Why brands celebrities are worth gold
The footballer David Beckham generates through its only mark of 45 million euros of gains each year.
America calls it the "celebrity marketing."France has preferred the term less bling and more obscure endorsement. Behind these words, the same phenomenal business: celebrities that sell for high prices their name, image. become celebrity brands to brands that have made their very expensive muses. A Nespresso George Clooney drinking his coffee pod affects between 8 and 10 million a year. When Jean Dujardin shared his cup, his stamp was 3 million.
According to the company Brand and Celebrities, 10% of French TV spots broadcast in 2015 appealed to individuals, and 6.5% of advertisements in the press, for a market of several million euros. The top models (Gigi Hadid, Cara Delevingne, Kendall Jenner ...) accounted for 20% of partnerships between brands and celebrities last year.
Luxury, beauty and care, clothing and accessories are the three areas to wager the most on the commercial reputation of the stars. Dior, Chanel and L'Oreal topped.L'Oréal signed with twenty international stars. Vanessa Paradis and Keira Knightley are Chanel muses. Dior ambassadors for Marion Cotillard, Charlize Theron, Natalie Portman and Jennifer Lawrence, the actress best paid in the world according to Forbes, which has just published its annual ranking for film ($ 46 million).
The digital buzz
And social networks are marketing celebrity Grail. Brands are tenfold their audiences and their targets. Dwayne Johnson, the actor best paid in the world (64 million), announced on Instagram, where it has 31 million followers, his collaboration to design a pair of shoes sold in 2017. With its 145 million fans on Facebook and Twitter, singer Rihanna is a safe bet for Dior and Puma, its partner brands. Become a brand with his reality show, Kim Kardashian and her husband, singer Kanye West, are worth gold for Balmain.
Heroes of their lives and social networks, the stars create the digital buzz. The pub Cristiano Ronaldo for Tag Heuer - partner brand as the French defender Raphaël Varane - was "LiKee" more than 100 million times on Facebook.
Ronaldo has signed a firm contract with Nike, the equipment of Zlatan Ibrahimovic.Lionel Messi is at Adidas, like David Beckham. All modern icons, the former footballer was the one who pushed away his small business. Beckham the brand is worth a fortune each year and generates EUR 45 million gains. In 2014, according to the Daily Mail, David pocketed 8.8 million euros on its image. With his wife Victoria, he manages several companies, including the Beckham Brand Holdings and Footwork Productions, which manages the name and image of the star. The family of former sportsman earns over € 92,000 per day according to the Daily Mail. With a fortune estimated at 700 million euros, the Beckhams are richer than the Queen of England.
Nathalie Chifflet The individual's personality may have more than talent
You wrote "The Economics of the star system." It is an engine of growth?
It is a system in which the reputation retrieves the craziest remuneration and occupy the media. There is no miracle to get in, but there are essential ingredients: being able to tell a story about yourself so that it raises collective emotions. Then you have to deal with the media in different countries of the world, some form of talent (artistic, political, etc.) and the ability to pass with very different audiences. You have a typical star is Jeff Koons in the field of fine arts.He built his image by his marriage with the Cicciolina in Italy and a global presence extremely thought.
The stars of today they obey the same criteria as those of yesterday?
Stars, there is a very long time: we can say that Michelangelo and Victor Hugo were already. But moving images with the TV and cinema have played a fundamental role in the advent of the star system. Internet and social networks accelerate and accentuate existing phenomena.Moreover, all the big stars have their blog, send messages on Twitter are on Instagram.
The star system seems inevitable ...
Yes, I would say it's part of the collective psyche today. People refer to many iconic characters in their field. This is for example the return of Olympic stars found in all the newspapers. But this system has perverse effects. It accentuates absolutely crazy pay inequalities in artistic circles and does not promote egalitarian all talents. It even comes sometimes to crush the issue of talent to other elements anecdotal departure concerning eg the personality of the individual.
These strangers who become web stars
Cyprien was a stranger until he publishes videos of him making jokes on the net. From its 27 years, today is the French YouTubeur most followed: more than 9 million subscribers on its chain, 1.2 billion views.
Success on the web is not a question of age. As Cyprian, Philippe Dumas became a star thanks to the canvas. This sexagenarian the unmistakable beard made the buzz with pictures of her posted by an overseas visitor.Within days, his Instagram account has grown from a few thousand new followers. "It's as if I had won the lottery," he says.
professional Vineurs
2.0 These stars are multiplying in the United States. Cameron Dallas became a star by posting Vine, these mini-videos that turn 6 seconds loop. Life ends staged by this young man of 21 brought together almost 10 million followers, making his account the eleventh most followed world. Its digital success has also been rewarded: in August 2015, he won among other prizes the Teen Choice Awards in the "male star of the web."
It is a flagship figure of Magcon Tower, this international tour of the largest and youtubeurs Vineurs the world to meet their fans. After Paris, London and Cologne as part of the European tour, the web of stars will visit the archipelago of Puerto Rico early September. Meet his idol at a price: the entrance fee to $ 150 to qualify for the "VIP experience".
Cristiano Ronaldo, the soccer icon
The footballer Cristiano Ronaldo holds the Facebook account most followed in the world with 116.6 million fans. It has long been present on social networks and control so calculated image. He also was named the sexiest player of Euro in 2004 and 2008 and sports the sexiest of the year in 2012.
This media success is materialized concretely: statues of 10 meters high from the Portuguese star are erected in Lisbon and Madrid and the airport in his hometown, Funchal, bears his name.
His collaboration with many brands, like a David Beckham, also shows his influence. Besides his appearances in commercials for Suzuki or Nike, he was chosen by Giorgio Armani to be the face of the brand of clothing and underwear in 2010.
But it is increasingly the face of himself and of his own creations. He launched his collection of underwear CR7 and has just inaugurated a few of its luxury hotels in Portugal. All contribute to make Cristiano Ronaldo the highest paid athlete in the world.
170 It is, in millions of dollars, revenues of US singer Taylor Swift, 26. She topped the Forbes celebrity before the boy band One Direction ($ 110 million) and the writer James Patterson ($ 95 million). Cristiano Ronaldo goes into 4 th position ($ 88 million).