On July 24, actor Cheyenne Jackson took to Instagram to share a photo of himself, shirtless, showcasing his sculpted abs, veiny arms, and slightly parted lips. In the caption, he subtly hinted at his return to Cameo, a platform where celebrities and others can earn money by creating personalized videos for special occasions like birthdays and bachelorette parties. Jackson, known for his roles in “American Horror Story” and “30 Rock,” explained in a phone interview that he reactivated his Cameo account due to the ongoing strike by SAG-AFTRA, the actors’ union.
For a fee of $95, Jackson offers video messages to fans, citing the financial responsibilities that come with having two children. He acknowledged that his husband had reservations about his involvement with Cameo, but emphasized the need to explore alternative income sources in the industry.
Cameo, which launched in 2016, has become a lifeline for actors during times of limited traditional work. In 2021, amidst the pandemic, actor Andrew Rannells joined Cameo to raise funds for the Entertainment Community Fund (formerly known as the Actors Fund). On a recent episode of the “Sex and the City” reboot, the character Che Diaz, portrayed by Sara Ramirez, turned to Cameo after a TV pilot cancellation.
According to data provided by Cameo, there was a significant surge in the number of reactivated or newly created accounts in July, a 137 percent increase compared to June, coinciding with the start of the strike on July 14. Although the number of video orders remained consistent, Cameo mentioned that July typically sees a decline in orders due to a lack of events like graduations and Father’s Day.
While some of the newly activated accounts were unrelated to the strike, prominent union actors like Jackson and Alyssa Milano also joined. Fran Drescher, the president of SAG-AFTRA, also reactivated her Cameo account, although bookings are currently not being accepted.
Milano, offering video messages at a rate of $250, described Cameo as a valuable way to supplement income during idle periods. Drescher’s representatives did not provide a comment on the matter.
During the strike, SAG-AFTRA members face limitations on filming projects and promotion at significant events. However, creating Cameo videos generally remains within the permissible realm, according to Sue-Anne Morrow, the national director of contract strategic initiatives and podcasts at SAG-AFTRA.
As part of an agreement between the writers’ unions and actors’ union during the strike in May, Cameo allows members to apply earnings from specific bookings towards meeting their health insurance earnings requirements. These bookings must be made through Cameo 4 Business, aimed at corporate customers like insurance companies and grocery store chains for promotional videos.
Morrow highlighted that the agreement was pursued because Cameo represents one of several avenues through which actors can sustain themselves when not actively involved in acting.
The average price of a Cameo 4 Business booking is $1,700, while non-business bookings, which are the most prevalent on the platform, average around $70. Cameo receives a 25 percent fee for each booking, with the remaining amount going to the talent.
Steven Galanis, founder and CEO of Cameo, likened the opportunity presented by the strike to the early days of the pandemic when other income streams for actors and entertainers dried up. He expressed the hope for a swift resolution to the strike but ensured that Cameo would continue providing support as needed.
On July 18, shortly after the strike commenced, Cameo announced a round of layoffs, following a previous layoff of 87 employees in May 2022. Galanis refrained from disclosing specifics regarding the number of people affected by the recent layoffs or the current workforce.
Actors who have returned to Cameo during the strike emphasize that financial gain isn’t the sole motivating factor. Christa B. Allen, known for her roles in “Revenge” and “13 Going on 30,” sees Cameo as an opportunity to engage with fans during a time when public appearances are limited.
Allen, who goes by the stage name Christa Belle, reactivated her Cameo account and charges $75 per booking. She noted that the platform allows actors to connect with their loyal supporters and supplement their traditional media ventures.
In summary, Cameo has witnessed a surge in account reactivations and creations since the SAG-AFTRA strike began. While some actors turn to the platform for financial reasons, others view it as a means to interact with their fan base amidst limited exposure opportunities. SAG-AFTRA has established an agreement with Cameo, enabling members to meet health insurance earnings requirements through specific bookings made via Cameo 4 Business. Although Cameo hopes for a swift resolution to the strike, it remains committed to supporting actors during uncertain times.
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