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Erin's avatar

I think the problem with Beyoncé’s businesses continues to be that you have to hustle for a celeb brand to be successful. Selena and Rihanna are out here SELLING. Beyoncé wants to maintain an air of mystery and remove - that is not compatible with today’s market.

I think eventually she’ll have to decide if she wants to give it up and consistently put herself out there to make these brands work, or become a silent investor who builds & owns brands that don’t need her face on the marketing. But watching these various ventures launch and fade over the years just makes me cringe; it’s so at odds with her artistic image of exacting excellence.

Kayleigh Donaldson's avatar

To give some British person context: Laura Kuenssberg is largely known in the UK for her perceived pro-Tory biases. She's been punished before for breaking the BBC's impartiality guidelines and is often referred to by other journalists as a prominent example of access journalism. When this story broke, "inadvertently" (complete with the quotes) started trending on Twitter, such is the scepticism around her being in any way impartial towards the Tories.

RE: Beyonce, I think it's really interesting how she's so keen to let the music speak for herself while still doing so much in terms of side-hustles, ad campaigns, etc. That's not to say that she should start shoving Cowboy Carter songs into the Cecred ads or anything, but usually celebs create businesses like this as brand extensions (see Ryan Reynolds sticking his gin in every movie he does.) A lot of female celebrities are usually seen as the faces of companies and not the brains behind them so I wonder if this is her way of re-centring herself as a bona fide magnate.

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