Brand deals have the potential to put more money in celebrities’ pockets than their acting roles, music sales, or even touring. And for a good reason.
Branding enables businesses and public figures to develop deep relationships with audiences who become loyal customers.
Celebrity endorsement isn’t a new practice, but the influencer industry has undoubtedly grown into quite a behemoth over the years. The market has exploded from $1.7 billion in 2016 to $9.7 billion in 2020. In 2021, it grew to $13.8 billion and is expected to reach a staggering $16.4 billion.
From clothing brands to soft drinks, we’ve discussed the celebrities who have used their massive following to snag some of the biggest (and smartest) endorsements we’ve seen so far this year.
01
Cardi BX Whipshots
Earlier this year, the WAP artist announced a partnership with Whipshots, a brand of alcoholic whipped cream. Since the announcement, the cans have reportedly sold out online in under four minutes each day for weeks. “I’m not really a hard-core alcohol drinker. And I like things that are sexy and tasty. It’s going to be a party in every can,” Cardi told Billboard in a statement. “I used to plan on making margaritas, but this is more fun.”
02
Meg Thee Stallion X Popeyes
The original hottie’s collaboration with Popeyes was awesome. Last fall, Megan Thee Stallion launched exclusive hot sauces that were served with customers’ meals. Popeyes said the Grammy winner “worked closely with the Popeyes kitchen team to create the exclusive Megan Thee Stallion Hottie Sauce, which showcases a sweet yet bold flavor with hints of spice, inspired by Megan’s sassy personality.” Part of their partnership reportedly also saw the artist enter into a multi-franchise ownership deal with the chicken brand as well.
03
Kanye West x Balenciaga x Gap
For nearly two decades, hip-hop and fashion mogul Kanye West has dominated both the Billboard charts and the fashion world with his simultaneously successful music and apparel industry stamps. After reportedly scaling his fashion brand Yeezy to a $4-5 billion mark. Now, according to a recent hybrid partnership involving Gap and Balenciaga, the brand is poised to soar to even higher heights. Hypebeast was discontinued in July Hypebeast reported that the second installment of the historic partnership can be bought online, with prices ranging from £85 to £300 (about $100 to $360).
04
Doja Cat X JBL Speakers
We’ve been making Doja Cat music for years. So it was a no-brainer when JBL (audio speaker brand) announced their powerhouse partnership with the pop star earlier this year. “I look forward to working with JBL. From the beginning of the partnership, they have made it clear that they are here to support me and my ideas about their products. This is easy for me because I really love their speakers and carry them with me wherever I go. If I could, I would wear clothes made out of JBL speakers,” said Doja Cat. “Can’t wait for everyone to see all the cool things we’re making, including something coming soon for my biggest fans.”
05
SZA X Crocs
SZA has earned our love over the years with her beautiful vocals and earthy aura. Her style, like her music, has become a staple and a major brand has taken notice. For her first collaboration, SZA created two limited edition designs featuring a wood panel structure and whimsical pendants that reflect her bright personality. They cost $70 and were described as having “a warm wood grain pattern and colorful Jibbitz™ charms” that fit the singer’s personality, as well as “totems that keep her grounded, calm and collected.” They sold out instantly and the singer is reportedly in talks to work on another drop.
06
YOU. X L’Oréal Paris
Her beautiful locks are almost as unmistakable as her flawless singing – that’s why HER’s partnership with L’Oreal was a match made n branding heaven. As announced in January, the Grammy Award-winning artist signed a deal with the beauty giant to become their newest global ambassador, following in the footsteps of Beyonce and Viola Davis and other icons. “When I use my voice, I have to stand by what I represent 100 percent,” HER said in a statement. “That’s why I’m over the moon to join L’Oréal Paris and add my voice to this sisterhood that represents the diversity of beauty on this planet with the message for every girl to know her worth deep in her heart.”