Cameo Acquires Marketing and Merchandising Platform Represent

Personalized video messaging platform Cameo is diving into the merchandising pool with its acquisition Monday of marketing and merchandising platform Represent—its first ever acquisition. Since debuting in 2014, Represent has shipped more than 4 million products to customers in over 165 countries, creating $170 million-plus in brand value for its talent and partners. The company also helped raise over $30 million for charity through client contributions. Its talent roster includes Leonardo DiCaprio, Kendall Jenner, Jennifer Lopez, Matthew McConaughey, Arnold Schwarzenegger, Ed Sheeran and the U.S. Women’s National Soccer Team, and it has been the merchandising partner for cultural events such as the recent Friends: The Reunion. Arnold Schwarzenegger Represent’s global team and leaders will join Cameo as part of the transaction. Chief operating officer Daniel Rosenberg will become president of Represent and lead its day-to-day operations, while Represent chief marketing officer Bobby Maylack will become Cameo’s chief creative officer. Cameo said that in the near-term, Represent will continue normal operations, as it is focused on long-term growth and cultural alignment between the two companies. Cameo expects to begin integrating Represent’s merchandising capabilities into its experience in 2022, enabling merch to become a native part of its platform for both fans and talent. Talent will retain full control over their experience on Cameo, choosing how they interact with fans, and the eventual integration of Represent will give them another way to deepen relationships with fans, monetize their presence on the platform and raise money for causes and nonprofits. Cameo will continue to work with Represent’s former parent company, Custom Ink, on fulfillment, logistics and production. Custom Ink acquired Represent in 2016. Cameo co-founder and CEO Steven Galanis said in a statement, “We’re extremely excited to welcome Dan, Bobby and the Represent team to the ‘Cameo Fameo.’ The new capabilities greatly expand Cameo’s value proposition to fans and talent alike. This acquisition brings us another step closer to realizing our mission and vision and expands Cameo’s market leadership in direct to fan monetization.” Maylack added, “We built our platform for the top talent and changemakers in the world to engage with their fans. Although we started with apparel, the goal has always been to figure out new and creative ways for fans to feel more connected.” And Rosenberg said, “In Cameo, we’ve found aligned visions and passion. Day one, this combined entity will allow our wide range of talent to seamlessly create and sell products their fans will love.”