I've blogged plentiful examples about this topic, which is important to grasp as a part of audience, institution and digitisation.
James Devaney/WireImage; Courtesy of Elizabeth Arden
Everyone wants to smell like the Biebs – which is why Justin Bieber's women's
fragrance, Someday, netted $3 million in its first three weeks this summer.
According to Jo Piazza's book Celebrity Inc., A-listers can haul in
between $3 million and $5 million up front, plus five to 10 percent of sales, by
licensing their name to a fragrance. Beyonce, Britney
Spears and Jennifer
Lopez are among the other stars whose scents have raked in tens of millions
in recent years.
Potential payday: $5 million or more for a hot star like Bieber
Downsides: Loss of cred. Before launching his 222 fragrance in May, Maroon 5's Adam Levine hemmed and hawed to People: "I know there's a stigma attached to it, a stigma that I fully understand because I, too, hate the idea of a celebrity fragrance, absolutely, 100 per cent. [But] I kind of thought to myself, 'Well, I'm interested in fashion and there's a lot of things about it that could be really cool if done properly.'"
Potential payday: $5 million or more for a hot star like Bieber
Downsides: Loss of cred. Before launching his 222 fragrance in May, Maroon 5's Adam Levine hemmed and hawed to People: "I know there's a stigma attached to it, a stigma that I fully understand because I, too, hate the idea of a celebrity fragrance, absolutely, 100 per cent. [But] I kind of thought to myself, 'Well, I'm interested in fashion and there's a lot of things about it that could be really cool if done properly.'"
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