peh's livestream saga sparks wider conversation on creator respect

Joanne Peh's decision to walk away from a livestream collaboration in China has struck a chord with creators, reigniting conversations around professionalism, respect and working standards within the creator economy.

While the former Mediacorp actress stopped short of naming the merchant involved, her comments have prompted a wider discussion about the treatment creators receive behind the scenes. According to media reports, the brand's senior representatives later met with Peh in Guangzhou to apologise for the incident, with Peh describing the gesture as sincere and confirming that she had accepted the apology and considered the matter resolved.

Yet, the episode has continued to resonate across the creator community. As influencer marketing and livestream commerce continue to grow, creators are increasingly expected to invest significant time and effort into researching products, producing content and building trust with their audiences.

Don't miss: BrandTok founder issues statement, SMEs want 'taking of accountability' not just 'talking'

The issue comes amid broader scrutiny of creator welfare in the region. Last month, influencer marketing platform Partipost faced criticism after creators across Southeast Asia alleged delayed payments, bringing concerns around accountability, transparency and creator treatment to the forefront.

Together, the incidents have shone a spotlight on the pressures creators can face behind the polished content seen online. So, what needs to change for brands, agencies and merchants to build more respectful and sustainable relationships with creators?

Peh isn't alone

For Caitanya Tan, founder of home-grown brand PointyRice, as well as a content creator, actress and presenter, Peh's decision to speak up resonated on a personal level.

Tan said she has encountered unprofessional behaviour from brands before and believes creators are often reluctant to address such experiences publicly, despite facing many of the same challenges highlighted by Peh.

Recalling one particular collaboration, Tan said a client requested additional product information be included only after she had already conceptualised, scripted, filmed and edited the content.

During those final discussions, she also learnt information about the product that made her uncomfortable continuing the partnership. Rather than proceed with the campaign, Tan chose to terminate the collaboration entirely.

"I'm sure the marketing department didn't see why it was necessary for me to do it, but morally I couldn't lie to people if I was being paid, so I did what I had to do," she said.

The incident, she added, reinforced the importance of creators being able to stand by the products and brands they promote, even when doing so may come at a professional or financial cost.

Tan believes many of the industry's frustrations stem from a lingering perception that creators are simply faces in front of a camera rather than businesspeople, entrepreneurs and communications professionals.

"The biggest challenge creators face today, I dare say, is that we are undermined for our business savvy," she said.

According to Tan, creators are sometimes judged solely on their public personas, while the strategy, commercial thinking and audience understanding behind their work often goes unrecognised.

Trust us to do what you hired us for

For some creators, the issue is not necessarily outright disrespect, but a lack of trust in the expertise they bring to a collaboration.

Jin Lim, better known as Jinnyboy, founder of production house Aspect Ratio Studios and a content creator with more than 15 years of experience in the media and entertainment industry, said he has not encountered particularly unprofessional clients during his career. However, he noted that some brands and agencies have struggled to understand how creator-led platforms work.

Recalling a past collaboration with a technology company, Lim said a regional stakeholder criticised a long-form branded video, arguing that no one would watch content exceeding 10 minutes. The agency subsequently helped address those concerns, and the campaign ultimately went on to garner five million views, with audiences actively engaging with both the content and the featured brand. Lim added that he later went on to work with the brand on several more campaigns.

"From the client side they must understand why they’re hiring the creator, instead of hiring them purely based off their numbers," he added. 

For Lim, successful creator partnerships begin when brands recognise that audience understanding and platform expertise are just as valuable as reach and engagement metrics.

Creators aren't just another media channel 

While trust remains a key concern, creators say another challenge lies in the power dynamics that often shape brand collaborations. Brands often hire creators for their audience relationships and platform knowledge, yet do not always trust their judgement when it comes to execution. That challenge is particularly pronounced for newer creators, according to Lim.

"The biggest challenge is most creators think they have to give in to everything the client wants in fear of losing the job," Lim said, adding that many are still learning how to manage client relationships and when to push back.

From his perspective, brands need to understand why they are engaging a creator in the first place, rather than viewing them solely through the lens of audience numbers and campaign metrics.

A similar sentiment was shared by Tjin Lee, content creator and head of Southeast Asia at Gusto Collective, who has worked with brands including Ritz Carlton, OCBC, National Library Board, Estée Lauder Group, The Straits Times, Nespresso, Shiseido Group, BYD, Adobe and Australian Tourism Board as a content creator. Her content on women's empowerment, entrepreneurship and ageing has built a following among professionals, corporate leaders and mothers.

While Lee said she has not personally experienced disrespectful behaviour in content collaborations, she believes one of the industry's biggest pain points arises when brands fail to work collaboratively with creators.

According to Lee, every creator has a unique audience, and the strongest creators understand what resonates with their communities better than anyone else. She said: 

Every creator's demographic is different, and the good ones know best what works and what doesn't work for their audience.

Rather than prescribing detailed scripts or adopting a one-size-fits-all approach, Lee argued that brands should give creators the freedom to communicate in a way that feels authentic to their personal brand and audience.

Mutual respect matters

When it comes to improving creator-brand relationships, all creators pointed to communication and mutual understanding as essential ingredients.

For Lim, that starts with clear agreements and expectations before work begins, ensuring both parties understand each other's objectives, boundaries and responsibilities. He also encouraged brands and creators to focus on building longer-term relationships rather than treating collaborations as one-off transactions.

"Draft out agreements, and agree to them before executing your project so everyone is on the same page. Build the collaboration relationship, instead of a one off. Help each other understand their brands dos and don'ts, both client branding and creator branding," he said.

Lee similarly emphasised the importance of collaboration over control. The most successful partnerships, she said, are those where brands are willing to listen, make adjustments and trust creators to do what they do best.

"The best clients and brands know how to work collaboratively to make adjustments, and understand that mutual respect leads to a long-term, authentic partnership," said Lee.

While Tan acknowledged that difficult experiences are an inevitable part of business, she said Peh's willingness to publicly address the issue had struck a chord with many creators facing similar challenges behind the scenes.

"I'm glad Peh stood up for herself, and by extension the rest of us," said Tan.

Related articles: 
When reviews can make or break a business, can influencers be honest without causing harm? 
APAC creator economy tipped to hit US$1.2 trillion by 2030    
Credibility trumps clout in Singapore’s influencer landscape