Shoutout platforms and the growing personalisation of celebrities

Shoutout platforms and the growing personalisation of celebrities

Social media platforms proved to be a powerful tool for celebrities across the world to engage directly with their fans, dictate their own narrative and establish themselves as brands. Over the past few years a new layer of social media has emerged, enabling these celebrities and influencers to monetise their engagement with their fans by selling personalised video messages. 

Known as celebrity shoutout platforms, they operate like a marketplace for the famous, where fans can book a celebrity for either personal or business use and request a personalised video message from them. The model initially appeared in the US with the launch of Cameo in 2017, which raised $100 million in its Series C round in March this year, taking its total amount raised to $165 million. Closer to the Middle East, several similar platforms have emerged including Starzly, and Halahi in the UAE, Nejmo, and Minly in Egypt, Lebanon’s Oulu and UK-based Yela as well as Sweden’s Memmo.me which are also targeting the Middle East region. 

“In the past couple of years more creators and stars have adopted the digital and online presence,  not only to supplement their presence in the media, but also as a cornerstone of