The Business of Fame: 1920-2020

Scout is a pre-seed and unannounced startup allowing fans to buy virtual trading cards of their favorite creators. An up-and-coming creator can issue a limited number of trading cards—say 100 cards for $100 each. Fans purchase those cards and unlock new levels of access: a weekly livestream with the creator, exclusive merchandise, backstage passes ... See more

A recurring theme as technology has changed celebrity is that content output goes up and production value goes down. The production value of a Kardashian social media post is orders of magnitude lower than the production value of an episode of The Oprah Winfrey Show.

In OnlyFans and the Evolution of the Influencer, I wrote that I’m skeptical of digital celebrities like those created by the company Brud. Computer-created influencers seem at odds with the trend toward more authentic, relatable influencers.

The Kardashians took Oprah’s playbook and applied it to the Internet.

The rise of “microcelebrities” and the proliferation of online content means that connections become deeper. We feel new levels of affinity for digitally-native stars—we feel that we grew up with them and that we’re privy to the most intimate parts of their lives.

New technologies will completely dissolve the line between virtual and in-person, so that your favorite celebrity becomes just another member of your friend group.

The next generation of celebrities will make money through a combination of subscription and micropayments. Fans will pay recurring revenue to support and gain access to their favorite celebrities, but will pay additional money for à la carte items.

Where Greta Garbo was elusive, Oprah was relatable. Her producer later told her: “You are America—that’s the whole point.” This made TV a natural medium for Oprah. Oprah was playing herself; TV amplified her authenticity.

Shouldn’t Taylor Swift’s earliest fans—who helped her first gain traction—share in her success? The startup Pando provides income pooling among communities.

First, digital media enjoys the zero marginal costs of both software and content. Each incremental user to join Facebook, TikTok, or YouTube costs nothing. And when that user shares a piece of content, that content can reach a theoretically infinite number of people at zero cost. Some people would argue that these companies aren’t media companies, ... See more