Welcome to our latest edition of On Your Marks, the fastest way to stay in the know. In our current issue, we dive into the world of celebrities and influencers, where the stars get paid to hype products to the masses. The ultimate tag-team match: Brands and Celebs versus the rest of us.

For those who are not quite sure of the difference between a celebrity and an influencer, you’re not alone. However, to make a distinction, I’ll try to explain where we draw the line. Celebrities have achieved fame through traditional media, like movies, music, or TV, while influencers have gained a massive following on social media through their content and audience engagement. Both are incredibly powerful at swaying consumer behavior and can become valuable assets for brands and IP rights holders. Not only does the line blur more every day due to constant cross-overs between traditional and new media, but also because each one of these categories has sub-categories that make it more complex and slightly subjective. Clearly, some celebrities learned the hard way that not being a digital-first social media star has its challenges, leading to some famous people shying away from or having an on-off relationship with social media platforms.

The fashion world has seen clear examples of successful cross-overs and collaborations between celebrities and influencers boosting brand sales. One example is Chiara Ferragni’s evolution from blogger to entrepreneur or the recent appointment of musician Pharrell Williams as the creative director for Louis Vuitton. Maybe less fortunate is the story of Adidas, which recently took a big hit after breaking up with polemic rapper Ye (formerly known as Kanye West).

But keep in mind the milestones that got us here. Back in the 1930s, the radio show "The Voice of Firestone" featured endorsements from famous singers of the time, and in the 1950s, Lucille Ball and Desi Arnaz began endorsing products on TV. Today, celebrity endorsements have become more common and sophisticated, with many brands relying on them to reach new audiences. Most countries had their own version of this sponsored programming, which evolved linearly with each new medium.

However, the game has changed in recent years with the rise of influencer marketing. These social media darlings can now reach millions of people through their platforms, making them invaluable to brands targetting specific demographics. But with great power comes great responsibility, and brands must navigate new challenges like ensuring sponsored content disclosure to their followers. Also, fame does not come without its fair share of potential copyright infringements, even in what might seem the most innocent of cases.

One recent example of this was during the 2020 Super Bowl Halftime Show when the richest female musician on the planet, Rihanna, made waves with her product placement. The singer subtly showcased her own makeup brand during the show, causing a frenzy of fans trying to get their hands on her products. But RiRi was not the only famous person showcasing her own products to the 100+ million people watching the show only in the US. Aside from the sport and the music, it is well-known that millions of people watch the game because of the ads, and this year marked the appearance of social media stars getting paid to promote other brands as Mr. Beast’s cameo on the much-talked-about NFL ad starring Mexican player Diana Flores or to advertise their own products.

At Iberbrand®, we stay ahead of the game to help our clients protect their valuable IP assets, whether celebs, influencers, or brands. We are committed to guiding them through the industry's ever-evolving landscape, including new technologies and legal considerations.

So there you have it: the wild and, in some cases, very profitable world of celebrities and brands. It's a never-ending story of who can sway us the most, but with our help, our clients are always ready to fight for their rights.

Ibereditor's picks: 

YouTube Millionaires: Gabby Murray was hoping TikTok would help her break into Hollywood. 

What is Micro-Influencer Marketing and Why Does it Bring Higher ROI?

Social Media Influencers and Intellectual Property Rights

Britney Spears Shared The Comments That Caused Her To Delete Her Instagram, And It's So Messed Up 

Pharrell Williams will be Louis Vuitton's next men's creative director

Adidas shares tank after company issues warning over unsold Yeezy stock

With Lavish Dubai Influencer Trips, Companies Spend Dearly for the Social Spotlight

Cellphone Photo Etiquette: “Do you mind taking our picture?“ “Sure, but I own the Copyright!”

Fenty’s Fortune: Rihanna Is Now Officially A Billionaire

Super Bowl Ads: Most-Viewed Spots on YouTube