Accolades | January 6, 2026
Variety Recognizes Top Dealmakers in Showbiz
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Variety, the leading entertainment trade publication, has named Kevin Masuda, Benyamin Ross, Steve Tsoneff, and Sarah Graham to its annual Dealmakers list for 2025. This recognition comes after a year described by Variety as “a landmark in the annals of showbiz dealmaking.” The publication highlighted the partners’ involvement in several meaningful transactions throughout the year.
Key Deals Highlighted by Variety
The Dealmakers list specifically acknowledged the team’s work on deals involving prominent companies including The SpringHill company, Lobos 1707, Global Music Rights, The Azoff Company, and Paramount. These transactions represent a diverse range of activity within the entertainment industry, showcasing the breadth of the partners’ expertise.
The Power of Celebrity Endorsements in a Changing Media Landscape
Speaking to the evolving strategies for brand partnerships, Kevin Masuda emphasized the increasing importance of social media. “If people aren’t watching advertisements on television and you’re getting limited [exposure] on YouTube, there’s no better way to go than social media,” Masuda stated. he further explained that leveraging celebrity influence – whether through product placement or direct endorsements – can have a considerable impact on brand visibility and consumer engagement.
About Variety
Variety has been a cornerstone of the entertainment industry for over a century, providing news, analysis, and insights into film, television, music, and digital media. Founded in 1905, the publication is widely respected for its coverage of the business side of entertainment and its annual lists recognizing industry leaders, including the Dealmakers list. Variety also produces the popular “Actors on Actors” series, a co-production with PBS SoCal, which has received multiple Emmy Awards.
Key Takeaways
- Kevin Masuda, Benyamin Ross, Steve Tsoneff, and Sarah Graham were named to Variety‘s 2025 Dealmakers list.
- The recognition highlights a year of significant dealmaking in the entertainment industry.
- Celebrity endorsements on social media are increasingly valuable for brands.
- Variety remains a leading source of news and analysis for the entertainment industry.
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