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A version of this story first appeared in the Nov. 20 issue of The Hollywood Reporter magazine. To receive the magazine, click here to subscribe.
Rihanna is getting her Ari Emanuel on. The WME-repped pop diva quietly has founded a beauty and stylist agency called Fr8me with managing partner Benoit Demouy, formerly of the agency Tracey Mattingly. The Los Angeles-based firm assists artists in booking commercials, editorial shoots, ad campaigns and red-carpet gigs. “Hair, makeup and styling play an important role in creativity,” Rihanna, 27, tells THR. “I am very involved with that part of my process, so this agency was an organic thing for me to do.”
Talent already on board: Rihanna’s longtime makeup artist Mylah Morales, Taraji P. Henson’s wardrobe stylist Jason Bolden and hairstylists Patricia Morales (Evan Rachel Wood, Fergie) and Marcia Hamilton (Jada Pinkett Smith and the Smith family). “We are lucky enough to have some of the best artists at Fr8me,” adds Rihanna, “but I also have a soft spot for finding new talent with extraordinary skills!” The creative moonlighting doesn’t end there: In conjunction with Fr8me, Rihanna has started the photo agency A Dog Ate My Homework, which represents shooters Erik Asla and Deborah Anderson.
“Our goal is to have a stellar reputation,” says Demouy. “The industry’s changed so much — rates have gone down, and clients just grab images off social media, trying to bypass paying artists. But we’re concerned with social media, too — we’ll take a makeup artist with 500,000 followers over someone else.”
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