Zemeo, a pioneering Ethiopian startup, is bringing the popular Cameo-style celebrity video message platform to the East African nation. Founded just 9 months ago, Zemeo has already signed up an impressive roster of 134 celebrities across various industries - from top Instagram influencers like Hanan Tarik to 90s entertainment sensations like Abent Agonafir. The platform allows fans to directly order personalized video messages from their favorite stars, fostering a new level of intimate connection between celebrities and their admirers. Beyond just video shoutouts, Zemeo is also enabling celebrities to open their own e-commerce stores, providing a new revenue stream, as Yared Seyoum, BirrMetrics Staff Writer, reports.
For years, the concept of celebrities recording personalized video messages for their fans has been a popular phenomenon in the West, thanks to platforms like Cameo. But in Ethiopia, this intimate experience between celebrities and their admirers has been largely unheard of - until now.
Enter Zemeo, a pioneering startup founded by three visionaries who are bringing this unique model to the East African nation. Co-founder Haben Kiros explains what inspired them to take on this challenge: "We were inspired by the idea of creating intimacy between celebrities and their fans, and we thought, why not bring this concept to our country?"
And bring it they have. In the 9 months since Zemeo's launch last August, the platform has already signed contracts with an impressive 134 celebrities, ranging from famous artists to TikTokers, musicians, athletes and football players. This includes the number one most followed Ethiopian on Instagram, Hanan Tarik, as well as Abent Agonafir, a sensation from Ethiopia's 90s generation.
"We have deals with big artists, so we think we will be signing more celebrities next year," Haben says confidently.
The process is simple - customers can browse Zemeo's growing roster of talent on their website, zemeo.net, select the celebrity they want to send a personalized message to, and place their order. So far, the team has recorded and delivered around 10 of these custom videos to delighted fans.
But Zemeo isn't just about the video shoutouts. The platform is also expanding to offer celebrities their own dedicated e-commerce stores, allowing them to sell products like cosmetics and clothing directly to their followers. "For artists who work with us, they can have their own store," Haben explains. "We are now testing this."
Of course, building this new marketplace from the ground up in Ethiopia has not been without its challenges. "Understanding the issue was a challenge when we started," Haben admits. "Another thing that was tried before was that people saw us through their eyes as they used to collect profile data of famous people for other purposes. This was also very difficult for me to explain."
Undeterred, the Zemeo team has forged ahead, investing 3-4 million of their own money into marketing, software development and promotion. And their hard work is starting to pay off - Haben expects the platform to onboard up to 500 artists within the next year.
For decades, the relationship between celebrities and their fans in Ethiopia has been a one-way street. Fans could admire their favorite stars from afar, but true personal interactions were few and far between. Zemeo is changing that dynamic, giving both sides a chance to engage with each other in new and meaningful ways.
"We were inspired by the idea of creating intimacy between celebrities and their fans," Haben explains. "So far, we have made 10 videos and delivered them to customers. The main celebrities are registered and they help us with ideas."
This two-way street benefits the celebrities as much as the fans. By joining Zemeo, artists gain a new revenue stream and the ability to connect directly with their audience. "We have given the opportunity to the artists to set their own prices, which means that they are working completely independently," Haben says.
For fans, the appeal is obvious - the chance to receive a personalized message from their favorite celebrity, whether it's a birthday shoutout, words of encouragement, or simply an opportunity to express their admiration. Haben has seen firsthand how transformative these interactions can be.
"It was difficult at first, but now it has become easier," he reflects. "The main celebrities are registered and they help us with ideas.”
While the concept of Zemeo may seem like a no-brainer to those familiar with platforms like Cameo, introducing this idea to the Ethiopian market has required a delicate touch. The team has had to navigate a landscape where similar initiatives have failed to gain traction in the past.
"Another thing that was tried before was that people saw us through their eyes as they used to collect profile data of famous people for other purposes," Haben explains. "This was also very difficult for me to explain."
Building trust with both celebrities and consumers has been a key priority for Zemeo. The team has invested heavily in marketing, software development, and promotion to demonstrate the legitimacy and value of their platform. And their efforts are starting to pay dividends.
"It was difficult at first, but now it has become easier, since the main celebrities are registered and they help us with ideas," Haben says. "We have signed contracts with not only famous artists, but also various TikTokers, musicians, athletes, and football players. We have deals with big artists, so we think we will be signing more celebrities next year."
As Zemeo continues to grow its roster of talent and build trust with Ethiopian consumers, Haben is confident that the platform will become an integral part of the country's entertainment landscape. He envisions a future where up to 500 artists are engaging with fans through personalized video messages and e-commerce opportunities.
"We think that up to 500 artists will join us within 1 year," he predicts. "It is the most influential marketplace."
Zemeo's impact goes beyond just facilitating connections between celebrities and fans. The startup also has ambitious plans to empower its artists and help them diversify their revenue streams.
"For artists who work with us, they can have their own store, for example, they can have cosmetics, clothing stores, and we can open e-commerce for them to sell their products," Haben explains. "We are now testing this."
This hybrid model, combining personalized video messages with e-commerce opportunities, represents a unique value proposition for Ethiopian celebrities. Not only can they engage directly with their fans, but they can also leverage Zemeo's platform to sell their own products and build their personal brands.
It's a vision that Haben and his co-founders are passionate about turning into reality.
"We have invested 3-4 million so far. It is with our own money," Haben says.
As Ethiopian fans eagerly await their chance to receive personalized messages from their favorite stars, Zemeo stands ready to deliver. It's a win-win that could redefine the concept of fandom in Ethiopia for years to come.
