Cameo

What Cameo does

Cameo (legal entity Baron App, Inc.) is a Chicago-based two-sided marketplace founded in 2017 that connects fans with over 40,000 celebrities, athletes, musicians, comedians, wrestlers, reality TV personalities, and digital creators for personalized video messages. The platform operates as a self-serve marketplace at cameo.com and via native iOS and Android apps, with talent setting their own prices and Cameo charging a 25% commission on bookings (talent receive 70% of the Booking Fee, plus 100% of tips). Beyond the core video booking product, the platform offers Cameo for Business (commercial licensing for brand endorsements), Cameo for Kids (family-friendly talent), Cameo Direct (paid messaging), Cameo Calls (live video), Cameo Live (streaming), gift cards ($10-$500), and a merchandise storefront operated by its acquired subsidiary Represent.com. In December 2024, Cameo launched CameoX, removing invitation barriers and onboarding 31,000+ self-enrolled creators, and in March 2026, it embedded a booking integration within TikTok with TikTok serving as merchant of record.

The company's revenue mechanics combine marketplace commissions (primary), transaction fees on messaging, merchandise sales (via Represent), and closed-loop gift cards. Distribution is direct-to-consumer across owned channels, supplemented by talent self-promotion, referral programs (5% of Booking Fee for one year on talent referrals), seasonal email/paid social campaigns, and the TikTok integration. Cameo's customer base spans individual consumers (gift purchases, celebrations, charity fundraising) and enterprise buyers (brand campaigns such as Chomps 'Bury the Beef' and Nutrafol's 'Under Every Hat There's a Comeback'). Operationally, Cameo employs 51-100 staff and is led by CEO and co-founder Steven Galanis alongside co-founders Martin Blencowe and Devon Townsend (CPO).

After peaking at a $1B valuation during COVID, Cameo experienced a >90% valuation decline and is executing a turnaround anchored on (1) the CameoX creator expansion, (2) the TikTok distribution partnership, and (3) defensive IP actions, including a successful preliminary injunction against OpenAI's Sora 'Cameo' feature in February 2026.

Name

Cameo

Legal name

Baron App, Inc.

Website

https://cameo.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Cameo operates a Chicago-based two-sided marketplace connecting fans with over 40,000 celebrities, athletes, and creators for personalized video messages, charging a 25% commission. The platform expanded via CameoX for micro-creators and a 2026 TikTok integration.

Ownership category

akta.pro rank

Product category

Personalized Video Marketplace

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (71141)

SIC

Services-Amusement & Recreation Services (7900), Services-Advertising (7310)

akta.pro primary industry

Cameo-Style Personalized Content & Shoutouts (MPACAFAI)

akta.pro secondary industry

Celebrity & Influencer Talent Booking (HSACAHAE)

Keywords

• Personalized video messages
• Celebrity marketplace platform
• Video shoutout booking
• Creator monetization marketplace
• Talent booking platform

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Marketplace Commission: Cameo charges a 25% commission on all bookings, with talent receiving 70% of the Booking Fee. For app-based bookings (iOS/Android), talent receives 70% of the Net App Booking Fee after platform commissions are deducted. Tips are paid out 100% to talent (minus service fees). Minimum booking fee is $5 per video.
2. Business Cameo Videos: Businesses can purchase Cameo videos for promotional/endorsement purposes, with separate commercial licensing terms and pricing set by talent.
3. Cameo Direct Messages: Users pay per-message fees to send direct messages to talent, with talent optionally responding. Revenue shared at standard commission rate.
4. Cameo Store / Merchandise: Sale of physical goods and merchandise, fulfilled by Represent.com (a division of Cameo) and third-party talent.
5. Gift Cards: Closed-loop prepaid electronic gift cards purchased between $10 and $500, redeemed for Cameo credits. Issued by Cameo Gifts, LLC.
6. Cameo NFTs (Cameo Pass): Non-fungible tokens hosted on Ethereum blockchain providing Cameo Privileges. Secondary sales subject to up to 10% Cameo fee. As of March 2026, no new NFTs are being issued.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

Cameo operates a two-sided online marketplace where fans and businesses can request personalized video shoutouts from over 40,000 celebrities, athletes, creators, and other talent. Each talent sets their own booking price; Cameo collects a 25% commission while talent retain 70% of the Booking Fee (tips go 100% to talent). The platform handles video recording/upload workflows, payment processing, and delivery either on a standard up-to-7-day basis or via Instant Cameo within 0–60 minutes.

