DUBAI: If you have ever wondered what it’s like to be a celebrity or an influencer agent, Lebanese entrepreneur Hady Hajjar can tell you exactly what happens when the cameras stop flashing.
With more than 20 years of experience in the field, Hajjar says that “whatever you see on social media or on screens is not what you get in real life.”
Hajjar has more than 20 years of experience in the field. (Supplied)
The co-founder of Dubai and Beirut-based Humanagment, “the first celebrities and social media agency in the Middle East,” added that it takes a lot of effort to build credibility and trust with well-known figures. “Everyone knows that any celebrity or influencer might be behaving differently than (ordinary) people. They have their own mood swings, they have their own self egos,” he explained.
Hajjar with Egyptian actress Yasmine Sabri and Lebanese singer Maya Diab. (Supplied)
One of Hajjar’s main challenges is the “human aspect” of dealing with famous figures because “there is no formula that you can apply to all the celebrities. Everyone has a specific way to deal with them,” he said. “At the same time, it can be something you really enjoy because you might discover and learn about lots of human behaviors that you have never (encountered) before.”
With the rise of social media came the rise of influencers — a job title that wouldn’t have existed a mere 10 years ago.
Hajjar believes influencers, like Khalid Al Ameri, are here to stay. (Supplied)
Hajjar believes they are here to stay.
“(The trend) will never die, but it will evolve over time,” he said. “People will still follow them, but the type of content will change. Maybe in five or 10 years, I’ll get them in 3D in front of me,” he predicted.
With regards to influencers working in the Gulf, Hajjar went on to address allegations by some Khaleeji fashion insiders that there is too much of a focus on Lebanon’s style mavens as well as big names from certain GCC countries.
Hajjar with Emirati singer Balqees Fathi. (Supplied)
The entrepreneur counters that it is crucial to have a healthy mix of talent.
“It was normal that the most fashionable names in the region would have been from Lebanon or, maybe in the GCC they were the Kuwaiti girls who were the first to hit and to tackle the fashion industry in the region… but in 2020, we should not be racist about the country of origin, we see people based on their values, based on their content,” he added.
Hajjar with Lebanese star Cyrine Abdel Nour. (Supplied)
Hajjar has witnessed a lot of changes in the industry. Previously, brands would call for celebrities to be their ambassadors, he said, adding that things changed around two years ago.
“Two years back, the celebrity endorsement slowed down and everyone was going around influencer marketing, it was inflated.”
However, the formula for success now, according to Hajjar, is having a celebrity as a brand ambassador “to create more awareness and an image for the brand and in parallel you use influencers for tactical campaigns and for sales.”
