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Let me explain why most celebrities should really steer clear of politics. But first, let’s take a moment to understand how a celebrity’s brand is built.
There are three main steps:
First, you start with the celebrity. What makes them stand out from their peers? Of all their unique qualities, what aligns well with corporate interests? For instance, if an athlete’s last name is Banks or they have a money-themed nickname, a deal with a financial institution might be perfect. If they’re passionate about video games, great—there’s serious money in that industry too. Or maybe an NFL draft pick with a love for country living could be an ideal match for a Western lifestyle brand. The possibilities are endless.
Next, location plays a role. If a baseball player is drafted by Detroit, automotive brands come to mind. If the Atlanta Falcons pick up a football player, Coca-Cola might be a good partner. Every mid- to large-sized city has big-name brands that would pay top dollar for local affiliations with a rising star.
Then you need to assess where the celebrity is right now—not where you hope they’ll be, but where they actually are. This takes an unbiased look, something ABC anchors aren’t exactly known for. Are they already a household name? Do they have any baggage? Any relationships that can be leveraged? Or are they an up-and-coming talent, largely unknown? That can be great too—a blank canvas offers creative freedom. Also, make sure they aren’t tied down by any contracts that might complicate potential sponsorships.
Lastly, figure out where the celebrity wants to go in the future. If you’re a young actor with dreams of becoming a serious director, you wouldn’t want to build a short-term brand that clashes with what you’ll need to be successful later. You’d want to create a brand that shows you as a naturally gifted artist capable of handling large budgets.
Of course, winning solves most brand problems. Take Patrick Mahomes, for example: His brand seems to be that of a fun, good-natured guy. Not many companies are lining up to associate with someone described as an “affable doof.” But as long as Mahomes and the Chiefs keep winning, it won’t matter. To Corporate America, winning is the ultimate appeal. But if his performance ever declines, he might wish he had built a more mature brand like Peyton Manning or Tom Brady.
Now, if a celebrity is dead set on diving into politics, it’s not your job to stop them. It’s their life and their brand. The way I see it: What’s the point of being rich and powerful if you can’t do what you want? Your role is to lay out the potential consequences so they can make an informed decision, and be ready with a plan to handle whatever comes next.
The problem is, many celebrities are surrounded by advisors with their own political agendas. Bad decisions often come from unethical family members or hangers-on pushing their own motives.
Regardless of their reasons, most celebrities hurt their careers by dabbling in politics. They’re selling themselves short.
This is America in 2024, and we’re not lacking political commentators and activists. In fact, we’re drowning in them. There are millions of people online arguing about politics—it’s the most oversaturated space in our culture.
Right now, more things divide us than unite us. We’ve gone from being “one nation under God” to a polarized society, split down the middle. And the real power of being a celebrity is the ability to bring people together—Republicans, Democrats, liberals, and conservatives.
I can’t do it. I’m just a political commentator. But if you’re a star NFL quarterback or a famous actress, you have the rare ability to bridge that divide.
By diving into partisan politics, celebrities are limiting themselves. They’re throwing away a chance to do something much greater.
Every career has a beginning, middle, and end. When it’s over, you’ll either look back and say, “I took a stand on something I cared about, even if it cost me fans and money. I’m glad I did it.” If that’s your goal, fine.
Or, you’ll say, “When America was hopelessly divided, I’m proud I played a role in bringing people back together. Seeing 80,000 fans of every background—black, white, Republican, Democrat—cheering for me brought a tear to my eye. My greatest achievement wasn’t winning championships, but uniting people.”
For the good of the country, please stay out of politics. We’re divided enough as it is. Instead, follow a higher calling: bring us together.
