How The Kardashians Made $65 Million Last Year
Love them or hate them, the Kardashians still manage to snatch our attention while they make a boat load of money doing so. Branding is everything. In this case, the branding mastermind behind this success is Kris, a former airline stewardess and self-proclaimed “momager” who pushed her kids into the national limelight.
Their book, Kardashian Konfidential, has been on the New York Times best-seller list since December (275,000 copies have shipped). Kim’s fragrance was Sephora’s top seller last year, and a new fragrance, Unbreakable by Khloe and Lamar, launched Feb. 12. In the summer, the sisters will unveil a new lifestyle collection with in-store shops at Sears. Then there are the skin care and clothing lines, sneakers, swimwear, liquor, lipstick, three Dash clothing stores. In January, Silly Bandz introduced the Kardashian Glam Pack: rubber band bracelets of the girls’ silhouettes, lips and stilettos. All this despite having no exceptional talent — other than looks, exhibitionism and an inability to self-censor. (Only two Kardashian kids received college degrees: Kourtney from the University of Arizona and Robert from USC.) It’s simply amazing how they pull it off. The family is on the cover of the Hollywood Reporter where Kris chats it up and breaks down exactly how she does it all.
Now let’s get down to the figures. Kris commands anywhere from $100,000-$250,000 for an appearance by Kim Kardashian at an event or party in the States and up to a million dollars internationally. On top of that, she is rumored to have a seven figure deal with a Las Vegas club for a set number of appearances throughout the year. (think back to all of the bashes in Vegas with her celebrity friends…yea, she gets paid for that. Whether she breaks her celebs friends off with some loot for partying with her is debatable).
Want Kim to tweet about your product? Be expected to pay a minimum of $25,000 per tweet just for a shout out.
If you noticed, the Kardashians are always in the weeklys (OK!, US & People) and of course they get paid for that too. Exclusive stories about anything from Kourtney’s weight loss after the baby to a blurb about who Kim Kardashian is hooking up with next can bring them a pay day of 10 grand or more. “Certain paparazzi agencies have agreements with the family to stage photos, sell them and split the profits”. Most recently, Kourtney and her boyfriend Disick turned an afternoon laying poolside together into a $7,500 payday.
Super Mom-manager Kris Jenner also negotiates six figure deals for the girls to cover Magazines. For example, news of Kourtney’s pregnancy in 2009 was sold in a package deal for $300,000 to Life & Style magazine. “That included multiple stories: the pregnancy announcement, sex of the baby, birth announcement, first baby photos and body-after-baby reveal.” OK! Magazine paid $300,000 for the official photos and announcement of Khloe Kardashian’s wedding to Lamar Odom. Not only did they get paid for the photos, but everything from the invitations to Khloe Kardashian’s 9 carat engagement ring were “donated” by vendors in exchange for the product promotion that would come from the media circus surrounding the wedding.
Besides negotiating six figure deals with the Weekly, club appearances and staging paparazzi shots, she’s negotiated seven figure endorsement deals for Kim that includes Sketchers, Sears, a collection with Bebe, jewelry lines and Quick Trim diet pills. Kim, Khloe and Lamar all have their own fragrances, and there are multiple spin off shows to accompany their hit show “Keeping Up With The Kardashians”.
Kris admitted to the Hollywood Reporter that she does worry about over-exposure and that she doesn’t want to get to a place where people are thinking “Enough is Enough”.
“My fantasy is to have Keeping Up With Kardashians, Season 26,” Kris says. “Who knew it would be this profitable? I should have had more kids.”
Check out the long 5 page article in the Hollywood Reporter and maybe, just maybe, you can get some tips from Kris on how to brand yourself.