00:06:34.560She's like, Hannah thinks she's going to give birth in the car.
00:06:36.180I mean, there's a shot out of the windshield while she's driving where they're on the highway, I guess, following Hannah while she's having contractions.
00:10:35.300I fully believe that influencers are the new celebrity.0.99
00:10:40.080They're the new reality television star.
00:10:42.020We are paying attention to them in the same way that in the 2000s when I worked in these gossip magazines, we paid attention to celebrities.
00:10:51.920and yeah i just i went down this deep rabbit hole last night about the ballerina farm birth and then
00:11:00.780i felt guilty because i want to get off the i want to get off the instagram more yeah freaking time
00:11:05.580limit yeah but i kept thinking why do i care why do i care about this woman giving birth who i don't
00:11:12.100know and this newborn baby that that i am never gonna see and it reminded me that i once did a
00:11:18.800deep analysis of why we care about celebrity babies and just how much money celebrity babies
00:11:27.580were worth at the time. So last night in the middle of the night, I crept creepily downstairs
00:11:35.920to find a copy of this book that I wrote about how celebrities make money. It's called Celebrity
00:11:42.000Inc. I wrote it a thousand years ago. The first chapter of the book is called Shiloh Jolie-Pitt,
00:11:46.440the magazine market and the bull run for celebrity baby pictures that was a big one
00:11:53.760like i distinctly remember yeah she was a big like surrey cruise was right up there around that time
00:12:01.380and jayla's twins max and emma oh okay okay yeah yeah the truth is that you know 10 15 years ago
00:12:11.040these celebrity magazines made so much money off of these baby pictures they paid so much money
00:12:17.980and they made so much money their sales went gonzo i actually i used to be able to do math
00:12:24.060so i did did math when i did this analysis well and there was just there was a shit ton
00:12:30.920of scrooge mcduck style money to be made from celebrity babies and now i believe that influencer
00:12:39.020babies are the new attention-grabbing moneymaker. So what I want to do is I'm actually, I'm going
00:12:49.180to read a little bit from this history because I think it's interesting to see where we were,
00:12:54.800to figure out where we are and where we're going. So I'm just going to read a little bit
00:12:58.700of the boom, the boom in celebrity baby pictures and how they made money.
00:13:29.080Oh, and I just want to add here that it was Brad Pitt and Angelina Jolie selling their own baby
00:13:34.780pictures, by the way. Yeah, yeah. These were not paparazzi photos. They were selling them
00:13:39.540themselves. Okay, back to the story. Over at Us Weekly, Peter Grossman looked at his editor-in-chief
00:13:46.720Janice Minn the moment that this pregnancy had been announced. This is it, he said. We should
00:13:52.900just quit. See, the first look at Pitt and Jilly's baby girl was considered the greatest
00:13:59.500possible get for one of the many Celebrity Weekly magazines. Darren Lyons, then chairman of Big
00:14:06.560Pictures, the firm behind the celebrity photography website MrPaparazzi.com, understood the rules of
00:14:13.300supply and demand. He knew the stars were ginning up more attention, and not less, by taking up
00:14:19.060residence in this poor corner of Africa. I don't think they could have given people
00:14:24.040more of an appetite to see this creature, Lyons said. It is the most anticipated baby since Jesus
00:14:30.440Christ. In the months prior to the birth, Jolie and Pitt struck a mutually beneficial deal with
00:14:38.040the photo agency Getty Images to broker a sale of the first photographs of their child. This way,
00:14:43.900the famous parents could use Getty as a middleman to avoid the ugliness of a direct exchange
00:14:48.940of cash for personal photographs. A month after Shiloh's birth, the editors of all the major
00:14:54.740celebrity magazines were driven to Getty's office buildings to make a blind bid for the rights to
00:14:59.620reproduce these pictures in their magazines. They were all quarantined into little rooms
00:15:04.840containing only conference tables, chairs, and a snack machine. They were each given a glass of
00:15:10.540tepid water. Separating the editors from one another was imperative because it forced each
00:15:15.840publication to formulate their bids knowing absolutely nothing about how motivated the
00:15:21.100competition was. It really is what I think a drug deal would be like, Rob Shooter, a former executive
00:15:26.960editor of OK Magazine, said. You're taken into a dark room and given a taste of what you can get
00:15:32.660before you decide what kind of money you're willing to spend. After more than an hour of
00:15:37.340waiting, the rooms containing the magazine editors went dark. Getty had outfitted each room with a
00:15:42.240slide projector, and now beamed the images of what many would later argue was the most beautiful
00:15:47.980newborn they'd ever seen onto the built-in screens. Shiloh was Pitt and Jolie times 100.
