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Cameo is acquiring celebrity merch platform Represent in a bid to deepen its investment in celebrity and online fandoms.

Oct 27 2021

Cameo is acquiring celebrity merch platform Represent in a bid to deepen its investment in celebrity and online fandoms. YPulse told you how Cameo is connecting young fans with their favorite celebrities and influencers one video at a time and how brands have been tapping the platform to connect with young consumers. Now, Cameo is acquiring Represent (a L.A.-based merchandising platform) to “expand and diversify its existing talent pool and establish a new revenue of opportunities for talent on Cameo.” The platform expects to bring “gift bundles,” including a personalized Cameo video and celebrity merch, to its offerings as it integrates Represent’s services into Cameo in 2022. YPulse’s Clicking on Community trend research shows the top fandoms Gen Z and Millennials are part of include ones focused on a musician/band and online celebrity, and adding celebrity merch to Cameo could strengthen their bond with their favorite stars. (Variety)