Monica Almeida/The New York Times
Oliver Luckett, center, with Jeff Pressman, left, and Kate McLean of theAudience. For its celebrity clients, the company aims to build armies of fans across the likes of Facebook, Twitter, YouTube and Google Plus.
Raised in Mississippi and with the accent to prove it, Mr. Luckett, 38, is known for zooming around town in an Aston Martin — that is, when he’s not jetting off to places like Iceland, where he was last December to compete against Bjork in a gingerbread house-building contest. He lost, despite help from a buddy in Disneyland’s research and design lab.
With his new company — a social media start-up called theAudience — Mr. Luckett promises nothing short of rewiring celebrity economics, and he abruptly dismisses skeptics. “Get on my train,” he likes to say, his blue eyes blazing. “We’re leaving now.” Yet he can also be a big softy known for his striped-sock collection. During a business meeting not so long ago, he veered into an emotional story about coming out of the closet and started to weep.
Just another showy show-business personality? Some people think so. But many of the entertainment factory’s most powerful forces — William Morris Endeavor, Lionsgate, Universal Pictures — and one tech superstar, Sean Parker, are taking him very, very seriously.
About two years ago, Mr. Luckett left a senior position at Walt Disney, where he managed the social media presence of Cinderella and her cartoon friends, to do the same for actors and musicians. For each client, theAudience works to build a network of fans across the likes of Facebook, Twitter, YouTube and Google Plus and to keep those followers engaged by posting a steady stream of catchy pictures, comments and videos.
THEAUDIENCE, part of a stampede of start-ups aiming to exploit the intersection of celebrity and social media, also sells its services directly to movie marketers, record labels and concert promoters. It did stealth work on behalf of the hit movie “Ted,” for instance, and the Coachella music festival. Mr. Luckett refuses to identify his clients, but he says theAudience publishes thousands of items a month on behalf of about 300 accounts, reaching a total of 800 million fans.
Movie and music executives say theAudience’s clients include Mark Wahlberg, Charlize Theron, Jack Black, Eddie Murphy, Hugh Jackman, Usher, Pitbull.
Celebrities seizing opportunities to promote themselves? As Captain Renault would say, “I’m shocked, shocked.” But theAudience illustrates something important about where Hollywood is headed. After largely ignoring social media — allowing fake Facebook pages to proliferate, sticking with tried-and-true publicity stops like “Entertainment Tonight” — stars and agents are realizing en masse that they need to get on that train.
There is intense downward pressure on artist salaries in all corners of entertainment. Movie attendance over the summer hit a 20-year low. The Web has decimated the music industry. DVRs are roiling television. William Morris Endeavor, a founding investor in theAudience, sees the assertive cultivation of social media networks as one way to shift power back to stars.
To agents, the metrics of theAudience offer crucial leverage: If you cast Ms. Theron in a movie, she comes with an ability to fill seats through her social network, and we can prove it with data. Oh, and she needs to be paid more because of that. The same leverage holds true for sealing endorsement deals, which is where celebrities, and their agency backers, increasingly make their real money.
“That is absolutely part of the conversation now,” says Ari Emanuel, the co-chief executive of William Morris Endeavor. “We all use all the tools we have.”
If you were wondering how Rihanna was cast in “Battleship,” it was lost on no one at Universal that she came with 26 million Twitter followers.
Ultimately, Mr. Emanuel and others look at social media networks as a new type of cable channel, and theAudience is helping celebrities to program theirs. Consider it as the Web equivalent of OWN, Oprah Winfrey’s channel; she maintains control of what goes on it, but she hires people to make it happen.
“The real value of these networks is in programming,” says Mr. Parker, the Napster founder who also played a big role in Facebook’s world domination. “If you can aggregate effectively, you can start to imagine social media a little bit more like traditional media.”
Mr. Luckett has a long history with start-ups, including Revver, a video sharing site that was precursor to YouTube. He says theAudience recently obtained $20 million in an additional round of financing from Guggenheim Partners; Intertainment Media;Participant Media; the Founders Fund, which is Mr. Parker’s investment company; and the Capricorn Investment Group, the investment arm of Jeffrey Skoll, the first president of eBay.
“A lot of celebrities are overwhelmed with the demands of social media, and theAudience, which has some extremely smart executives, is one of the companies filling the void,” said Danielle De Palma, senior vice president for digital marketing at Lionsgate, which hired Mr. Luckett to work on “The Hunger Games.”
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