Bruce Jenner is making some genius business decisions that are setting him up for a big payday and renewed fame.
This week’s announcement of his upcoming two-hour interview with ABC News’ Diane Sawyer is just the latest of several moves to redefine his brand and emerge from the Kardashians’ shadow as a free agent.
“His brand has been diluted and controlled by the Kardashians,” Chad Kawalec, founder of The Brand Identity Center, told TheWrap. “And all of the associations that go with that is what he’s breaking from. And one of those associations is E!. It’s all of those pieces where he’s basically saying ‘I am no longer in the shadow of that brand. I am taking control of this brand now.’ I think he’s doing it in a really smart way.”
While his divorce earlier this year from Kardashian momager, Kris Jenner, and his still unconfirmed transition to a woman began generating tabloid headlines, Bruce was already hiring his own publicist separately from the Kardashians.
And not just any publicist, but Rogers & Cowan public relations veteran, Alan Nierob, who has steered the public perception and careers of big Hollywood clients including Denzel Washington, Chris Pratt, Robert Downey Jr., Mel Gibson and Rob Lowe.
“Alan Nierob is a great choice by Bruce Jenner,” one veteran publicist who formerly worked at Rogers & Cowan told TheWrap. “He’s a complete pro who’s been instrumental in guiding many celebrities through tough situations and career transitions. Bruce is in very good hands with Alan.”
“I think he’s getting good counsel,” Kawalec said. “He’s always going to have associations with the Kardashians, but he’s going to build it back up on his own terms.”
His exclusion from the E! talent deal means his upcoming series could go to the highest bidder — not by default to E! as most other news outlets assume will be its home.
“It’s smart for them to start seeking outside just the NBC Universal halo while they have a massive marketing campaign behind the Kardashian family. And while having an affinity there, it is always smart to figure out how you can expand your audience reach by looking at different network areas to partner with,” Jesse Redniss, co-founder of entertainment and technology advisory company Brave Ventures, told TheWrap.
Also, Bruce may be seeking a bigger personal evolution for himself.
“He’s been involved in the salacious aspect of reality television and what the larger Kardashian clan brings to the table and he may want to explore, you know he’s 65 years old, he is making a major transition in his life and he may have come to terms, internally, with himself and want to give back to society in a different way right now,” said Redniss.
While E! is still the most probable network for the series, there are opportunities for other networks to bid. An NBC insider told TheWrap that it isn’t considering the project, but that’s to be expected. It’s unlikely that NBC Universal networks (NBC, Bravo, USA, etc.) would bid against sister network E!. But, that leaves a whole slew of broadcast and cable networks who would be in the market for a potentially high-rated reveal of Bruce’s transition process.
Bunim/Murray Productions, which also produces E!’s Kardashian series, has been connected to Bruce’s project, as well. But, that doesn’t mean that E! will necessarily get the series. BMP has shows airing on Lifetime, Oxygen, WE TV and MTV, among others.
That brings us back to the recent announcement that ABC News had nabbed Bruce’s first interview rather than E! News, which pretty much acted as Bruce’s most recent proclamation that he isn’t loyal to the cable channel that has been his home for nearly a decade.
“It’s actually a smart move,” Redniss said of Bruce’s distance from E!. “He’s not just following the Kardashian crew, he wants to diversify the value of what his story is going to be. He also may have actually done some real insights into who cares about his story and where are his loyal fans and followers aligned to and it may not actually be the NBCU audience, it may actually be the ABC audience with Diane Sawyer.”
“He’s clearly trying to elevate himself above the Kardashian brand of frivolousness,” Kawalec said. “I think that’s why a Diane Sawyer and ABC News is giving him legitimacy.”
Even if E! gets Bruce’s new show in the end, the price tag would’ve clearly risen over the last few months.
“It allows him the ability to continue to negotiate. So, he’s not beholden to anybody any longer. He’s going to create a price war,” Kawalec predicted.
“We have not announced a show and continue not to comment,” an E! representative told TheWrap after we approached them for this article.
A representative for the production company told TheWrap, “Regarding Bruce, BMP does not address questions about this.”
Ryan Seacrest Productions, a producer of the Kardashian series though it has long handed over physical production of the E! shows to BMP, has yet to respond to TheWrap’s request for comment.
In many ways, Bruce is simply reclaiming the spotlight. Let us not forget that the 1976 Olympic Gold medal-winner for the decathlon was considered America’s greatest athlete, appeared on Wheaties cereal boxes and earned several TV roles in the 1980s, including replacing Erik Estrada on the highly-rated “CHiPs” for a short time – all before Kris and her Kardashian kids entered his life.
