{"id":18858,"date":"2011-03-07T04:38:55","date_gmt":"2011-03-07T12:38:55","guid":{"rendered":"http:\/\/198.46.88.49\/?p=18858"},"modified":"2011-03-07T08:36:54","modified_gmt":"2011-03-07T16:36:54","slug":"tyra-banks-demand-media","status":"publish","type":"post","link":"http:\/\/198.46.88.49\/style\/fashion\/tyra-banks-demand-media","title":{"rendered":"Tyra Banks\u00e2\u20ac\u2122 Demand Media Partnership May Make Her the Highest Netting Celebrity Fashion Startup Entrepreneur"},"content":{"rendered":"
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Celebrities love fashion, fashion loves celebrities, and as we’ve previously mentioned celeb supported online fashion startups<\/a> are becoming the new celebrity clothing line.<\/p>\n Demand Media announced a partnership with Tyra Banks last June to launch an “interactive web property, an engaging online video series and unique mobile applications” that “closely supporting her core mission to expand the definition of beauty.”<\/p>\n That partnership also made Banks a shareholder in Demand Media, who recently had a successful IPO. The web property portion of the arrangement is scheduled for a March 15th launch. Already, there’s a Nowness<\/a> style pre-launch – obviously more mass than high end – with a daily question available to people who connect to the site with their Facebook account.<\/p>\n Perhaps more interesting than the site is the deal itself, which could make Banks one of the highest netting online fashion startup entrepreneurs. While Kim Kardashian probably does have some role in choosing which shoes are available on ShoeDazzle, and it’s not beyond belief that Kate Bosworth gives the okay on some of the selections on JewelMint, there’s nothing in SEC filings to suggest either is a significant shareholder.<\/p>\n While Banks’ 375,000 warrants to buy Demand Media shares at $12* don’t make her the biggest financial winner in the Demand IPO\u00c2\u00a0{Business Insider<\/a>} they would net her company more than $4.7 million at Demand’s current share price of $24.55. That’s without anything even launched.<\/p>\n Currently enrolled in classes at Harvard Business School, Banks has quite a bit of media experience, of course. so it makes sense that she’ll net more for her \u00c2\u00a0endorsement than Kardashian or Bosworth. It’s probably even more of a win for Demand, who insists they aren’t a content farm, but are still struggling with a perception that the machine generated topics used to spur writers and take advantage of easy to target search terms result in low quality pieces, bordering on spam.<\/p>\n