For years, the concept of “branded entertainment” or having a “brand” that could be commercially exploited to generate profits was confined to major corporate entertainment companies like studios and networks. Today, content creators and businesses with the next hot new project are defining and leveraging brands to maximize profits. This presentation will address deal-making with businesses and multi-hyphenate celebrities who are co-branding products and services, leveraging their brands, and getting ownership, not just profits, in business ventures.