Oct 25, 2021 - Economy

Cameo makes its first acquisition

Cameo website screen shot

Cameo on Monday said it is acquiring Represent, a marketing and merchandising platform that connects fans to celebrities and influencers.

Why it matters: The acquisition introduces a new revenue stream to Cameo, which was founded in 2017 and is now is valued at over $1 billion.

Catch up quick: Cameo is an app that lets fans pay for personalized videos from celebrities. The company expects to bring in more than $200 million in revenue this year, co-founder and CEO Steve Galanis told "Axios on HBO" earlier this year.

Details: The acquisition will give Cameo celebrities a new option to sell merchandise to hyper-loyal fans, as well as fundraise for various charities and non-profit organizations.

  • The company said that while fans won’t see a change immediately, it plans to eventually offer merchandise directly through it’s site and app.
  • It is brainstorming ways to bundle purchases, like Cameo videos with merchandise.
  • Leaders at Represent will join Cameo's growing executive team. Represent's COO Daniel Rosenberg will become president of Represent and will continue leading the day-to-day operations of the group and Represent's CMO Bobby Maylack has been named Chief Creative Officer at Cameo.
  • Cameo said it will continue work with CustomInk, Represent's former parent company, "to handle production, fulfillment, and logistics."
  • Other terms of the deal were not disclosed.

What they're saying: "This acquisition brings us another step closer to realizing our mission & vision and expands Cameo’s market leadership in direct to fan monetization," Galanis said in a statement.

Go deeper: Cameo has created a “whole new set of stars,” CEO tells "Axios on HBO"

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