Itâs clever, because mocking influencers alone would have been swinging at low-hanging fruit. Instead, Williams mostly focuses on teasing himself as an outsider who thinks he is above it all, and the grim machine around it. Tim Key returns as the execrable James Wirm, owner of Beam Industries, the countryâs largest influencer agency, and thereâs a winningly daft political subplot involving the new minister for influencers, Mungo Slate (Graham Dickson).
The past year may have been disastrous for many, but influencers, reports Williams, are doing just fine. (Thatâs more than can be said for the employees of Beam Industries, who have been ruthlessly âstreamlinedâ by Wirm.) He takes on a number of challenges to see if he is cut out to be one, including creating an elite holiday experience for young people on a budget, putting on an exhibition of influencer-inspired art, and commentating on a boxing match between two internet-famous idiots, with no previous experience of fighting that does not involve shouting follower numbers at each other.