Talking to Amber Rose About MuvaMoji and the Importance of Sexting at Least Once Per Day
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There are three golden rules to a healthy relationship: first, try to not be a piece of shit to your significant other; second, communicate; and third, according to Amber Rose, have one sexually explicit conversation a day. You know, to keep the libido flowing. Rose thinks she can help with that last part, and she’s doing it with her MuvaMoji app.
Apps—namely, games and emoji collections—are becoming increasingly popular as a sideline revenue stream for celebrities, an alternative to endorsement deals with every company from FitTea to waist trainers, protein shakes, and those teeth whiteners that Meek Mill loves. And they bring in serious money: MuvaMoji, which launched on March 30 in partnership with Moji on Apple and Google Play, reportedly made $2 million on the first day of its launch; Rose won’t speak on finances, but if the rumors are true, she’s racked in over $4 million on signing and first week sales.
Over the last year, Rose has been expanding her reach. She launched her very own SlutWalk event in Los Angeles last October, which she plans to hold in Brooklyn and LA again later this year. She has her own apparel and sunglass line and residences at clubs across the country, But MuvaMojis distill the essence of Amber Rose more clearly than ever: you can choose between a GIF of her twerking on a stripper pole or twerking outside of her custom pink Jeep; there’s a simple “HOE.” or “THOT” text, pink hoverboards, a Patron bottle, a blunt, and a whopping 13 different eggplant emojis to convey to your girls just how bad that dude’s dick game was.
There’s an entire section dedicated to the LGBT community—including men holding hands in rainbow speedos and some dedicated to dressing in drag—as well as just about every sexually explicit emoji your heart desires. There’s an ass play emoji: there’s KY Jelly, whips, and even one specifically dedicated to your sugar daddy. It’s a perfect, and perfectly inevitable, expansion of her brand.
And given her candid nature (especially compared to other celebrities), Rose is an ideal person to talk to about creative brand expansions. So we hopped on the phone with her as she made her way to her monthly residency at Harrod’s Resort in Atlantic City to talk about the app’s first week success, what to expect from SlutWalk2016, and how to execute a perfect sext with MuvaMoji.
What made you decide to get into the celebrity app game?
I’ve been working on it for six months now, I just thought it was really cool. In the midst of working on it, Kim [Kardashian] came out with hers and I was like, “Shit. I’m not going to stop working on mine now.” I’m doing this for my fans, basically. There’s only so many things you can do in the world—I’m not like Bill Gates where I’m going to create something brand new that nobody knows about. All I can continue to do is do things for me and my fan. I don’t think there should be comparisons. There’s quite a few rappers who have emojis and no one compares them, they always just do it to women because they want a feud. But I wanted this to be very appropriate for my life and I put in a lot of cool emojis and everyone seems to really love it.
The celeb app economy has become pretty fascinating—was this your idea or did a team bring it your way?
We partnered with Moji—someone approached my team about it. They come to you and they say, “Hey, is this something you’re interested in? Is this something you’d want to do?” Then you start the creative process: you’re bringing on another job, and you figure out how you want it. I thought the cartoonish version of my emoji was way cooler [than the original emojis out there] so that’s the one that I went with. I just thought it was cute and so I started the creative process and now we’ve got 900 emojis.
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