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Cardi B explica sua estratégia com OnlyFans e contratos de marca

Em 2020, Cardi B descreveu o OnlyFans como um canal seletivo para bastidores e conversas com fãs, e defendeu avaliar melhor o valor de sua audiência em contratos de marca.
From TheFinanceBase Team3 min to read
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Em 2020, Cardi B apresentou o OnlyFans como um canal pago e seletivo para falar diretamente com fãs e compartilhar bastidores e aspectos da vida cotidiana — não como uma promessa de publicar nudez. Na mesma época, explicou que estava repensando contratos de marca: queria avaliar melhor o valor que sua audiência gerava e reforçar a revisão dos acordos antes de assiná-los.

Por que Cardi B escolheu o OnlyFans

Em entrevista à i-D publicada em 13 de agosto de 2020, Cardi B disse que queria um aplicativo em que pudesse falar “only and specifically to my fans” — apenas e especificamente com seus fãs. Ela afirmou que evitava algumas conversas em redes abertas porque opiniões podiam ser distorcidas ou ampliadas por blogs. O canal pago lhe parecia uma forma de se dirigir a um público que havia escolhido acompanhá-la, em vez de falar para uma audiência ampla e indiscriminada. i-D, 13 de agosto de 2020.

Essa era a justificativa declarada por Cardi B para escolher um espaço mais seletivo e controlar melhor o contexto de suas falas. Não significa que uma plataforma paga garanta privacidade ou impeça que conteúdo seja compartilhado fora dela.

Que conteúdo ela anunciou — e o que disse que não publicaria

Em uma publicação de Instagram de 11 de agosto de 2020, reproduzida pelo Diario Libre, Cardi B anunciou bastidores do videoclipe de “WAP”, conteúdo do dia a dia e respostas a rumores. Ela descreveu o espaço como algo “só para mim e meus fãs” e disse que não publicaria nudez. O Diario Libre reproduziu o anúncio; o Los Angeles Times também relatou que ela planejava mostrar o processo por trás do clipe e compartilhar conteúdo pessoal.

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Portanto, o uso que ela anunciou era editorial e relacional: bastidores, rotina, conversas e resposta a rumores. A história ilustra que OnlyFans não é sinônimo de conteúdo adulto, embora a plataforma seja associada a esse tipo de conteúdo.

Como a lógica de audiência entrou na negociação de contratos

Em entrevista à Billboard relatada pela POPline em 2 de dezembro de 2020, Cardi B disse que estava aprendendo a avaliar melhor os negócios e a questionar o que recebia em troca de acordos de grande valor. Seu argumento era que a audiência de um artista pode gerar um retorno comercial muito superior ao pagamento oferecido: se uma pequena parcela dos seguidores comprar um produto, a marca pode obter um resultado expressivo. Ela resumiu sua posição dizendo: “Eu sei o valor que agrego a uma empresa e isso é uma coisa que os artistas precisam entender.” POPline, 2 de dezembro de 2020.

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A referência à parcela de seguidores e ao retorno três vezes maior foi um exemplo retórico atribuído à artista, não uma medição independente de conversões ou do desempenho de uma campanha específica. A entrevista registra a maneira como ela defendia seu valor em negociações; não comprova resultados de vendas.

Revisão de contratos

Cardi B também relatou que contratara uma pessoa experiente para organizar a contratação de outras pessoas encarregadas de revisar seus acordos. A matéria da POPline não detalha o processo jurídico, nem permite concluir que esse arranjo tenha sido aplicado a todos os seus contratos. A ideia prática por trás do relato é buscar apoio para entender obrigações e contrapartidas antes de fechar um negócio, em vez de avaliar a proposta apenas pelo valor nominal.

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O que se sabe sobre o pagamento e a assinatura

O valor que Cardi B recebeu pelo acordo de representação com OnlyFans não foi divulgado na matéria da POPline. Esse pagamento é diferente do preço que assinantes pagavam para acessar sua conta.

O Los Angeles Times informou que, em agosto de 2020, a assinatura passou de US$ 10 para US$ 4,99 por mês. Esses são valores históricos reportados naquele momento, não uma confirmação do preço atual da conta nem de que ela continue disponível nas mesmas condições.

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