Product overview

Cameo is a celebrity video message platform that operates as a unified marketplace connecting fans with celebrities who record personalized video messages. The core product is the Cameo platform where users browse categories (Actors, Athletes, Comedians, Musicians, Reality TV, Creators, WWE) and book personalized videos at prices set by each talent. The platform has expanded from its original celebrity-only model through CameoX (31,000+ micro-creators), and offers tiered offerings including Cameo for Business (commercial use), Cameo for Kids (family-appropriate content), and Cameo for TikTok (embedded in TikTok). Additional modules include Cameo Direct (messaging), Cameo Calls (live video), Cameo Live (streaming), Cameo Pass (NFT), Candl (birthday reminder app), Gift Cards, and the Cameo Store powered by acquired brand Represent. The platform takes a 25% commission on bookings, with talent receiving 70% of the Booking Fee.

Differentiator

Problem solved

Functional benefit

Products and services

• Cameo (Core Marketplace Platform) Core two-sided marketplace where consumers browse categories (Actors, Athletes, Comedians, Musicians, Reality TV, Creators, WWE), select talent, request personalized videos, and receive them within up to 7 days. Talent set their own prices; Cameo takes 25% commission.
• Cameo for Business Dedicated business offering for companies purchasing celebrity videos for brand endorsements, influencer marketing, employee recognition, and internal communications. Includes a 60-day C4B Preparation Period and commercial license for social media use.
• Cameo for Kids Curated category of family-friendly celebrity talent offering personalized videos appropriate for children and family occasions, including birthdays, educational content, and entertainment videos for kids.
• CameoX Open self-enrollment program enabling non-traditional celebrities and micro-creators to join Cameo as talent, broadening the marketplace beyond established celebrity-only inventory.
• Cameo Direct Feature allowing users to send paid direct messages to talent with optional talent response, plus paid sticker purchases. Each message or sticker purchase is final with no refunds.
• Cameo Calls Live video call service allowing real-time interactions between fans and talent booked through the Cameo platform.
• Cameo Live Live streaming service allowing talent to broadcast directly to fans in real time through the Cameo platform.
• Cameo Pass (NFT) Blockchain-based NFT membership pass offering holders Cameo Privileges such as exclusive access, events, and opportunities. Hosted on Ethereum with MetaMask/Coinbase Wallet support.
• Candl Standalone birthday reminder app with a Birthday Network feature enabling users to track and share birthdays of friends and family, designed to drive engagement back into the Cameo gifting funnel.
• Cameo Gift Cards Electronic gift cards sold online in $10–$500 amounts, redeemable for Cameo credits applicable to video bookings, direct messages, and stickers (excludes Political Cameo Products, Subscriptions, and tips).
• Cameo Store / Merchandise E-commerce storefront for celebrity-branded physical merchandise and limited-quantity goods, fulfilled by Represent.com (a Cameo division) and third-party talent, with pop-up retail events.
• Represent Acquired direct-to-consumer merchandise platform building celebrity-branded physical goods. Continues operating independently post-acquisition and handles fulfillment for Cameo's merchandise operations.
• Cameo for TikTok Embedded version of Cameo's marketplace within TikTok, allowing U.S. residents to purchase personalized videos from TikTok creators directly within the TikTok app, with TikTok as merchant of record.
• Instant Cameo Expedited fulfillment service delivering personalized celebrity videos within 0–60 minutes, designed for urgent gifting and time-sensitive occasions at a premium price point.
• Red Carpet Rewards Paid loyalty/rewards program where customers earn 5 points per qualifying dollar spent, redeemable at 100 points = $1 toward Direct Messages or videos, with seasonal expiration.

Quantifiable outcome

• Over $1 million in revenue generated by a single micro-creator (Johnny Hilbrant / PE Guy) through nearly 1,200 Cameo videos within one year
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability2 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered flagship, minor and core.

