Kanye West’s breakup with Gap reflects a broader trend of celebrities seeking more control over the brands they create or promote
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Dimi Albers, chief executive of technology and marketing services company Dept, said in many instances celebrities are becoming their own direct-to-consumer brands, rather than merely vessels for brands to reach a celebrity’s audience. There are limits. While celebrities may want certain levels of control while working with massive brands, some may not have the experience needed.“Those who have that audience at that scale and that magnitude with that level of control will end up coming off into their own light and stopping a lot of those brand partnerships, because it’s not in their best interest.”“A lot of times, talent thinks that they have every answer,” said Mr. Shabelman, the Burns Entertainment CEO.
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