Are Celeb apps canceled in 2019?

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From CosmopolitanFirst, Kim, Khloé, Kourtney and Kylie announced that they were closing their apps (Kendall's app was approved last year). "We had an amazing experience communicating with you all through our apps in recent years," Kim wrote in a message posted on her website on December 20th. "But we made the difficult decision not to continue updating in 2019." shortly after the new year, Taylor Swift also announced the death of her social networking application, The Swift Life, launched just a year ago, alongside her album, reputation, the app "provided a creative place and inclusive to allow Taylor and his fans to connect while expressing "and" is no longer available for download, "according to a statement posted on Twitter. These striking deletions signal the end of the Application of celebrities as we know it?

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First of all, a little history: the celeb apps economy started in 2014 with the launch of Hollywood, the Kim Kardashian West game, which allowed users to live Kim's virtual life by choosing daily looks, interacting with other celebrities and embarking on lavish adventures. in Los Angeles. It's an instant hit: 67 million downloads and one Forbes cover that nicknamed Kardashian West a "mobile nabob". Celeb-specific apps promised fans something they desperately wanted: closer access to their favorite stars and, in some cases, a chance to live (via an avatar) in their glamorous world. It seemed that everyone had one, from Demi Lovato, who launched a storytelling app called Episode 2015 (which allowed users to become characters in various Hollywood-like intrigues) to Justin Bieber, whose Justmoji gave users access to personalized stickers, gifs and an "official Justin Bieber maker" for $ 1.99. Mariah Carey, Madonna and even Tom Hanks took part in the action. The celebrity app has brought a lot of downloads and money. Kardashian West's Hollywood, although free downloadable, included an option allowing users to spend real money in the app, up to $ 157 million in sales between 2014 and 2016. Episode recorded a turnover of $ 18 million and $ 27 million unique visitors between 2015 and 2017.

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But as of 2016, the Great App-Ocalypse has seen applications for some of the biggest names in entertainment disappear: Pop, Katy Perry, Britney Spears' American Dream and Nicki Minaj's Empire, all built by Glu Mobile. , a San Francisco-based mobile game development company, which is also behind Hollywood and The Swift Life. Although Glu did not respond to requests for comment for this article, a public statement by the company indicated its intention to reduce applications and celebrity gaming after finding that they were not "commercially viable".

As Somdip Dey, a mobile platform researcher and computer scientist at the University of Sussex, explains: "Licensing agreements require that Glu pay high fees to each celebrity whose name they use. "For Glu, it's not really lucrative to continue to develop or support celebrity apps from a business perspective," says Dey. The success of Kardashian West has proven difficult to replicate and most of the new celebrity app launches have fallen flat. Special case: the rather fast life of The Swift Life. Just days after coming to the market on December 13, 2017 (yes, Taylor's birthday), the app became number one in the App Store – but a week later she had fallen to 793. It seemed that starred-eyed users were quickly growing disillusioned by applications.
Fans of The hills Influential Kristin Cavallari was not happy when she imposed a $ 2.99 monthly subscription on her old free app, especially when there are many free platforms for style and delivery tips. in shape. "An app has to be a super exciting experience with something more so that people really know how to be part of something special, especially if they pay to buy it," says Karla Campos, founder of Social Media Sass, a social media company based in Fort Lauderdale. Instead, users often found themselves downloading the application and wondering, what now?
That did not help that The Swift Life turned into a hotbed of vicious political comment. Other apps have also become lagging meccas (like actor Jeremy Renner). But the main reason users were tired was that the celebrities themselves were doing it. "It might be interesting for a moment, but even the biggest stars in the world only have so many super-fans, and if you do not keep the content fresh and do not change anything you do, the app does not will not, "Steven Galanis, co-founder and CEO of Cameo, a service that allows fans to pay stars to send them personalized video messages. Even for celebrities who created original content for their applications, it often did not seem worth the extra click when the same content was available on their Snapchat and Insta accounts. Many users of The Swift Life have claimed that Taylor has stopped being actively involved. On Twitter and on forums like Reddit, they complained that she had just started her app. Others have noticed that he was subject to problems. "It was cool to have a connection around the tour and the album, but the announcement of its closure was not a surprise," said Erin Browne, writer and head of social media in Philadelphia, who used the app. "I know people had suggestions for improving the application that made sense. And as the manager of social media management, it was clear that this was no longer the goal of the company. "

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Yet there is still some The company behind Amber Rose and Paris Hilton's apps (among others), escapex, is growing impressively, especially among Internet stars and influencers. According to a company spokesperson, one of their clients, Lauryn Alease Williams (also known as LA Love the Boss), online fitness guru, earns $ 35,000 a month through EscapeX.Sephi Shapira, CEO of escapex, points out that social media platforms such as Facebook have evolved and modified algorithms, sometimes making it more difficult to differentiate content, while dedicated applications offer a way controlled so that influencers stay in touch with their fans. And, let's face it, while the revenue generated by an app may appear to be small, low-income potatoes for Kardashian, an online star actor like Williams, five figures a month are not so mediocre. Perhaps the proof that there are still some applications.(# You might also like,,)