The celebrity endorsement business has changed dramatically over the past few years. Moving away from the one-off endorsement deal, celebrities are now asking their teams to secure equity positions in brands, and in lieu of taking seven-figure deals up front, they are willing to utilize their personal equity to propel a brand’s position in the marketplace. But how many of these deals really work? And what is the reality to success? In this course we will deep dive into successes and failures. We will meet the celebrities, and speak with the people who are crafting these deals. We will discuss in real time and in person, the point of view from both a brand and celebrity’s side, and together assist with the ultimate decision to be made by both parties. We will take a look at the evolution of “the deal”, and what triggers both the buying side and creative side to finally produce what consumers see and hear in their homes, theaters, radios, computers, and phones. We will speak with current players in the space to see how brands are converting their position from buyer to owner, and how the entertainment community is restructuring their businesses to accommodate this fast moving reality.
Jarrod Moses was a Columbia Business School faculty member from to 2016.