Celebrity endorsement deals may seem like a
dime a dozenthese days
— but it wasn’t always this way.
While speaking on an Adweek panel about pop culture, former Sony chairman and CEO, Tommy Mottola, said, “Until recently superstars didn’t want to touch celebrity endorsements,” reports the New York Post.
Now, he said, only a few A-listers such as Bruce Springsteen refuse such lucrative deals.
Mottola, who once oversaw the careers of Jennifer Lopez and his ex-wife Mariah Carey, now manages his current wife, singer Thalia Sodi, who launched an “edgy, club-styled clothing and accessories,” line at Kmart that targets Hispanics.
As for why celebs may have been reluctant to appear as the face of a brand, Mottola says:
“Some bad experiences have occurred over the years, with female singer divas, ballplayer divas or those with the wrong entourages. We’ve all been through those bad management deals that turned into nightmares. To some extent they’ve tainted us and the industry.”
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