Imagine your dream celebrity – Beyoncé, Gwyneth Paltrow, Idris Elba, Leo, Chris Hemsworth, Oprah, JLaw, Trevor Noah… Now, think about how much it would cost to pay them to share your product? Yikes. That’s why it’s called a “dream,” right? Well…what if they were in reach? Even for a tiny little startup? At LMS, we believe where there is a Will (Smith), there’s a way, and we successfully broker startup and celebrity partnerships, on the reg.
There are multiple ways to engage with celebrities around your product, some are even *gasp* free (if you’re lucky and have a killer product). However, the three #mostlikelytosucceed are: Celebrity Endorsements, Celebrity Licensing, and Celebrity Partnerships. Need the sparknotes on that one? Don’t worry, we, at LMS, all got straight A’s in How to Work with Celebrities 2019 and wrote up with easy cheat sheet, just for you.
Celebrity Endorsement
A celebrity endorsement is the most traditional (read: antiquated) way that big businesses use celebrity recognition to compliment a marketing campaign. Endorsements typically involve using the name and likeness of a celebrity in a print or television advertising campaign. The celebrity is usually the ‘face’ of the brand, and there is minimal expectation (or consumer belief) that the celebrity actually uses the product or understands its origins, ingredients, etc. The celebrity generally receives a large cash advance to participate.
Example: Cardi B and Pepsi. No one believes Cardi only drinks bejeweled Pepsi’s, but she sure grabs our attention on screen. Okurrr!
Celebrity Licensing
Celebrity licensing is more common in the apparel and beauty industries. A simple explanation of celebrity licensing is: an existing business/brand licenses the name and image rights of a celebrity to imply that a specific product or line of products was created by/for that celebrity. Generally the licensee (the brand) has existing designs, manufacturers, and distribution in place while the celebrity provides inspiration and has approval rights over the design. However, the participation of celebrities can vary greatly when it comes to licensing. Some celebs have a real interest in design, and look for brands who will help actualize their vision. Those celebs truly take part in everything from fabric choice (apparel), ingredient sourcing (beauty), to design and marketing… while others simply show up for photoshoots and launch events. The terms of these relationships usually lasts a few years, and involve a cash advance that is recoup-able against royalties. No matter the personal involvement, the celebrity will generally be contracted to participate in media and promotions around the line, and will usually be encouraged to sport the product(s) for the (not-so-hidden) paparazzi every once in a while.
Example: Zendaya and Tommy Hilfiger. Our favorite Disney star has everyone swooning over her all grown up 70s-inspired “Tommy x Zendaya” capsule collection.
Celebrity Partnerships
Celebrity partnerships cast a wider net than both celebrity endorsements and celebrity licensing combined… and often encompass a little of both. Celebrity partnerships are usually born out of a celebrity’s personality, values, and genuine interest in a product, resulting in a more organic relationship between celebrity and brand. Unlike celebrity endorsements or licensing, however, partnerships can be brokered on small budgets with young brands that are privately held, growing, or pivoting. Sometimes the celebrity takes on a leadership role within the company, as a creative director or board member, providing feedback, access, or suggestions for the business. In other cases, the celeb may talk up the product to their star-studded girl-gang, or recommend it to their fav talk show host. Partnerships are like romantic relationships… no two are the same, but both parties have to be invested for them to work.
In a true partnership, the celebrity has an honest interest in the brand values and products, resulting in authentic promotion. Often, companies will request that the celebrity gift the product to friends and followers, and share information about the products in the media. Depending on the contracted agreement, more traditional campaign aspects, like a print or radio ad, are also included. Celebrities can be paid as advances (recoupable or not), commission, and equity (meaning a stake in the brand). Oftentimes, it’s a combination of the three.
Example: LMS brokered partnership between Beyoncé + WTRMLN WTR. ‘Yoncé knows what’s up. In The Carters’ single “Apeshit,” Queen B sings, “Pay me in equity,” which is just what LMS did. Read about how we got B to be “drinkin’ watermelon”, here.
Making magic happen is our favorite pastime here at LMS. Our work, particularly in celebrity partnerships, has made client dreams come true! Some of our marquee partnerships include: Beyoncé x WTRMLN WTR, Jillian Michaels x Thrive Market, Ellie Goulding x CORE Hydration, Sofia Vergara x EBY, and Halsey x High Brew.
Want to turn your celebrity dreams into reality? Contact LMS at imgame@wearelms.com, or visit us at www.wearelms.com.