IAs is often the case, this incident began with drama in a WhatsApp group. In 2021, a loose coalition of my friends and acquaintances, in order to survive repeated lockdowns, started playing a much maligned online game called “Excuse.” Betrayal and backstabbing are all part of the game.
Except this time people went too far, someone got so upset that he left the group, and to get him back, my friends came up with a dubious plan: they got Nigel Farage, of all people, to make a sarcastic apology video, urging his comrades to rejoin the group.
This was easy to do, thanks to Cameo, which Farage had recently signed up for. For around £100, Farage had 24 hours to record a 60-second video clip and distribute it through the app. The ploy worked, and peace was restored within the friend group, thanks to Cameo and Farage’s rather bewildered recitation of a series of inside jokes that he completely failed to understand.
It’s one of the many uses for Cameo, a service that lets anyone request custom videos for friends from celebrities and influencers and have them delivered within 24 hours. The site became an unexpected hit during the COVID-19 lockdown, helping it attract investment that put it at a $1 billion valuation in 2021.
The front page of the Cameo website, featuring some of the celebrities registered with the site. Photo: Cameo
But since then, things have been tough. The video is still being made, and it’s still… Eclectic. A number of celebrities and influencers (more on that later) are on board, but they seem to be struggling to pay the relatively small bills.
last month, Business Insider Reported Cameo reaches settlement with 30 U.S. states. The company was found to have violated the Federal Trade Commission’s rules regarding celebrity endorsements.
Cameo was fined $600,000, a modest sum for a billion-dollar company in theory, but court filings attested that it couldn’t afford that amount and instead settled for $100,000 (split among 30 states). So what went wrong?
Day to day, the site operates much the same as before, offering custom videos to those seeking them from a range of actors, comedians and influencers, including British names like actor Miriam Margolyes (£134 a video), former footballer John Terry (£197), singer Gareth Gates (£47) and presenter and environmental activist Ben Fogle (£71).
In the US, NSync’s Lance Bass (235 pounds) and Dean Norris (235 pounds), who played DEA agent Hank Schrader, Breaking Bad (193 pounds), and former supporters of the U.S. version. Office Kevin Malone, aka Brian Baumgartner (154 pounds), or “Drunk Meredith” Kate Flannery (150 pounds).
While each has its own fanbase, sometimes with cult followings, Cameo has struggled to attract or retain A-list celebrities and influencers with top-tier followings, in part because using the app poses significant risks to a celebrity’s reputation: Some have used the app for more nefarious purposes, such as scripting videos to trick celebrities into making racist or other insults.
Last year, the “Russian group” A series of videos was commissioned and stitched together. Video recordings from Cameo and similar services made it appear as if various prominent U.S. figures were calling Ukrainian President Volodymyr Zelensky a corrupt drug addict, creating the illusion that they were helping to stage an intervention.
The disinformation campaign also included cameos from actor Elijah Wood and convicted rapist boxer Mike Tyson, though both have since withdrawn their cameos, and both Norris and Flannery are still active on the site.
Cameo takes 30% of creators’ fees for handling sales, transaction fees, and hosting and submitting the videos. Larger creators appear to have decided to forgo this potential revenue stream because it would require making lots of individual videos that never get published, or because of the risks. But smaller creators say it’s a convenient, hassle-free source of funding with few downsides.
Source: www.theguardian.com
