Igor Beuker
Igor Beuker
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What are the 3 waves of celebrity brands?

Borrowed fame, the endorsement era. Owned equity, the SKIMS era we are in. Programmable fame, next: AI agents negotiating the deals and digital twins working while the star sleeps. Across the 3 waves, $1.8 trillion of annual revenue moves under celebrity-controlled distribution. That is not optimism. It is arithmetic.

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