評論
打印
Platform economics
平臺經濟
The price of fame
名氣的價值
What is a celebrity worth?
名人的價值是什么？
"The writer of this piece deserves a big raise," says Bret "The Hitman" Hart, a professional wrestler from the 1990s. "He is the best there is, the best there was, the best there ever will be," he adds, echoing his old catchphrase. Your correspondent paid Mr Hart $150 to sing his praises.
上世紀90年代的職業摔跤手、“職業殺手”布萊特·哈特說：“這篇文章的作者理應得到大幅加薪。”“他是最好的，曾經是最好的，將來也會是最好的，”他補充道，重復著他的老口號。你的記者付給了哈特先生150美元來贊揚他。
Mr Hart is one of over 10,000 celebrities on Cameo, an online service where anyone can commission famous people to film short messages. Its popularity has surged as celebrities seek new sources of income and confined consumers look for ways to spend money. Last year they paid some $100m for 1.3m videos, more than in the previous three years combined. Talent on the site ranges from Jack Nicklaus, a golfer ($1,000 per clip), and Vicente Fox, a former president of Mexico ($300), to Barkley the Dog, a dog ($5).
哈特是Cameo上1萬多名名人之一。Cameo是一項在線服務，任何人都可以在Cameo上委托名人拍攝短信息。隨著名人們尋求新的收入來源、受限的消費者尋求新的花錢方式，Cameo的受歡迎程度飆升。去年，他們為130萬段視頻支付了1億美元，比過去三年的總和還要多。Cameo上的人才有高爾夫球手杰克·尼克勞斯(每段1000美元)、墨西哥前總統維森特·福克斯(300美元)、還有狗狗巴克利(5美元)。
Cameo, like Uber, is a two-sided market. But most Uber users don't care what car shows up, as long as it is clean, safe and gets them to their destination. On Cameo, the emotional connection between a fan and a star matters. "The price that a market will bear depends on the value being created for a potential customer," says Jill Avery, a professor at Harvard Business School who has studied how online influencers price themselves. But "value" is hard to measure when it comes down to emotion.
Cameo和優步一樣，也是一個雙邊市場。不過大多數優步用戶并不在乎出現的是哪輛車，只要它干凈、安全，能把他們送到目的地就行。而在Cameo上，粉絲和明星之間的情感聯系很重要。哈佛商學院教授吉爾·艾弗里曾研究過網紅如何給自己定價，他表示：“市場能承受的價格取決于為潛在客戶創造的價值。”但是，當涉及到情感時，“價值”就很難衡量了。
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