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Published on February 24th, 2017 | by Art News

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Why The Black Celebrity Gossip Market Is Untapped

Black celebrity

If you’ve been paying attention to the latest entertainment news, you’ll know that in many ways, black celebrities are dominating Hollywood. For the past several years, some of the top musical performers have been black. This includes, of course, Beyonce and Jay-Z — perhaps one of the most influential power couples in the entertainment industry — Kanye West, Rihanna, Nicki Minaj, and many more. These people aren’t just making great music; they’re also making a lot of money. Beyonce’s net worth is estimated to be around $450 million, while her husband’s net worth is $650 million. Together, this puts them at around $1 billion. But while black celebrities have long had a grip in the music industry, they’re also becoming more and more influential in the film industry. Think about Will Smith; as one of the highest-paid actors in the industry, he regularly sees most of his films gross over $100 million. Denzel Washington, meanwhile, has won two Oscars — this makes him the second black actor to have won an Academy Award, after Sidney Poitier in 1963. Of course, this doesn’t necessarily mean that black actors have reached a level of equality in Hollywood — and for that matter, their market remains in many ways untapped compared to that of white celebrities. Black consumers are just as willing to follow celebrities as white consumers, but black gossip sites and urban news outlets pale in number next to those aimed towards white consumers.

Celebrity Gossip And How It Applies To Black Consumers

Typically, celebrity gossip sites like People cover news about celebrities of a variety of different ethnicities. But at the end of the day, most of their news ends up being about white celebrities. For that matter, their news is being written by white journalists, for the most part, and it’s really subconsciously aimed towards a white audience. Most of the subscribers for these types of sites are white, and this means that there is an untapped market for black gossip sites. Black gossip sites are centered around black celebrities, aimed towards black viewers, and often curated by black journalists. This means that they’re more catered towards issues that black consumers care about, both shallow and more complex. A white celebrity gossip site, for example, might run makeup ads that are aimed towards people white pale skin. A black gossip site will be able to run ads that are aimed towards black consumers. For that matter, black gossip sites can help black celebrities too.

How Black Celebrity Gossip Sites Help Black Celebrities

Most people have the misconception that celebrities hate celebrity gossip. And indeed, some do — nobody wants to see negative lies being spread about them. But there is a way in which celebrity gossip helps the rich and famous. It keeps their name out there, and increases public awareness of what they’re doing — whether that’s charity work or a new music project. Therefore, there’s a sort of cycle at work here that celebrities really can’t get away from. The more famous you are, the more likely you’ll be able to make extra money through endorsement deals and the like; and you need celebrity gossip sites in order to be famous. Black celebrities often don’t get their names out there as much because of the fact that so many celebrity gossip sites are aimed towards a white audience. By focusing on black celebrities, black gossip sites are able to highlight black up and comers in the industry, and help them achieve success.

How Celebrity Gossip Sites Can Achieve Validity

The thing is that celebrity gossips sites will always have a bit of a stigma about them. But by sticking to the truth and avoiding too much speculation — within reason — some celebrity gossip sites can earn the trust of celebrities. This enables them to work with the celebrities’ representatives and only communicate information that is true and approved by the celebrity themselves. This builds up trust between the site and the celebrity, and the site and its readers.


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