Stephanie McMahon has been outspoken about how WWE Superstars are bigger than the brand they perform for.
In recent years, WWE performers have grown their stock and their individual brands via platforms such as YouTube, Twitch, Instagram and even TikTok. Contracted talents who can no longer perform, such as Paige, have found an outlet to connect with fans that doesn’t involve punishing their body thanks to today’s current mediums.
Now, WWE’s Chief Brand Officer, Stephanie McMahon has spoken to David Meltzer – not Dave Meltzer – of The Playbook Podcast about how the company highlights individuals over the best interests of World Wrestling Entertainment:
“One of the things that we understood early on is star power. It’s about the attraction, it’s about the draw. Whether it’s a live event or you’re trying to drive television ratings or social media engagement, you have to have star power. For us, we try to amplify the individual stars so we can create the biggest moats around them. They need to have individual voices. They need to be their own personas. Now, in the digital and social age, the audience wants to engage with these stars on a personal level. ‘I know you play this particular character, but who are you in real life? Do you have pets? What do you like to eat?’ People want to relate. At the end of the day, the audience might not relate to a brand, to the WWE or another league, but they might relate to a team or an individual star. More and more, you’re seeing that in the media space. Whether it’s content creators on TikTok or Twitch, you see these consumers and people getting behind the content creators and influencers individually because they relate to them. It’s different ways for every person. if you can create the opportunities for engagement, then the rising tide will raise all boats.”
Several weeks ago, WWE began to crack down on talent using said third-party platforms before relenting on the edict after receiving backlash from devotees.
Credit for the interview: The Playbook Podcast
h/t for the transcription: Fightful