Why artists need a backup plan?

[WORLD] While the entertainment world often exudes glamour, the continuous influx of emerging talent has made it increasingly difficult for artistes to maintain their foothold in the spotlight. In response, many are turning to business ventures as a strategic fallback.

This trend of diversifying income streams is not unique to Malaysia. Globally, celebrities have long explored alternative revenue sources—ranging from entrepreneurship to fashion and tech—to secure their financial stability. Hollywood figures such as Jessica Alba, with her eco-friendly brand The Honest Company, and Rihanna, through her successful Fenty Beauty line, exemplify how artistes are expanding beyond their original fields to build lasting empires. These efforts underline a global shift driven by the inherent volatility of the entertainment industry.

One prominent example closer to home is veteran actor and entrepreneur Rosyam Nor, who views acting as an unstable long-term career due to its dependence on role availability and age-related limitations.

“Artistes need a backup plan. Just like people upgrade to newer cars, audiences also gravitate toward fresh faces. As time passes, demand for older artistes declines,” he said in a recent interview with Bernama.

Industry observers note that the rise of digital platforms and social media has intensified the need for adaptability. With shorter attention spans and ever-evolving trends, even seasoned stars must reinvent themselves or risk fading from relevance. Platforms such as YouTube, Instagram, and TikTok now serve dual purposes: promoting content and generating direct income.

Rosyam, affectionately known as “Hero Malaya,” emphasized that the average shelf life of an artiste’s popularity spans roughly a decade. To sustain relevance, he said, artistes must plan strategically and make the most of available technologies to diversify their income.

“The current generation of artistes is more educated and tech-savvy than during my early days. They’ve embraced the digital space and understand how to monetize their online presence,” he noted.

This evolving mindset is evident in the ventures of younger local celebrities like Namewee and Siti Nurhaliza. Namewee’s multimedia production company and Siti’s successful beauty and fashion brands demonstrate how Malaysian artistes are leveraging their fame to build sustainable businesses. Their success stories serve as blueprints for emerging talents aiming to merge creativity with entrepreneurship.

“Being in the public eye can serve as a powerful personal brand that supports your business. These days, you don’t even need a physical store—an online presence alone can drive revenue. For example, a single TikTok Live session can bring in up to RM10,000,” Rosyam added.

Singer and entrepreneur Shiha Zikir echoed these sentiments, stressing the importance of financial planning given the entertainment industry’s unpredictable nature.

“Sometimes, work is plentiful; other times, it’s scarce. That’s why every artiste needs a financial cushion,” she said. Shiha turned her interest in food into a viable business by opening a restaurant in 2016.

“When people ask if I’m afraid it might fail, I tell them that growth involves risk and courage. It’s important to explore passions beyond your main source of income,” she said, noting that business ownership also allows her to give back to the community.

Financial analysts agree. According to a 2023 report by Kenanga Investors, Malaysian artistes who invest in assets like property, stocks, or small businesses face far less financial volatility than those who depend solely on entertainment work. This mirrors global findings that long-term financial security for public figures often stems from smart investments rather than fame alone.

As the industry continues to evolve, it’s clear that today’s artistes must be more than just performers—they must be strategists, entrepreneurs, and innovators prepared to thrive beyond the limelight.