"There are a lot of celebrities and creators who are at CES who are starting to build their brands out," said David Muldoon, MediaLink's vp of strategic advisory.
"They might have their own agency that they want to promote, for instance. It's the people who have their own businesses and are wanting to essentially enter into the creator economy. They might have their own agency, for instance and they want to help to build brands by using their own fame as leverage."
Will.I.Am - who is not only a renowned rapper, singer and songwriter, but also the founder and CEO of FYI.AI, a project tool for creatives - also took to the stage with The Palmer Group CEO Shelly Palmer for a fireside chat as part of the Brand Innovators Summit sessions.
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