.
The world of celebrity is fast paced and ever changing. Think back to the celebrities of a few decades ago and these were mainly film stars and rock stars. Now-a-days, the celebrity net has widened and those with high exposure or a good following can be classed as a celebrity - chefs, sportspeople, social media influencers, reality stars, and even politicians. So, if you are looking for talent for your project, this dynamic shift in the definition of "celebrity" can come with some huge positives that include an increase in choice, relatability and relevance!
Choice
Simply put, more celebrities, means more choice! If you have ever tried to book a celebrity, you will know that it can take a lot of elements, all to align correctly in order to get a celebrity to say "yes". Not only does the project have to resonate enough with the celebrity that they feel they want to be a part of it, but the logistics need to work out too - time, date, location, budget, usage and even other participants, can all come into play. Similarly, if you are looking to book a few celebrities for a project, this increase in choice can be a huge advantage.
Relatability
Many stars of the past were enigmas and, therefore, unrelatable and unobtainable. Whereas, a number of our current celebrities are those who the general public can either relate to in some way or see as an inspiration. Especially in this day and age of social media, where we can see celebrities/influencers doing normal day to day things - Davina McCall going to the gym, Michelle Keegan hanging out with friends, Fearne Cotton looking after her children, Tom Hardy out with his dogs, and even Mrs Hinch cleaning her home! Some celebrities are more open too about their personal lives, causes and beliefs (for example Cara Delevingne sharing her experience with mental health or Emma Watson talking about a passion for environmental issues) which can have a positive impact of not only raising awareness for these important global issues, but it can also help humanise the celebrity themselves. This all adds to the celebrity being relatable to your audience - doing the same things, experiencing the same issues and believing in the same causes.
Relevance
In order to resonate with your audience and build trust, it's important that the celebrity you book is relevant to the project and the target audience, otherwise the message will not seem believable or feel credible. For example, if the product is a fitness activity tracker and the intended audience are triathletes, it would make sense to attach a celebrity who is a sportsperson or who has a known interest in health/fitness. There has always been a good range of options for sportsmen... but, what if the project was to endorse a new washing detergent or to speak at a Veterinary conference? Now-a-days there are celebrities/influencers connected to a huge range of careers (Gordon Ramsay the chef, Joe Wicks the personal trainer, Professor Brian Cox the physicist and Noel Fitzpatrick the Vet), hobbies (Jennifer Anniston who knits, Harry Styles who plays Scrabble, Rita Ora who goes fishing and Margot Robbie who bikes) and lifestyle choices (vegans and vegetarians such as Ellie Goulding, Ariana Grande and Sting), so it's becoming increasingly easier to think of 'relevant' celebrities that closely match your project.
Although these changes over the years have undoubtedly brought about advantages when booking celebrities, it's also important to be aware of the potential disadvantages. For example, due to the public and media's increasing interest in the lives of celebrities, there is a higher risk of unearthing any scandals your celebrity might be involved in, and with the popularity of social media there is also little control on what the celebrity themselves might post. All of which in turn could potentially harm the reputation of your brand/company. Also, with the fast pace of change in celebrity trends, this could mean the celebrity might only have a short-lived period of popularity, and finally, it's much more common now for a celebrity to be over used. All these things should be considered when booking a celebrity, to help prevent any negative impact on your project.