The Business of Fame: 1920-2020

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.

Advertising captures the same value from everyone and fails to unlock incremental value from the deepest layers of fans. Subscription + à la carte models better monetize superfans.

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.

But the more interesting development in the business of celebrity is the shift away from advertising.

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.

For millions of people today, watching and conversing with their favorite lifestyle streamer is much more engaging than passively watching Netflix.

Livestreaming is another example in the trend toward authentic connections. Livestreaming has moved beyond gaming, and it’s becoming natural to “hang out” with your favorite online celebrities over livestream.

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.

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