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You’ve certainly seen actor Dwayne Johnson in one of his movies, or at least in his posters. Perhaps two decades ago, you also saw a Rocky Rock game on television.
But this man’s most unpopular face is what he has proven to be the most successful over the years: businessman Dwayne Scala Johnson.
There is a rather interesting story from the mid-1990s that he himself has told repeatedly. At the time, his college football career was already falling apart, he was interrupted by the team he worked for, and had to call his father, the pickup Rocky Johnson, who would drive him to his home in Tampa. Florida Young Dwayne, with shattered dreams and a broken ego, opens his wallet and sees only seven dollars there.
From those seven dollars years later comes the name of Johnson’s production company, Seven Bucks Productions, which he founded in 2012 with his ex-wife, Danny García.
They also have the philosophy that even if you are at the bottom, if you work hard enough, you will eventually reach your goals. A philosophy that Johnson also promotes through the development of his own career.
After his ketch career made him a globally recognizable name, he gradually retired from the ring to find himself in another world of prewritten stories and unbreakable characters: Hollywood. It took him several years to find his place there, during which time he starred in some not-so-successful movies (remember “Tooth Fairy” or an adaptation of the DooM game? Better if you don’t). But Johnson is one of the people who not only constantly talks about the need for hard work and perseverance, but also follows his own advice.
Today, he is one of the most expensive stars in the American film industry, although, make no mistake, he can hardly be called a “good actor”.
However, last year he topped the Forbes Most Valuable Actors ranking again, earning 89.4 million between June 1, 2018 and June 1, 2019. But not all that money comes from working in front of a movie camera. .
Behind the actor there is an entrepreneur. Withdrawing from ketch, the entertainment industry with which his family is associated, is a business decision that is slowly becoming very good. It is only the first in a series because Johnson has developed his business talent over the years and today he can be seen as an example of how he succeeds.
It is no coincidence that he even studied at Harvard Business School. As the Wall Street Journal describes it, he is a “costume designer who doesn’t look like one.”
Johnson is responsible for 15 people at Seven Bucks Productions (SBP). He’s always looking for opportunities to meet them, even while on the set of his next potential box office hit. The company is behind two fairly successful new parts of Jumanji: Jumanji: Welcome to the Jungle (2017) and Jumanji: The Next Level (2019), as well as spinster Fast and the Furious: Hobbes and Shaw “(2019).
At the same time, SBP is not only working on projects that Johnson is involved in. Various series, television shows and future films are being developed, as well as the What Really Happened podcast.
The company is confident in Johnson’s fame, but its extensive portfolio portrays the role of Danny Garcia.
Scalia’s ex-wife is often cited as the primary driver of some of her successes, and her resume shows why she is so valuable to any business endeavor: she studied finance and marketing at the University of Miami, worked at her own law firm. financial management and more before taking over Johnson’s business management. And while they are no longer intimate partners, they are clearly a business tandem that works well.
Dwayne Johnson himself explains that the biggest lesson he learned from ketch is how important listening to the public is. And when it is not where you want it to be, you have to do something to take it to the place it wants.
“I have built a career based on giving the public what they want,” says Skala.
And sometimes he even hints to the public what he wants. Because over the years, Johnson has proven himself to be a master of advertising, and his approach has been related to deals with certain brands.
One of the most striking examples is the Under Armor clothing brand. Johnson-inspired products appear regularly: bags, T-shirts, headphones, etc. The scales carry the goods, their fans constantly see them in their training videos on social media, and even without the need to spray sporting goods with bragging rights online. they are becoming bestsellers.
A more recent example is Teremana tequila, which can be found in every second Scale post on Facebook and Instagram. With games, challenges, or just product placement, Johnson targets his audience for the brand. And no one is mad at him, he has an extremely rare but valuable ability, he is kind to people and gives the impression of being a “cool guy”.
Therefore, even when a product appears in its publications, the public does not feel repelled by insolent advertising. She does not feel it or does not stop her.
And Johnson’s posts, whether the photos with motivating messages from his brutal early morning workouts, live videos to answer fan questions, or pictures from a new movie set have been carefully considered and considered. The digital image of Rock is what people know, and what reinforces the idea of a “cool guy” in their minds.
And obviously everything works. Johnson has discovered the recipe for how to be a cute celebrity in an era of widespread criticism and endless online negativity.
Her posts reach 181 million followers on Instagram, 57 million on Facebook, 14.5 million on Twitter and 5 million on YouTube. Her influence is undeniable, and she accidentally made it to TIME magazine’s list of “World’s Most Influential Figures” in 2019.
And with that influence, come more bonuses: Johnson, for example, gets paid extra to promote the movies he makes online. In other words, they pay you once to participate in the movie, and then they pay you a second time to promote the movie in their specific way, to feed the curiosity of your followers (and potential viewers) without going through the traditional and methods of often intrusive advertising.
Johnson himself seems to be on the move learning what works and what doesn’t. Not only are the Hollywood studios, which give him 15% of the box office of the films he is involved in, are obviously on the right track, but the companies he works with are willing to trust him to do everything. you can. More money together.
