04/06/2024 11:38:30 AM 
(3) 
(3) 
Used to be that celebrities owed it to brands to help make them famous and keep them in the spotlight.
They still do, but it's going to be a different relationship moving forward.
Soccer star Lionel Messi just went onto Facebook and got 7 million "likes" in a matter of hours.
The ability for celebrities to directly connect with their audience of fans is going to open up significant opportunities for them.
Opportunities that might be able to threaten brands directly because of the celebrity power and the "exclusive" insight/access they can bring, untainted by the constraints of an over-arching brand.
It's likely we will see some sports celebrities move outside the orbit of the traditional clothing and footwear players and go something on their own.
We can also expect more celebrities to create their own media properties as Jay-Z has just done.
They can do this because they can connect, reach, promote and importantly sell to their core fans for a fraction of the cost of traditional media.
For brands like Nike and Adidas, that have been built on the endorsement of sports celebrities, there could be some interesting changes ahead.
What about for Facebook- when will it start to treat celebrities like brands?
Posted by Ed Cotton
Celebrities are a thread for media companies
Yesterday celebrities were brands, today they are rising their own value by becoming brands and media. Because they now have a direct acces to an audience they can lever (ie: 50 cents tweet about H&H Imports), they are more valuable for firms that acces to their fanbase by buying their image. From this point of view, celebrities are more a threat for media companies than just brands because they are starting competing against them in the media planning field.
Posted by Olivier on 04/07/2024 08:35 AM
Yesterday celebrities were brands, today they are rising their own value by becoming brands and media. Because they now have a direct acces to an audience they can lever (ie: 50 cents tweet about H&H Imports), they are more valuable for firms that acces to their fanbase by buying their image. From this point of view, celebrities are more a threat for media companies than just brands because they are starting competing against them in the media planning field.
Posted by Olivier on 04/07/2024 08:35 AM
Social allows pro athletes to flip the script
Agreed...I explorered this dynamic in the outdoor world at http://bit.ly/euyl9B and http://bit.ly/hn6IgE (two parts of the same discussion) It comes down to do athletes/celebrities need sponsors more or do the sponsors need the athletes/celebrities? The line is blurring. Interested in your opinion.
Posted by Mike Geraci on 04/12/2024 11:54 PM
Agreed...I explorered this dynamic in the outdoor world at http://bit.ly/euyl9B and http://bit.ly/hn6IgE (two parts of the same discussion) It comes down to do athletes/celebrities need sponsors more or do the sponsors need the athletes/celebrities? The line is blurring. Interested in your opinion.
Posted by Mike Geraci on 04/12/2024 11:54 PM
It appears you don't have Flash installed.
More on talent & big media coming together like never before. http://media-creativity.com/?p=1767