James Morrissey: Most celebrities should stick to endorsements over owned businesses
James Morrissey · Kevin Hart live on TBPN · Apr 16, 2026 · at 12:07
James Morrissey, Kevin Hart's business partner in Gran Coramino tequila, discusses why most celebrities and influencers fail when attempting to build brand-owned businesses.
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“I would say that from a celebrity perspective, most celebrities should not create businesses that they want to own. The endorsement model is a good model for most celebrities, but for entertainers who truly have the understanding, the know-how, and the commitment to put in the work and prioritize said project over everything else outside of their day job, that's when it's compelling.”
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