Shulou(Shulou.com)11/24 Report--

According to news in the morning of July 27, Beijing time, just after Elon Musk suddenly announced that his Twitter brand would be changed to X a few days ago, CEO Linda Yaccarino traveled to Hollywood this week to try to attract economic companies and artists to the platform.

Ms. Yakarino met with brokers from innovative artists Agency (Creative Artists Agency,CAA) and UTA United Elite Agency (United Talent Agency,UTA) in San Francisco to introduce her vision for X, hoping to attract stars and online celebrities from cooking, music and sports to the platform, according to people familiar with the matter.

Just days before his trip to Hollywood, Musk announced a major overhaul of the Twitter brand, changing its name and logo to "X" and abandoning the Bluebird logo, which has been in use for years. The move is intended to expand further into video, audio and even payments, but it has raised concerns among analysts. They worry that Mr Musk's impulsive move will lead to the loss of billions of dollars worth of brand equity that the company has been operating for years.

"imagine what you want and X will try to achieve it," Yacarino told his agent, according to a person familiar with the matter at the meeting. " She also called on all parties to consider establishing a "mutually beneficial commercial partnership."

One model suggested by Twitter is to have the brand sponsor an event on Twitter's Spaces audio feature and invite a celebrity or online celebrity to attend, according to people familiar with the matter. The meeting was chaired by Jaffrey Jacobs, a veteran of CAA. At the end of the meeting, the company said it would bring back some ideas.

Twitter, CAA and UTA all declined to comment.

Twitter hopes to sell more ads by attracting influential people and promote sponsorship and brand deals between advertisers and celebrities.

Yakarino used to be the global advertising director of NBC and has deep connections in the media industry. She has been in contact with stars since she became CEO. Yakarino has extensive experience in this area and has been global chairman of YMU, a British artist agency, since February this year. "she belongs to this business," said an artist industry executive. "

Ms. Yakarino released a photo of her with Paris Hilton on Tuesday, suggesting a possible partnership. Tucker Carlson, a former Fox News anchor, has started broadcasting the show on Twitter.

Earlier this month, Twitter also announced a plan to share creators' advertising revenue, which can be realized directly through the platform as long as online celebrities meet certain standards.

But apart from the short text function, Twitter's attempts in other areas have not been plain sailing, especially after Musk began to lay off staff. Before Yakarino took office, Florida Governor Ron DeSantis announced his candidacy in the 2024 US presidential election via Twitter Spaces audio service in May, only to be disrupted by a technical glitch.

The sudden change of Twitter's name X also surprised advertisers. Since Musk bought Twitter for $44 billion last October, he has shown a capricious leadership style, relaxed content censorship and adopted aggressive cost-cutting plans. This has also led many advertisers to leave the platform.

Since Musk took the helm, Twitter revenue has fallen by about 50%, and now it's Yakarino's task to bridge relationships with advertisers and build new partnerships. In response to the renamed tweet on Sunday, she set out her overall vision for the platform: "X is the future of wireless interaction, centering on audio, video, messaging, payment / banking, and creating a global market for ideas, goods, services and opportunities."

However, some advertisers and artist agencies said they were unmoved by the adjustment. In their view, all the goodwill created by Yakarino has been destroyed by Musk. An advertising executive at a top agency said his sudden launch of X "feels like nonsense". He added: "Let's see how Yakarino handles this."

Another advertising executive said: "I have no idea what this acquisition is for. I wonder how patient his investors are."

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