“He had all this fame and glory when he was this athlete,” Redniss pointed out. “And people gravitate towards athletes because they embody the good in all of us and something that everyone is trying to strive to achieve. So, maybe he literally has come to terms with wanting to get back to that type of positive impact on the world.”
“The fact that he’s becoming arguably more authentic is going to serve him well,” Kawalec predicted.
11 Transgender Stars Weigh In on Trans Images in Entertainment (Exclusive)
Chaz Bono, Transgender advocate, writer and musician
1. What transgender story or character has been particularly meaningful or impactful to you?
"'Boys Don't Cry' was important to me. It was about a year after I saw that film that I started to question my own gender identity. It's a difficult movie to watch, but it was the first image of a transgender man I'd ever seen in the mainstream media. Even though the character wasn't perfect and there was a tragic ending, I could still identify with Brandon. Seeing that film helped me figure out that I was transgender."
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"I'm so tired of seeing TV shows and films where transgender people are either victimized or killers. And too often those characters that are supposed to be transgender don't look or act anything like actual transgender people. People in the entertainment industry who are writing, casting, directing, and acting transgender roles have a responsibility to do their research and make it more realistic."
Jennifer Finney Boylan, Author and professor at Colby College in Maine 1. What transgender story or character has been particularly meaningful or impactful to you?
"I wish I could say that more trans stories or characters helped me on my way when I felt most alone— but when I was coming out, quite frankly, I struggled because none of the narratives out there felt like they had anything to do with the life I wanted to live. As a woman my concerns have always been pretty close to the hearth - I have always prioritized the lives of my children and the woman that I love. Right behind that was my work as a teacher, and trying to be a positive force in the lives of my students. I didn't see that story being told when I was in my 20s and 30s; all the characters I read about seemed to suggest being trans was some wild and radical act. Now, of course, I think I have come full circle. Now I believe that there's probably no more radical thing that a trans person—or anyone—can do than raise a family, and to live your truth without shame."
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"I am tired of seeing trans people as tragic heroes. 'Heroes' are good, but do we always have to be tragic? Can we not be honored for the things we do that make us human, rather than the things that makes us extraordinary? I mean, I do believe that trans people are all heroes, and that we are extraordinary - but the media needs to show our humanity, and not to constantly exploit us. I know that there is a tremendous amount of work to be done, to help reduce unemployment and harassment of trans people - but the media can help bring this change about by altering the narrative. I want to see a trans person on a TV show whose gender identity is as unremarkable as anyone else's. I want to see a show that simply shows that being trans is just one more way of being human."
Ian Harvie, Comedian, writer and actor 1. What transgender story or character has been particularly meaningful or impactful to you?
"I am particularly proud of Laverne Cox and her role on 'Orange is the New Black' on Netflix. Laverne is a trans woman, in a trans role, bringing beautiful truth to her character, Sophia. She's tough and vulnerable at the same time, dealing with her family on the outside and her new found family on inside. No matter how you identify, if you don't fall in love with her character, you have no soul."
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"I would be all right with NEVER again seeing Trans people being depicted as mentally ill or unlovable. I would LOVE to see Trans folks represented as healthy, lovable humans, in a beautiful, loving relationships with their families friends and lovers and with people of all genders."
Andrea James, Writer, director, producer and transgender advocate
1. What transgender story or character has been particularly meaningful or impactful to you?
"My favorite fictional trans character is Ludo Fabre in Alain Berliner's 1997 Belgian film 'Ma Vie En Rose.' The film came out during my own transition and is one of the first films to depict trans youth, a topic now at the forefront of the trans rights movement. It's an absolute outrage that this sweet and thoughtful film is rated R by the Motion Picture Association of America. An honorable mention to my favorite metaphorically trans character: Rachael, the replicant who "passes" as human in Ridley Scott's 1982 sci-fi classic 'Blade Runner.'"
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"If I never see another transgender "regret narrative" again, I'd be just fine with that. Authors and journalists who wouldn't dream of taking the 'ex-gay' movement seriously are happy to over-represent the small number of people who vacillate in how they express their gender, often presenting them as self-hating 'ex-trans' people. There's nothing wrong with moving around on the gender spectrum if someone wants, and everyone should be allowed to express their gender however they wish, whenever they wish. We must continually work to end the 'all or nothing' mentality about gender identity and expression."
Carmen Carrera, Reality TV star and model
1. What transgender story or character has been particularly meaningful or impactful to you?
"Laverne Cox's character on 'Orange is the New Black' is the only transgender character I think I've ever related to on television. Watching her character's transition play out on the series really hit home. I'm familiar with going through the steps, the effects on your family, facing adversity in public settings and all at the same time trying to stay focused on keeping peace of mind. I think the insight of transitioning has definitely given a little bit more of understanding to our world."
