These roles were all touted as far more involved than the mere celebrity pitchman: The artists promised, to varying degrees, to dive into the business. But in all of these cases, the strategy failed. At Backchannel, Jessi Hempel dives into why that is, and how big names in entertainment are now finding other ways to harness the momentum of tech.
Lady Gaga left Polaroid in less than a year after "collaborating" on video camera sunglasses that offered playback through LCD lenses. While they weren't popular, this article argues most of these tech companies "faced structural business issues too significant to be addressed through celebrity branding and artistic energy." One digital ad agency even tells the site that "It's always been a flawed strategy," and calls the hiring of a celebrity "a press cycle hack."
Instead of focussing on AI, BlackBerry wants "a niche role as a trusty sidekick," Reuters reports, adding that besides a recent deal with Ford, BlackBerry is also holding advanced discussions with "more than one or two" major automakers, according to the head of the company.
The company is one of dozens of digital spying outfits that track everything a target does on a smartphone. They aggressively market their services to governments and law enforcement agencies around the world. The industry argues that this spying is necessary to track terrorists, kidnappers and drug lords. The NSO Group's corporate mission statement is "Make the world a safe place"... An ethics committee made up of employees and external counsel vets potential customers based on human rights rankings set by the World Bank and other global bodies....
One of the services offered by the NSO group is "over the air stealth installation," though they can also install their spying software through Wi-Fi hot spots. One critic argues "They can say they're trying to make the world a safer place, but they are also making the world a more surveilled place."