Shane Dawson and Jeffree Star used placement in their documentary to nab a multimillion dollar Morphe contract
- Shane Dawson is releasing a makeup line with Jeffree Star and the pair have been using a 9-part docuseries to promote it.
- In the fourth episode of the series, it was revealed that the series was also used in negotiations with makeup distributor Morphe.
- On a preliminary call with the brand, Dawson used placement in the documentary to help secure what was estimated at the time to be a multimillion-dollar distribution deal.
- Read more stories like this on Insider.
YouTubers Shane Dawson and Jeffree Star pulled back the curtain on their nine-part docuseries Friday in the fourth installment that detailed the first negotiations around Dawson's upcoming makeup line.
In a conversation with executives from makeup distributor Morphe, Dawson and Star explicitly used placement in the series to sell an exclusive partnership with the company, who will be distributing Dawson's line come November.
"For the series, the Morphe thing is gonna be a huge part of it. I would love for it to be showing all of this, this process, this phone call, literally everything," Dawson told the executives. He continued to trace a prospective narrative of the series with the brand that would include "going to the store the first time, seeing the display, going to the big meet and greet."
After the call, Star estimated that Dawson would take home an initial profit of $10 million.
Read more: Jeffree Star revealed Shane Dawson could make $10 million when they launch their 'Conspiracy' makeup line
The revelation that Dawson and Star used placement in the documentary to sell their makeup is brazen, yet unsurprising.
From the start, the series appeared to be building to the launch of Dawson's makeup and was a nearly transparent effort to promote the line, without them being verbally explicit about the strategy.
With the call, the pair made clear that, at least in part, the series was used as part of a sales package in Dawson's ultimate multi-million dollar deal.
By virtue of centering Morphe in the series as part of his deal, Dawson, who has created a brand on candid interview-based portraits of YouTube stars, has moved from a model of traditional advertising and brand "shout outs" to one of dedicated sponsored and branded content.
For those who may have expected another one of Dawson's documentaries, the development may come as a surprise, but in the world of influencers and YouTubers, dedicated branded content is the norm.
The revenue stream has become so commonplace that YouTube provides its own tutorial on branded content in YouTube's creator academy to encourage YouTubers to strike deals with third parties.
Inside YouTuber Jeffree Star's incredible rise from teen MySpace star to a makeup mogul raking in millions
Beauty mogul Jeffree Star says his guards are armed and 'shoot to kill' in Shane Dawson's new YouTube documentary
Jeffree Star is mourning the loss of his dog Daddy after it died following an emergency surgery
Makeup YouTuber Nikkie Tutorials explained why she took a deal for only $50k for her Too Faced collaboration after Jeffree Star said she took 'dirt'
Shane Dawson and Jeffree Star have yet to prove that their 9-part 'documentary' is more than just an advertisement
Shane Dawson learned he could make $10 million from sales of his upcoming makeup line with Jeffree Star. In the latest episode of his docuseries, "The $20 Million Dollar Deal with Jeffree Star," Dawson and Star
Shane Dawson's fans are getting an inside look into the beauty world, with the documentary project, The Beautiful World of Jeffree Star. Thankfully, it's almost time for products created during that series to hit the
Jeffree Star and Shane Dawson are big news today. Dawson is dropping new merch in partnership with Star's company, Killer Merch. The line is mainly pig themed and includes clothing and accessories. "Shane and Jeffree's
The Jeffree Star-ification of Shane Dawson is in full effect. Amid the rollout of their second docuseries, of which three episodes are available to date, Dawson has launched a new online merch storefront with Killer Merch,
Shane and Jeffree's new merch collection includes hoodies, t-shirts, sliders, backpacks and phone cases. Here are all the prices and restock information. Well, this is it. This is the year that Shane Dawson finally takes all
Shane Dawson released the third episode of "The Beautiful World of Jeffree Star," a nine-part documentary series. In the video, he and Star give the first look at their palette for their upcoming makeup collaboration titled
YouTube star Shane Dawson proposed to longtime boyfriend Ryland Adams in March 2019 - but his plan didn't go off without a hitch, thanks to a scandal that arose
As one of the most popular beauty YouTubers, it's no secret that Jeffree Star is doing very well for himself. He owns several custom made pinball machines, a closet full of Birkin bags, a bumblebee
More News in Business
Wealthquest Corp raised its holdings in SPDR Portfolio Large Cap ETF (NYSEARCA:SPLG) by 44.7% in the 3rd quarter, according to the company in its most recent 13F filing with the SEC. The fund owned 317,515
Wealthquest Corp increased its stake in shares of iShares Core S&P 500 ETF (NYSEARCA:IVV) by 0.8% in the third quarter, Holdings Channel reports. The firm owned 10,327 shares of the company's stock after buying an
Kellogg this week put Raisin Bran, Corn Flakes, Rice Krispies, Frosted Flakes, Froot Loops and Frosted Mini Wheats "all together" to make a statement about LGBTQ inclusivity and made a $50,000 donation to GLAAD to
Thanks reportedly to activism from far-left anti-Christian zealots, the U.K.'s first-ever Chick-fil-A restaurant must shutter its doors at the conclusion of its six-month lease at The Oracle shopping center and mall in Reading, Berkshire, England. In
Kellogg's recently partnered with gay-rights advocacy group GLAAD in an effort to combat bullying and raise awareness of LGBTQ issues, releasing a special-edition box in honor of Spirit Day. However, as Yahoo Lifestyle reports, some
MCDONALD & # 39; s fans can save up to £ 5 off their food later this month by ordering food through the app. You must spend at least £ 20 to get the offer, or