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"I hate the whole prostitute, low-life story. It's so false and degrading. Also the 'I tricked you' story is so ignorant 1990's. There are powerful, intelligent trans women out there, like myself, who know we are way more than the clichés and the stereotypes. I really would love to see a positive and accurate representation of the trans woman of today. We are truly amazing."
Diego Sanchez, Director of Policy at PFLAG, formerly senior legislative adviser for Congressman Barney Frank
1. What transgender story or character has been particularly meaningful or impactful to you?
"Brandon Teena, portrayed by Academy Award-winning Hillary Swank, in the film 'Boys Don't Cry.' I went to a pre-opening showing of the film, and afterwards, the packed theater moved to the lobby where we first stood together, speechless, riveted for nearly 30 minutes before going together to have ice cream. It remains powerful to me. The movie didn't stick precisely to the facts as the documentary 'The Brandon Teena Story' did, but it resonates with me still as powerful and meaningfully important."
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"I wish that I never again have to see transgender people portrayed as exaggerated caricatures of people ripe for ridicule, rather it would nice for those who portray us to recognize that we are people, just like everyone else."
Isis King, Fashion model and designer, former contestant on 'America's Next Top Model'
1. What transgender story or character has been particularly meaningful or impactful to you?
"I always like to see love stories about trans people finding love and functioning in society as normal people. I've seen very few stories like that, but those have been the most meaningful to me because we've already seen all the sad stories - now we want to see uplifting, motivational stories!"
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"I'm tired of seeing the trans hooker that doesn't have character development outside of being a sex object. The side girl who doesn't get the respect of even being treated as a person, let alone a lady."
Monica Roberts, Award-winning blogger at TransGriot
1. What transgender story or character has been particularly meaningful or impactful to you?
"The best trans characters so far have been Edie Stokes in a 1977 episode of "The Jeffersons' and the Alexis Meade character on 'Ugly Betty.'"
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"Trans media representation has been a mixed bag. We still have media outlets that refuse to follow GLAAD and AP Stylebook standards. What I would like to see are trans actors and actresses actually playing trans people, trans writers writing those roles and stories."
Kye Allums, First transgender NCAA Division 1 college athlete, founder of Project I Am Enough
1. What transgender story or character has been particularly meaningful or impactful to you?
"I was so happy to see Laverne Cox land the well deserved role in 'Orange Is The New Black.' I got a chance to hangout with her last month and I watch random people on the street shout out that they love her. It made me smile because it is too often trans women of color are treated with disrespect, especially in New York. She is living her truth as a proud black trans woman and changing hearts while doing so. I couldn't be prouder."
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"I would love to see more trans men of color being represented in the media. I would also like to hear from significant others of trans people."
Mia Ryan, Star of "Houston Beauty" on OWN
1. What transgender story or character has been particularly meaningful or impactful to you?
"My favorite transgender story has been 'Major!' a documentary about long-time trans advocate Miss Major Griffin-Gracy. She was dealing with her gender transition during a very difficult time in history, and I believe that this has influenced the evolution of acceptance towards the LGBT community as a whole."
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"I think that trans representation in the media is slowly changing and I do believe that the trans community is being given a chance by audiences, but I would like to see media change their target perspective when reporting a story dealing with anyone in the trans community."
Jamie Clayton, Actress
1. What transgender story or character has been particularly meaningful or impactful to you?
"I'm really happy with the roles I had on HBO's 'Hung' and 'Dirty Work' [dirtywork.com]. Both characters, Kyla & Michelle, were great representations of the 'every girl.' They're women juggling their jobs, dating, family and trying to fit in."
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"I would love to see more trans characters that are regular, working members of society, representations that aren't criminal or sexualized where the story isn't about them being trans, they just happen to be. Those are the roles I like to watch and play."
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In honor of Transgender Awareness Week, GLAAD and TheWrap partner to bring you these takes on representations in TV and Film
Chaz Bono, Transgender advocate, writer and musician
1. What transgender story or character has been particularly meaningful or impactful to you?
"'Boys Don't Cry' was important to me. It was about a year after I saw that film that I started to question my own gender identity. It's a difficult movie to watch, but it was the first image of a transgender man I'd ever seen in the mainstream media. Even though the character wasn't perfect and there was a tragic ending, I could still identify with Brandon. Seeing that film helped me figure out that I was transgender."
2. What is a common stereotype or cliché in stories about transgender people that you never want to see again?
"I'm so tired of seeing TV shows and films where transgender people are either victimized or killers. And too often those characters that are supposed to be transgender don't look or act anything like actual transgender people. People in the entertainment industry who are writing, casting, directing, and acting transgender roles have a responsibility to do their research and make it more realistic."
