“Today, celebrity culture, is such a persuasive factor in opinion building that no person, brand or business can afford to underestimate its force”.
Simon Huck has been a household name since appearing on various reality shows, mainly alongside his BFF Kim Kardashian. The Canadian is the owner of one of Hollywood’s most successful public relations firms, Command PR. He knows exactly how to put a positive spin on things both on and off-camera, for himself and his clients.
You’re a very well-known figure in America for your work connecting brands to celebrities. Can you explain exactly what it is that you do?
My firm, COMMAND PR, specialises in connecting brands with celebrities, whether that be through non-traditional methods like paid social posts and influencer seeding programs or through endorsement deals on television and print. Most recently, my firm procured Neil Patrick Harris for an 18 month endorsement for Heineken Light , the commercials are airing now all across the US.
How do you differ from the old school publicists? Is it your understanding of the new dynamics that sets you apart?
PR as an industry has fundamentally changed. We used to offer a full range of PR services but now specialize in entertainment branding and talent procurement. More and more, celebrities are playing an integral role in successful marketing campaigns and our firm has become an industry leader in that field. It’s a turn-key way for a brand to establish credibility and awareness with their target consumer. 10 years ago a publicist would produce a fashion show and a write a press release for a health care product, this no longer exists. Publicists are now specialists within the industry, whether that be fashion, technology, business, trade, entertainment, etc.
Do you get approached by people with money who want you to make them famous or turn them into brands?
Yes, we’re approached all the time. We don’t represent talent, only brands. It’s much easier to tell a soda company that they will never appear on the cover of Vogue than it is a struggling actress.
Social media and reality TV have created a new democratic form of fame.
The biggest shows on television are non-scripted reality programs. Network executives are developing content based on demand. Whether good or bad, viewers are interested in watching other people’s “real” lives on television.
Has the nature of fame changed since the heydays of Michael Jackson, Madonna and MTV?
The internet and social media have changed the way we view celebrities. Social media gives celebrities the ability to provide people with candid photographs of their personal lives, adding to their curiosity and in some cases obsession. In the past, celebrities like Madonna and Michael Jackson remained elusive and provided the public with little insight into their private lives. Reality stars willingness to share their lives on television and through social media has changed the game entirely.
There is a recurring quote that says that being famous on Instagram / Twitter is like being rich at monopoly – Is that true?
Some “celebrities” who have achieved their 15 minutes of fame may as a result have a strong following on social media However, most aren’t able to monetize that following into anything significant or long term. If you’ve had an epic meltdown on television (i.e. throwing your prosthetic leg at a cast mate) it doesn’t lead to endorsement dollars. Celebrities who have developed sustainable brands in reality television have been strategic, likeable, and possess a certain ‘je ne sais quoi” that is impossible to replicate. Achieving your 15 minutes of fame is easy, monetising that fame and developing it into something sustainable is incredibly challenging. The Kardashian family haven’t been on television for 8+ years on top rated show and built a billion dollar brand because of luck.
Fame comes with unpleasant side effects. Do you advise your clients on such matters as well?
Depending on the level of fame, it can be very isolating and lonely. The breakdown of a high profile celebrity marriage can leave all parties involved trapped inside their homes, unable to go outside without a media circus chasing you down the street. That said, celebrities live an extremely privileged lifestyle. It can be hard for some to sympathize with people worth millions of dollars who feel trapped in their Beverly Hills mansions.
Is there such a thing as fame withdrawal symptoms?
Yes. The desire for affirmation in the public eye can be intoxicating. Many celebrities go to great lengths to reinvent themselves and their careers in the hopes of regaining fame or notoriety.
In your experience, how do individuals cope when their fame diminishes?
Like in any career or industry, when you stop achieving success you have to let go of the luxuries you’ve become accustomed too. I’ve seen ex reality stars and former child stars wearing larger than life sunglasses and sun hats in an attempt to conceal their faces while getting seated in coach. I think it’s silly, everyone should own their life and appreciate the ride (including the bumps along the road). I’m getting too deep, must keep this interview light and fluffy…
Certain celebrities become a brand in themselves – how would you link them to branded goods? Where does a personality end and a brand begin?
If executed correctly, a celebrity can become a specialist and expert in a particular category. Whether that be fitness (like Jillian Michaels) or lifestyle and food (Bethenny Frankel) or beauty, fragrance and fashion (The Kardashian’s) these celebrities have parlayed their success and following into a well-oiled machine that produces real products that their fans genuinely want and enjoy.
Internet VS print / television – who’s winning?
The internet has changed the game entirely.
How do you see the future of celebrity culture?
Only time will tell. That said, I believe the internet and social media will be an integral part of a celebrities success. Over 3/4’s of my clients will not approach talent who are not actively engaging in social media. It’s a deal breaker from the very start.
What’s next for you?
Command PR continues to grow and change. Our talent procurement business has taken leaps and bounds in the past 2 years and I look forward to the continued growth in the year to come.
Interview by Andrea Vecchiato
Photos by Kacey Jeffers