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The personalized messaging service platform Cameo is expanding its offering with the launch of CameoX.
As announced by the company in an official blog post, the app is widening its offering to create space beyond celebrity greetings, now anyone can join the party.
Previously, Cameo had focused its offerings on A-list celebs and well-known personas but that will always be a limited talent pool. The pivot in a new direction will see the company embrace ordinary people and emerging talent, in the pursuit of growth and increased revenue.
Cameo enjoyed a rise in prominence and proliferation during the Covid pandemic when various types of physical celebrations were not possible. In the absence of parties and gatherings, other services filled the void.
One of those was celebrity video shout-outs with Cameo at the forefront of the trend.
The company enjoyed a prolific rise, resulting in a $1 billion valuation but post-pandemic normality has caused some bloating, staff layoffs, and a plummeting value for the brand.
Cameo was also hit with an FTC fine, which it was unable to pay, regarding undisclosed celebrity arrangements.
Those days are over, insists CEO Galanis
“We realized we had missed out on thousands of talented individuals who could have made meaningful contributions to the marketplace,” said Cameo CEO Steven Galanis in a statement.
He added how the company had missed out on SAG-AFTRA actors who had applied to the platform before landing breakthrough roles on Netflix, as well as rising artists ahead of their chart-topping releases.
Viral creators on TikTok – which was sued by seven families in France last month – had been allowed to slip through the net, as well as pro athletes on the bridge between college and full recognition.
Galanis emphasized, “With CameoX, those days are over.”
The company has claimed since the launch of the CameoX pilot in May last year, over 31,000 creators have been added to the platform, producing over 155,000 Cameos resulting in millions in bookings.
With the changes, the previous three-way invite process to join the cameo ranks has been replaced by a simple application system.
Creators wanting to join CameoX can proceed through the app or the website to complete an identity verification signup.
Cameo celebrities set their own prices, and ordinary creators will do the same, pocketing 75% of the booking price for each request.
Image credit: Via Midjourney
