Rihanna has been making moves like a G. (in silence like lasagna to quote Lil Wayne). The pop princess has quietly founded a beauty and stylist agency called Fr8me. with Managing Partner Benoit Demouy, formerly of the agency Tracey Mattingly. The Los Angeles-based firm assists artists in booking commercials, editorial shoots, ad campaigns and red-carpet gigs. “Hair, makeup and styling play an important role in creativity,” Rihanna, 27, tells The Hollywood Reporter. “I am very involved with that part of my process, so this agency was an organic thing for me to do.”
The stellar talent already on board includes Rihanna’s longtime makeup artist Mylah Morales, Taraji P. Henson’s wardrobe stylist Jason Bolden and hairstylists Patricia Morales (Fergie) and Marcia Hamilton (Jada Pinkett Smith and the Smith family). “We are lucky enough to have some of the best artists at Fr8me,” adds Rihanna, “but I also have a soft spot for finding new talent with extraordinary skills!” The creative expansion doesn’t end there: In conjunction with Fr8me, Rihanna has started the photo agency A Dog Ate My Homework, which represents shooters Erik Asla and Deborah Anderson.
“Our goal is to have a stellar reputation,” says Demouy. “The industry’s changed so much — rates have gone down, and clients just grab images off social media, trying to bypass paying artists. But we’re concerned with social media, too — we’ll take a makeup artist with 500,000 followers over someone else.”
Word on the street is Rih’s camp has been scrambling to find a new release date for her forthcoming album “Anti,” for fear the force that is Adele will crush her numbers in sales and on the charts. But we’re pretty sure she’s not sweating it out in the meantime, what with these under the radar ventures in operation and all.