Cameo, a company that lets celebrities sell personalized messages to fans, is adding Earvin “Magic” Johnson to its board, betting the basketball superstar and investor can give the business a higher profile.
As part of the deal, Johnson will also become one of the thousands of athletes, musicians and Hollywood stars who take part in Cameo and will record a personal message for a fee, likely about $500, the company said Tuesday. Prices range from a few dollars to as much as $1,500.
The former Laker is one of the most famous athletes in the world, and has been ever since he guided the NBA team to five titles during the 1980s. He was one of the first athletes to think of himself as a brand and businessman, as well as a player. Over the years, Johnson, 61, has worked as an on-air personality, acquired a stake in the Lakers and Los Angeles Dodgers, and owned a movie theater chain.
“Our long-term vision is to build technology that enables every single athlete, actor and entertainer to develop a personal relationship with every fan,” said Steven Galanis, Cameo’s chief executive officer. “Magic is the first person coming to the boardroom that has been there, done that.”
Galanis asks all of his board members and employees to join his app, and is hoping Johnson will entice more celebrities to see the app as the best way to interact directly with fans. Johnson plans to tape messages for fans on Father’s Day this weekend.
More and more companies are turning to celebrities, not just as spokespeople and advocates, but as board members and advisers. Saks, the online retailer, just added NBA star James Harden to its board. The Def Jam record label hired rapper Snoop Dogg as an executive consultant.
Cameo is trying to scale up from a novelty app to a social-media giant. Use of the app boomed during the pandemic, when people stuck at home found comfort in recorded messages from familiar faces. Celebrities unable to work, meanwhile, discovered a new way to engage with fans and earn an extra buck. The company’s staff tripled to more than 300 employees.
In March, Cameo raised $100 million, which it’s using to develop new features and expand overseas. That may mean a celebrity calling a fan for their birthday or also a small business hiring a Cameo celebrity for a private event. While some fans are lucky enough to meet a celebrity backstage at a concert or a sporting event, not everyone has that kind of access or money.
“Fans who didn’t connect or couldn’t see me in person can now get a ‘Happy Birthday’ or ‘Happy Father’s Day,’” Johnson said. “This is a way for 40,000 entertainers and athletes to stay connected to their fans.”