00:15:56.560Cuddling her were Pitt, embodying his sexiest man-alive status, and Jolie. No freakish tattoos
00:16:03.080and evidence or vials of blood around her neck. As for the baby, she was, to quote all of the
00:16:08.620dumbstruck editors who saw her that day. Impossibly gorgeous. Peter Grossman from Us Weekly choked
00:16:16.800on his tepid water. Take the amount we were prepared to spend and double it, he thought.
00:16:24.220People Magazine was the big winner. They outbid the competition and acquired the domestic rights
00:16:28.680to the first pictures of Shiloh, Novell, Jolie-Pitt for a reported $3 million. Turns out it was worth
00:16:37.620it. At the time, People was averaging sales around 1.4 million copies per week. The Shiloh
00:16:44.040issue sold 2.1 million copies. Talk about a baby bump. Word was out. The baby picture bull run had
00:16:52.860officially begun. People next paid Christina Aguilera a reported $2 million for photos of
00:17:00.460her baby boy Max. Paying millions for the right to publish baby pictures was now common practice.
00:17:07.620In March, People beat out its previous all-time high bid for the Shiloh pictures when it offered singer Jennifer Lopez and her husband Mark Anthony a reported $6 million for the first photos of twins Max and Emmy.
00:17:23.580But if the Shiloh photos were like a street drug, Pitt and Jolie's twins were medicinal-grade heroin mixed with crack, for magazine editors.
00:17:32.200Everyone in the business scrambled to figure out how badly they would have to blow their editorial budgets for the remaining issues of the year just to get a hold of pictures of their twins.
00:17:44.460After more than a week of negotiations with Getty, which followed the same procurement procedure as for the Shiloh pictures, people won domestic rights for the pictures with a reported payment of $7 million.
00:17:57.160dollars. It was estimated that in total, including the sale of international rights,
00:18:03.420Pitt and Jolie received 14 million dollars for the photographs introducing young Vivian
00:18:09.920Marchalin and Knox Leon to the world. It was the most expensive celebrity photo buy of all time.
00:18:19.420That special issue sold a remarkable 2.7 million copies at a time when the average for People magazine was 1.5 million.
00:23:34.120But what we do know, what we can say outside of this situation, as Woodward and Bernstein, is influencer babies are big money for influencers who have them, for advertisers, for brands, and for the social media companies generally.
00:23:52.600so i think it is important to report on the fact that one of the biggest influencers out there
00:24:00.200has had another baby because this does mean millions of dollars of revenue in this ecosystem
00:24:07.880for sure and i wouldn't be surprised if her follower uh follower count you know rose pretty
00:24:13.740precipitously um in the coming days well let's we should track that we should because i'm clearly
00:24:20.720i'm a numbers person yeah yeah yeah yeah yeah yeah what is it at right now can you check i i'm
00:24:25.580checking right now um it's eight point something let me check it is 8.3 million okay it's 8.3
00:24:34.660million let's see what it does do you know how long it takes me to get five new followers
00:24:38.440probably as long as it takes me it's not not fast no no but but did you see a rise in
00:24:48.780your followers when you had a baby oh oh oh 100 i got 5 000 followers um during my pregnancy
00:24:56.440and the first month of having the baby and i didn't post many newborn photos yeah at all but
00:25:04.380instagram loved my pregnant belly loved those are my highest my highest liked interacted posts are
00:25:11.940or a month old i posted one of me and my bra with my pregnant oh yeah and yep yeah like a
00:25:19.380thousand followers so yeah you know i still look pregnant i'm a year after a year after having the
00:25:24.420baby i could still pass for six months pregnant so why don't i just pretend
00:25:29.520why don't i just grift grift this system to try to sell like a year yes people are like
00:25:39.180she's 11 months pregnant you should when is she having the when is this baby coming this is0.96
00:25:47.900ridiculous ridiculous my friends oh i don't i have you know just chat i think look it was this is0.98
00:25:59.300clearly important news to report but it was also just an excuse to chat for sure excuse to shoot0.99
00:26:05.080the shit my friend and tell you i love you it's all it's always great it's always great it's0.91
00:26:10.460always great well i'm gonna i'm gonna i'm gonna head i'm gonna head out now and so i can release0.99
00:26:15.280this very important news to to our our waiting public waiting with bated breath with bated
00:26:24.000breath here you go people don't worry sarah is on it sarah is sarah is going to constantly update
00:26:31.180I feel weird sometimes talking about influencer kids, but then the influencers post them.
00:26:36.360So they're exploiting their children, but then are we re-exploiting them?0.84
00:26:39.580God, it's a freaking, it's a Mobius strip.0.85