How entourages of J. Lo, Campbell, Eminem affect personal brands

By SAMANTHA ETTUS
Scripps Howard News Service
16-SEP-04

In the wake of its successful original series "Sex and the City," HBO has followed up with another critical hit, "Entourage." The central character, Vince, is based on Mark Wahlberg, the show's creator and executive producer.

The series portrays the hangers-on that surround Hollywood celebrities, from sycophantic agents to friends and freeloaders. Such entourages are part of the fabric of Hollywood, and their size tends to grow along with the celebrity's fame.

From makeup artists to massage therapists, yoga instructors, countless assistants, and chefs, the list of handlers a celebrity needs seems to increase each year. Like anything else associated closely with a celebrity, the entourage's size, composition and, most importantly, treatment of others impacts the celebrity's image and brand.

This week we look at Jennifer Lopez, Naomi Campbell and Eminem, and how their entourages impact their personal brands.

The brand-assets meter ranges from $ to $$$$.

Jennifer Lopez

This uber-celebrity is unable to escape tabloid scandal and, with the most recent allegations, we can't help but feel pity for her. After realizing that there was a mole on her team _ a close member leaking confidential information _ Lopez pointed the finger at longtime makeup artist Scott Barnes.

While Lopez has stayed mum about the firing, Barnes has been living up to his alleged loose-lipped behavior. The tabloids are having a field day with this, with Barnes fueling the fire. Barnes is digging a deeper hole for himself by proving the accusations correct. It would surprise us to find other celebrities willing to risk working with him again.

Though Lopez is known for having an exceptionally large entourage, it is also a loyal one, and this is a testament to her character. Loyalty is a key characteristic of entourage inclusion, and Barnes has broken the cardinal rule. While his public statements are accusatory and demeaning, Lopez has impressively stayed aboveboard by resisting the temptation to fight back.

Jennifer Lopez's Brand A$$$$ets

Naomi Campbell

Known for her tirades at staff members, it is a wonder that Campbell is still able to find people to work for her. The supermodel is consistent in her demeaning treatment of her staff, most recently at New York's Fashion Week, where she reportedly had to be begged to walk the catwalk after she was disappointed with her makeup and attire.

Campbell's history is littered with such episodes, highlighted by her pleading guilty in 2000 to clubbing a former personal assistant with a telephone. Despite claiming she has been reformed since her stint in an Arizona anger-management rehab program, Campbell was accused of beating up her housekeeper in July. The housekeeper alleges it wasn't the first time Campbell hit her. We can only assume that these public abuses of her entourage will diminish the number of offers sent her way and ultimately lead to the demise of her brand.

Naomi Campbell's Brand A$$ets

Eminem

Part backup band, part band of bodyguards, part band of brothers, Eminem's entourage is so widely recognized and ever-present that it has its own name, D12. These hometown friends serve double-duty, often performing with Eminem and even recording a successful album.

D12 has legitimacy because its members are talented in their own right and rap alongside Eminem. This diminishes any concerns by those paying for Eminem's expenses that they're needlessly subsidizing his entourage, too. In the sometimes-perilous world of rap, Eminem's entourage forms a physical protective layer around him. Though entourage members have been known to get into fights and cause trouble, they serve as a constant reminder of Eminem's gritty Detroit background, ensuring that no matter how big he gets, he is still in touch with his roots.

Eminem's Brand A$$$ets

Remember: The most dependable road to the top is to treat your brand as your greatest asset.

(Samantha Ettus is a leading voice on personality-driven brands. Her first book, "The Experts' Guide to 100 Things Everyone Should Know How To Do" (Random House), will be published Sept. 21. Send comments and questions to Samantha(at)celebrityassets.com.)

(Distributed by Scripps Howard News Service, http://www.shns.com)