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| Picture Credit: thecoolhunter.net |
We all need to eat.
Everyone who's up-and-coming seems to say this all
the time. “We need to eat, because we've been hungry for so long, man. We've sat at
barely filled tables and even went to bed hungry, maybe even starved.” Then
voilà: An advert here, a sponsorship there, and endorsement deals everywhere...
you're now fed. When that money comes – whichever way it comes, we'll take it;
we'll take it because we all need to eat. But when does eating turn into a
feast for greed? When we get to the point when we're well fed, why can't we say
no; why are we so dependent on corporate assistance to keep us afloat?
It's Just Business
We all need a push in the right direction when we're
kick-starting projects or careers in our chosen industries, and creatives or
artists seem to be the party that need the encouragement a little more than
others. It certainly is a very fickle industry; headliners
can be at the top of their game one year, then hit rock bottom in no time. While it might be far easier being the face
or brand ambassador of an already well-established sporting, makeup, luxury, or alcoholic beverage company than it is to start your own business, but the
chances of yielding long term investments as 'a face' are so slim, they're
anorexic. Corporates will ride your bandwagon for as long as you're worth the
return on investment, otherwise, they're quick chuck you out like an old pair
of tennis shoes. It's nothing personal, it's just business.
Most artists and celebrities (regardless of whatever
they're famed for), don't just treat endorsement deals like they're next meal,
they treat them like their actual oxygen supply; they make their lives depend on it, and that's where they go wrong. They get comfortable, and barely
spend their good chunk of change wisely – certain that that supply of healthy
endorsement income will always be there. And trust, it will; just not for them. When they're irrelevant, they'll always be a newer, cooler, prettier, maybe even more talented kid on
the block, and that's who it's going to go to next.
Brand Whore Obesity Isn't A Sexy Thing
I'm not bashing anyone who has succeeded in acquiring
sponsorship or endorsement – in fact, I think that's a wonderful
accomplishment, however, my issue stems from the fact that a lot of these young
guys spend their careers so dependent on corporates, that they're convinced
it's the only means to an end, so much so they end up accepting advertising
gigs that have absolutely nothing to do with their brands, their interests or what they
stand for, simply because it's easier to get paid. When guys who've 'made it'
have the luxury to turn down big brands but don't just for the money, I get
worried. And you see it everyday: people with 100 endorsement deals who know absolutely nothing about the products except for its basic use. I mean, what's an artist who doesn't drink doing
endorsing an alcohol beverage? And a rugby player endorsing cat food when he has a dog?
What about the vegetarian endorsing that fast food restaurant? She's allergic
to perfume, so why is she endorsing it? And sanitary pads – what's he doing
endorsing them? Okay, the last one was a bit of a stretch, but you get my point…These
are the things that make me want to bash my head into a wall. Brand whore obesity isn't a sexy thing, and how successful you think you become from it is just an illusion.
People are selling themselves off to the highest
bidder every day, and don't realise they're just another meal that's feeding
the commercial beast that doesn't give two shits about them. Then again, they
choose to be blind because they're greedy.
But we've all gotta eat, right?
07:21 a.m, Wednesday, 24 June 2015
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