Gossip Seeks Music Mogul Status

The self-proclaimed “Queen of All Media,” Perez Hilton, may soon need new business cards with "record producer" added to them. Of course the famous blogger, whose real name is Mario Lavandeira, already runs PerezHilton.com which attracts an estimated 2.8 million visitors a month according to ComScore Media Metrix (SCOR). But now Hilton is in negotiations to parlay his online brand into his own imprint at Warner Bros. Records, a division of the music giant Warner Music Group (WMG). The deal would allow him to sign and develop new musical artists for Warner Bros. Records. Hilton will reportedly receive a $100,000 advance, and 50% of the profits of the artists he recruits.

Spying emerging talent is old hat for Hilton, who frequently mentions his favorite musicians before they break big, including the Scissor Sisters and Amy Winehouse, on PerezHilton.com. But before Hilton could turn his musical avocation into a potential full-time vocation, he had to establish himself as a brand. And experts agree branding online begins by creating a genuine persona. “It’s all about perception, so make sure you’re knowledgeable, authentic,” says Benita Das, a partner at Collective LA, a brand identity and interactive design firm based in Los Angeles. In other words, give your audience a reason why they should pay attention to you. In Hilton's case, he established a brand by posting pictures of stars that no one dared to show, by breaking celebrity news, and by always keeping a distinct opinionated and snarky tone. 

“Authenticity is so key to the long term brand,” says Alan Rambam, a senior vice president at the ad agency Fleishman Hillard. Wannabe singer/model/actress Tila Tequila’s MTV (VIA) bisexual themed hit reality dating show, “A Shot at Love with Tila Tequila,” was born from her positioning herself as the most popular artist - 2,880,178 friends and counting – on MySpace (NWS).  “She understood how MySpace worked,” says Rambam, “and made the experience authentic by making it feel like you had access to her.”