Tyra Banks to Melania Trump: The rise of celeb docs - What in the World podcast, BBC World Service

Key Concepts

• Celebrity Docu-Series Trend: The increasing popularity of documentaries and docu-series led by or focused on high-profile celebrities.
• Image Control & Narrative Shaping: The strategic use of these productions by celebrities to manage public perception and control their own narratives.
• Authenticity Paradox: The tension between presenting a “real” image and maintaining control over the portrayal.
• Financial Incentives: The economic benefits for both studios/streamers and celebrities involved in these projects.
• Controversy & Criticism: The ethical and political debates surrounding these productions, particularly regarding authenticity, profit, and potential PR manipulation.
• The “Sphinx” Persona: The deliberate cultivation of a mysterious and controlled public image, exemplified by Melania Trump.

The Rise of the Celebrity Docu-Series: Control, Cash & Controversy

The current media landscape is witnessing a surge in celebrity-led documentaries and docu-series, driven by a calculated balance of financial opportunity and image control. Streaming services and studios are investing heavily in these projects due to the guaranteed viewership that comes with established fanbases. As William Lee Adams notes, “studios and streaming services, they're really making a calculation here, balancing money and risk…if you're a big celebrity, you've got a massive following and so the studio knows there's going to be interest.” The financial returns can be substantial; Taylor Swift’s Eras Tour concert film grossed $260 million in 2023 alone.

Why Celebrities are Embracing the Format

Beyond the financial gains – including merchandise sales, ticket boosts, and maintaining cultural relevance – these docu-series offer celebrities the power to shape their own narratives. They provide a platform to address criticisms and present a desired image. Beyoncé’s Renaissance film serves as a prime example. Facing backlash for performing in Dubai, a location with a controversial record on LGBTQ+ rights, Beyoncé strategically highlighted her relationship with her gay cousin, “Uncle Johnny,” emphasizing the importance of queer culture in her life. Adams explains this is a deliberate move: “She’s saying I’m not problematic. And in an image conscious economy, that’s huge.” This also extends to signalling to studios and brands, demonstrating a commitment to inclusivity.

Case Study: America’s Next Top Model & The Re-Evaluation of Past Content

Netflix’s Reality Check: Inside America's Next Top Model exemplifies the trend of revisiting and responding to past controversies. The original show, fronted by Tyra Banks, ran from 2003-2018 and has recently faced criticism for problematic content, including photoshoots involving racial insensitivity (accused of blackface) and the glamorization of violence. The docu-series is presented as Banks’ response to these accusations. Initially, Banks responded to early criticism on X (formerly Twitter) in 2020, stating, “Been seeing the posts about the insensitivity of some past ANTM moments and I agree with you. Looking back, those were some really off choices.” She further defended the controversial “race-switching” photoshoot, claiming the intention was to “spread beauty and break down barriers,” differentiating it from the historical use of blackface for denigration. The discussion highlights how societal standards and sensitivities evolve, and how content created in the past is re-evaluated through a modern lens.

The Authenticity Question & The Role of Production Companies

A key concern surrounding these docu-series is their authenticity. Esther, a film director interviewed in the broadcast, expressed annoyance with the Taylor Swift documentary, stating, “it feels very obvious it was a PR move.” Zawadi, a Taylor Swift fan, acknowledged the inherent PR aspect but argued that “curiosity sells” and Swift is a “master of reputation management.” This points to the understanding that these productions are inherently curated.

Increasingly, celebrities are establishing their own production companies – Beyoncé’s Parkwood Pictures, Taylor Swift Productions, and David Beckham’s Studio 99 are cited as examples – to exert greater control over their narratives. Adams explains this is driven by the “authenticity paradox”: celebrities want to appear “real” but also maintain control over their image. Owning the production company allows for final veto power over content and greater financial benefits, as streamers purchase films from producers.

Melania – Politics, Profit & Controversy

The documentary Melania, focusing on the former First Lady, exemplifies the complexities of this trend. Described as an attempt to humanize a figure often portrayed as enigmatic – “the Sphinx of Slovenia” – the film offers a glimpse into her life leading up to the 2025 inauguration. However, it has sparked significant controversy due to the substantial financial investment by Amazon ($75 million total, with at least $28 million reportedly going to Melania Trump) and the timing of its release amidst political protests and immigration debates.

The Wall Street Journal reported Melania Trump’s cut is at least $28 million. The film’s initial box office performance ($7 million in its first weekend in North America) suggests Amazon will take a long time to recoup its investment. Critics have questioned the ethics of profiting from a political figure, particularly given her husband’s policies. Furthermore, the film’s portrayal of Melania as an immigrant and her discussion of foster care were criticized as tone-deaf in light of her husband’s immigration policies. The choice of director, Brett Ratner, who faced sexual misconduct allegations in 2017, also drew scrutiny.

Journalism or PR?

The broadcast concludes by questioning whether these docu-series constitute journalism. While they present facts and real events, Adams argues they lack the “rigour, the pushback, the interrogation and the balance” of traditional journalism. He characterizes them as “authored narratives” or “public relations management” focused on perspective rather than scrutiny.

Conclusion

The rise of celebrity docu-series represents a significant shift in how public figures manage their image and engage with their audiences. Driven by financial incentives and a desire for narrative control, these productions offer a curated glimpse into the lives of the famous. While they can be entertaining and insightful, viewers should approach them with a critical eye, recognizing their inherent biases and the potential for PR manipulation. They are not necessarily balanced reporting, but rather carefully constructed narratives designed to shape perception and solidify a star’s position in the cultural landscape.