Cameo Introduces CameoX

Celeb greetings app Cameo is pivoting to creators with a new product called CameoX. The company became a pandemic hit, as people stuck at home marked various celebrations, like birthdays and graduations, with celebrity shout-outs. It became a tech unicorn valued at $1 billion, but as life returned to normal, Cameo was hit with multiple rounds of layoffs, saw its valuation tank as it took on additional funding, and found itself unable to pay an FTC fine over undisclosed celebrity endorsements. The company says it’s been piloting CameoX since May 2023, making the service accessible to the broader creator community. Before, Cameo tried to avoid being thought of as an app for “D-List” talent by handpicking and vetting the talent that could use its platform. The company noted that over the past three years, it rejected more than 100,000 applications from talent who didn’t meet its threshold requirements. Now, creators can enroll themselves via CameoX by filling out a form, downloading the app, and verifying their identity. This puts the app more in line with others focused on creators, like YouTube and Twitch.