When niche celebs enter the gig economy, the cleverest brands will win
(*This editorial was published in the January 17, 2022 edition of The Globe and Mail) Re When Art Imitates Life: Succession Star Sends Rogers A Paid Greeting (Jan. 12): Actor Brian Cox recorded a 19-second Cameo video for Edward Rogers, congratulating him on his “real-life Succession.” His fee: $875. Once upon a time, celebrities would only break the fourth wall for a hefty price. Their preference was to appear in overseas ads with outsized marketing budgets and iron-clad con