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How do celebrities figure out their fees? One way is through a simple opportunity-cost calculation. Steven Galanis, Cameo's boss, recalls speaking to a basketball player on an annual $25m contract. For a 40-hour work-week with a fortnight of holiday, that is $208 per minute. "If he charged $100 and did two or three a minute, he could make more money on Cameo," says Mr Galanis.
名人如何計(jì)算他們的費(fèi)用？一種方法是通過(guò)簡(jiǎn)單的機(jī)會(huì)成本計(jì)算。Cameo的老板史蒂文·加拉尼斯回憶起與一位年薪2500萬(wàn)美元的籃球運(yùn)動(dòng)員的談話(huà)。如果每周工作40小時(shí)，有兩周假期，那就是每分鐘208美元。加拉尼斯表示：“如果他收費(fèi)100美元，每分鐘表演兩到三次，他就能在Cameo中賺更多錢(qián)?！?/p>
Most celebrities are freelance, though. They can try one of two strategies, says Ms Avery. One is "price skimming"—starting high and then lowering the price as demand ebbs. The second is "price penetration", pricing low to maximise volume. Celebrities often use both, depending on how much time they have.
不過(guò)大多數(shù)名人都是自由職業(yè)者。艾弗里女士說(shuō)，他們可以嘗試兩種策略中的其中一種。一種是“撇脂定價(jià)法”——從高位開(kāi)始，然后隨著需求的下降而降低價(jià)格。第二種是“價(jià)格滲透”，即通過(guò)壓低價(jià)格來(lái)使銷(xiāo)量最大化。名人們通常會(huì)同時(shí)使用這兩種方法，這取決于他們有多少時(shí)間。
Another method is to test the market. This is surprisingly underused. Though celebrities can change their prices as often as they like, only about 30% have done so at least once, and less than 10% have done so more than five times.
另一種方法是測(cè)試市場(chǎng)。令人驚訝的是，這一點(diǎn)沒(méi)有得到充分利用。雖然名人可以隨心所欲地調(diào)整價(jià)格，但只有30%的名人至少調(diào)整過(guò)一次，超過(guò)自己提價(jià)次數(shù)的名人不到10%。
Less rational reasons are at play, too. Snoop Dogg, a rapper famous for smoking copious amounts of weed, insisted on charging $420, a number associated with pot culture. He could not keep up with demand and eventually raised his fee to $1,000. Others charge a premium over perceived rivals or, led by ego, overprice themselves. But reality eventually intervenes. Mr Galanis remembers a TV personality who started at $60 and found that demand was inelastic all the way up to $99. But when she raised her price to $125, demand dropped by half. Value, like fame, is eventually decided by the fans.
不那么理性的原因也在起作用。以吸大量大麻而聞名的說(shuō)唱歌手史努比·道格堅(jiān)持要420美元，這一數(shù)字與大麻栽培有關(guān)。他供不應(yīng)求，最終把學(xué)費(fèi)提高到了1000美元。還有一些公司的要價(jià)高于他們眼中的競(jìng)爭(zhēng)對(duì)手，或者在自我意識(shí)的驅(qū)使下給自己定了過(guò)高的價(jià)格。但現(xiàn)實(shí)最終介入了。加拉尼斯還記得一位電視名人，他從60美元起價(jià)，發(fā)現(xiàn)需求一直到99美元都是無(wú)彈性的。但當(dāng)她把價(jià)格提高到125美元時(shí)，需求下降了一半。價(jià)值，就像名氣一樣，最終是由粉絲決定的。
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