• TikTokflagshipGTM or Marketing Partner · 31 March 2026TikTok partnered with Cameo to enable U.S.-based creators to offer personalized video messages directly within the TikTok app. Creators can add call-to-action buttons to their TikTok content, enabling viewers to purchase personalized videos. TikTok is the merchant of record for these transactions. TikTok talent delivered their strongest year on Cameo in 2025, driving the partnership. Cameo continues to take its standard 25% cut on bookings originating through TikTok.
• NutrafolminorGTM or Marketing Partner · 24 February 2026Nutrafol ran a marketing campaign titled 'Under Every Hat There's a Comeback' featuring content creator Robby Berger and Cameo as part of the campaign's personalized video elements targeting men with thinning hair.
• ChompsminorGTM or Marketing Partner · 4 December 2025Chomps partnered with Cameo for the 'Bury the Beef' campaign featuring a reunion of actors Chad Michael Murray and James Lafferty to promote the brand and holiday conflict resolution theme.
• Pro Athlete Community (PAC)minorStrategic or Co-development Partner · 8 October 2025Pro Athlete Community partnered with Cameo to create PACfluence, unlocking brand opportunities and new income streams for professional athletes through the Cameo platform.
• RealbotixminorGTM or Marketing Partner · 19 November 2024Realbotix robot joined Cameo social media platform, providing a unique integration of AI/humanoid robotics with the personalized video platform.
• Represent (acquired by Cameo)coreStrategic or Co-development Partner · 25 October 2021Cameo acquired Represent, a Los Angeles-based direct-to-consumer merchandise platform for celebrities, to expand its talent pool and integrate merchandise capabilities. Represent continued operating independently initially. Represent.com is now a division of Cameo fulfilling merchandise sales.
• Impartner, NoPaperForms, AI-Media, Teikametrics, LaunchDarklyminorOthersCameo appears in a list of companies alongside Impartner, NoPaperForms, AI-Media, Teikametrics, and LaunchDarkly in a November 2025 getlatka.com article about company revenue, with no indication of any recent events or developments connecting them.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• YouTube: YouTube offers Super Chat, Channel Memberships, and direct creator monetization as part of its broader video platform. While not a personalized-video marketplace, YouTube competes for creator time and attention and offers fan-engagement monetization that overlaps with Cameo's model.
• Twitch: Twitch offers Subscriptions, Bits, and creator monetization tools focused on live streaming. While gaming-centric, the model of direct fan-to-creator payments via subscriptions and gifts is comparable to Cameo's fan engagement and CameoX creator monetization offerings.
• Meta (Facebook/Instagram): Meta operates Facebook Stars, Instagram Subscriptions, and Badges, enabling direct fan-to-creor monetization across its social platforms. As a broad incumbent, Meta offers a wider portfolio of creator monetization tools that compete with Cameo's CameoX and Fan Club features.

Direct peers

• Patreon: Patreon is a leading creator fan-membership platform enabling direct monetization between creators and their fans through subscriptions and paid tiers. Overlaps with Cameo's CameoX initiative and Cameo Fan Club/Follows features as both build direct creator-to-fan monetization relationships.
• Memmo: Memmo is a Stockholm-based marketplace offering personalized video messages from celebrities, athletes, and creators — directly comparable to Cameo's core product. Both operate two-sided marketplaces where talent sets pricing and fans book custom video shoutouts for gifting occasions.
• Shoutable: Shoutable is a marketplace for booking personalized video shoutouts from talent, directly comparable to Cameo's core offering. Both platforms connect fans with creators/celebrities for custom video greetings, making Shoutable a head-to-head competitor in the personalized video space.

Emerging players

• TikTok: TikTok is both a Cameo partner (Cameo for TikTok integration, 2026) and a competitor through TikTok LIVE gifts, creator monetization tools, and the recently launched 'Cameo' feature within Sora. The dual relationship highlights TikTok's role as both distribution channel and emerging substitute for personalized creator content.
• Substack: Substack is a creator monetization platform enabling direct fan relationships through paid subscriptions, newsletters, and content. While content-format focused, Substack overlaps with Cameo's broader mission of enabling creators to monetize directly with their audiences, particularly for niche talent that CameoX targets.
• Triller: Triller is a creator-economy and short-video platform offering tools for creators to monetize content, including direct fan engagement features. As an emerging player in the creator monetization space, it competes with CameoX for creator mindshare and audience attention.
• OpenAI (Sora): OpenAI's Sora launched a 'Cameo' feature for AI-generated celebrity video likenesses, competing with Cameo's human-recorded personalized videos. Although Cameo won a trademark injunction, OpenAI represents the broader AI-video threat that commoditizes personalized creator content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BookCameo
• LinkedInlinkedin.com/company/bookcameo
• TikToktiktok.com/@cameo
• Facebookfacebook.com/Cameo

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds8 records

Investors31 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cameo