Dolly Parton, Eminem, and Lionel Richie are among the inductees at the 37th annual Rock & Roll Hall of Fame Induction Ceremony sponsored by City National Bank, taking place November 5th at the Microsoft Theater in Los Angeles. Let’s take a look at their endorsement portfolios.
The iconic country star and 10-time Grammy winner has built an impressive stable of 19 brand partnerships, including these five notable deals:
- Duncan Hines: Dolly and Duncan Hines partnered on a line of baking mixes and frostings in January 2022, “Dolly’s Southern Favorites,” inspired by her favorite family recipes.
- Walmart: The retailer stocks Dolly’s beauty brand, Honest Beauty, which includes her fragrance “Dolly–Scent From Above”, and launched The Dolly Parton Greeting Card Collection in 2020, sold exclusively at the mega-retailer.
- Sonos: Dolly partnered with the sound experience company in 2020 to create her own radio station, Songteller Radio, including her hits, favorite artists, and commentary on songs and moments throughout her career, making her the only artist to have an endorsement deal with the company.
- Perfumania: Dolly joined forces with the fragrance retailer to donate $5 from every sale of her “Dolly–Scent from Above” perfume to her Imagination Library, a book gifting program that mails free books to kids from birth until they begin school in participating areas. She’s the only music artist to partner with the brand.
- T-Mobile: Dolly Parton teamed up with Miley Cyrus last February for the telecommunications giant’s #DoItForThePhones campaign, to boost the company’s 5G network customer base and benefit Cyrus’ Happy Hippie Foundation, which funds programs that support homeless and LGBTQ youth and other vulnerable populations.
The “Backwoods Barbie” was active on social media as well, totaling 72 sponsored posts with 18 brands over the last 12 months. Dolly also engaged 1,531,272 followers in the same period, fueled in large part by her deals with Scent Beauty and Duncan Hines. Her 21 posts for Scent Beauty chalked up 209,180 engagements, while her 15 Duncan Hines posts garnered 409,162 likes, shares, or comments.
The 15-time Grammy winner became the latest artist to join Peloton’s Artist Series in January 2022, a month before the Detroit-born megastar took center stage at the final Halftime Super Bowl Halftime Show sponsored by Pepsi.
Eminem’s endorsement portfolio also includes Postmates, Mitchell & Ness, and Jordan Brand. His 13 sponsored posts across 6 brands brands racked up 3,247,989 engagements on social media, averaging 541,332 per brand and 216,533 per post. Emine’s sole Instagram post for Jordan Brand garnered engagement of a whopping 1.955 million.
To promote his Super Bowl performance, Eminem partnered with Postmates to create a pop-up of his Detroit-based restaurant, Mom’s Spaghetti, in LA during Super Bowl week. He also partnered with Mitchell & Ness, Bleacher Report, and the Detroit Pistons to release a special edition SlimShady Pistons jersey. Eminem and Jordan Brand have collaborated since 2005, when they first created the original “Air Shady” shoe.
With just 3 philanthropy-focused partnerships, the legendary artist and four-time Grammy winner maintains a low profile on the endorsement front compared to Dolly Parton and Eminem.
Through his deal with Devoted Health, announced early last month, he’ll support the company’s burgeoning efforts to offer high-quality healthcare to more Americans on Medicare across the country. In April 2022, Richie co-hosted the first Global Gala in New York for the Prince’s Trust, a global network of charities founded by King Charles the III, which focuses on helping disadvantaged young people find employment, educational training, and mentorship. He also has his own SMiZE Cream flavor, “All Night Love,” a nod to his 1984 hit song, “All Night Long.”