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The specter of failure hangs heavily over the Duke and Duchess of Sussex as they enter what some are calling their "flop era." Once one of the most famous couples in the world, Harry and Meghan now find themselves embroiled in controversy at every turn. Their fledgling production deals with Netflix and Spotify have yielded little of substance, and their attempts to establish themselves as global celebrities separate from the British royal family seem to be floundering.
Even Meghan's forays into more commercial ventures like her lifestyle brand or homemade jam seem desperate attempts to stay relevant. With her cooking show for Netflix now in the works, it remains to be seen if she can leverage what's left of her fame into a successful career in a very competitive space. However, in the oversaturated wellness and cooking categories, it's hard to say if her celebrity alone can sustain a brand or media projects in the long run. Much will depend on the actual quality and popularity of the content she produces.
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The latest imbroglio surrounds Harry accepting a high-profile award for his work on the Invictus Games, a sports competition he founded for wounded veterans. The decision to honor Harry himself rather than the organization is puzzling many and attracting a strong backlash. Sports organizations and the mother of a 9/11 victim are among those questioning whether the controversial royal deserves such an accolade. With over 70,000 signatures on a petition asking ESPN to rethink awarding Harry, this scandal threatens to further dent his already shaky public image.
So how might Harry and Meghan begin to turn things around as their current trajectory appears to be heading steadily downhill? Their best strategy would be focusing publicity and credit on the actual heroes involved in causes like the Invictus Games, rather than constantly steering attention back to themselves. If Harry accepted the ESPN award but used the platform to honor exemplary veterans instead of making a speech about his own involvement, it could go a long way in improving his image during this controversary. A little humility and an willingness to share the spotlight with others may serve to make the couple seem less self-serving.
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At the same time, they would be wise to ramp up creation of real content for their Netflix and Spotify deals that has wide appeal rather than coming across as mainly preaching to the woke convert choir. Producing shows and podcasts that entertain and inform a broad audience would help justify their lucrative contracts and maintain public interest. So far they have failed to deliver any real hits in this arena. Meghan's cooking show, if executed well, presents an opportunity to begin gaining traction in this area.
However, none of this may be enough to pull them completely out of their flop era, or prevent future missteps from derailing their comeback attempts. Their brand seems to have taken an irreparable hit from frequent miscalculations, exaggerated self-promotion, and an inability to stay out of needless quarrels. As celebrities who rose to fame on the back of their royal connections, going fully independent was always going to be a precarious transition. Thus far, they have fumbled it badly through poor strategy and judgment.
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At some point, they may need to reconsider whether constant media exposure and attempting to be global celebrities is sustainable or healthy for their family long-term. A gradual stepping back from public life could allow their status to recover from its current nadir. But given Harry and Meghan's obvious addiction to attention and past failures at managing their image, it's difficult to believe they are capable of such discretion. Their instincts will likely continue propelling them toward more contentious headline-grabbing spectacles versus building longevity through consistent quality work.
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In the end, even with better branding and PR moves, the royals-turned-stars may have permanently damaged their once golden reputation through overexposure of their brand. Their flop era may have only just begun as future efforts at remaining in the spotlight seem poised to end in further misfires. The challenge of spinning fame into lasting success stories is one very few can surmount - and these expatriate royals appear ill-equipped to defeat the fame monster that consumed their early potential. Unless a dramatic change of course occurs, their decline into has-been status may be irreversible.
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