June, 2006

I just returned from the annual Licensing Show in NYC. Despite the growing interest in licensing by celebrities to generate another revenue stream, I was surprised not to see any living celebrities licensing their names and images on products. The problem is, I suspect, most celebrity agents and managers don't have a clear understanding licensing and view it as something that will negatively impact their client's career. Nothing could be further from the truth. Licensing provides a great means of image control and can boost a career.

Consider that as a licensor, a celebrity could:

Kevin Smith's new movie, Clerks II, will undoubtedly find a cult following like his past movies.  Yet this time around he's trying something new. He's taking advantage of cultural change to promote his movie us a street-team approach. What's in it for his "street-team"?  An appearance in Smith's next movie.