May
Lifestyle
The Evolution of Celeb-Preneurship
Brand endorsements are becoming a thing of the past. For celebrities, we are witnessing a shift away from endorsements and licensing into brand partnerships. These partnerships create an authentic story that last longer than a traditional campaign. The marketing is woven into celebrities’ content, plans and projects, as well as in traditional advertising for the brand. I
The new generation of celebrities ―mostly women like Bonang Matheba is transforming star power into sale power and building commercially viable brands that actually compete with big brands. The side hustle always needs an extra cash to turn it into a profitable business. Marketing is much more transparent now due to the internet and social media. The consumers will call you out in a split second for not being authentic. It’s quite easy to smell authenticity ― as the brand and celebrity should ‘properly’ align.
Below is the list of South African celebrities that are capitalising on their influence:
Thapelo Mokoena is a trailblazer for being named the first ever African male ambassador to model the German fragrance brand Tabac.
Bonang Matheba is big enough of a brand she is able to produce her own brands such as House of BNG champagne, I Am Bonang T-Shirt and Bonang For Distraction.
Nomzamo is the first African Face for Neutrogena, the beauty also scored multi-million deals including Puma and BET
Cassper Nyovest has a scored an ambassador deal with Ciroc. The partnership with Ciroc Vodka will be a year long partnership.
Cosmetic brand Vaseline MEN partnered with local hip hop star Riky Rick to help men #StartStrong as they prepare for greatness.
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Anele@Manbox
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