Celebrities are launching more and consumer brands in which they are an equity stakeholder and not just a paid endorser in an effort to monetize their popularity.Entertainers have seen revenue streams such as large, back-end payments and syndication deals dry up. Similarly, agents have been on the lookout for new high-margin revenue streams since packaging was deemed illegal. If a consumer product is successful, it can generate an eight- or nine-figure payday.
Some of the most notable include Jennifer Aniston, Issa Rae, Dwayne Johnson, and Robert Downey Jr. The most popular categories are alcohol and personal care, but agents advise clients to pick products for which they have a personal connection.Every major agency in Hollywood — CAA, WME, and UTA — now has celebrity ventures divisions and have been staffing up those departments.
Source: Entertainment Trends (entertainmenttrends.net)
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