The O-1B visa, a work permit reserved for individuals deemed to possess "extraordinary ability" in the arts, has become the pathway of choice for social media influencers and OnlyFans models seeking to build careers in the United States. Immigration attorneys told the Financial Times that influencers now make up more than half their clientele for O-1B applications, a shift that has accelerated since the Covid-19 pandemic as lawyers and talent managers have adapted the visa's criteria -- originally designed for traditional artists -- to fit the metrics of online fame.

High follower counts and substantial earnings can establish commercial success under the visa's requirements, landing a brand promotion contract can qualify as an endorsement of talent, and appearing at a store opening can count as performing in a "distinguished production." The total number of O-1 visas granted annually increased by more than 50% between 2014 and 2024, even as overall non-immigrant visa issuance grew by just 10%. Fewer than 20,000 O-1 visas were granted in 2024. Some attorneys said they worry the fixation on algorithm-driven metrics could disadvantage traditionally trained artists whose work doesn't generate viral attention.

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