Marketers Should Be Hunting For A Perfect Product, Not Influencers
Recently, Rihanna tweeted a picture of herself listening to her new album, Anti, on what looked like a cross between headphones and a crown. The golden and crystal gadget in question, designed by Dolce & Gabbana and priced at $9,000 (£6,215), sold out within 24 hours. For those working in the business of taste, this was no surprise. While it is unclear whether Rihanna was actually endorsing the headphones, it is an accepted marketing practice for companies to send their products to celebrities and bloggers, then sit back and watch the likes and, some claim, sales roll in. This practice has become so massive that, according to some reports, celebrities and bloggers now command hundreds of thousands of dollars in revenue from brands obsessed with reaching younger audiences. Read more at The Guardian.
