Taraji P. Henson On ‘Empire’ S2

25 Aug 2015 | Author: | No comments yet »

‘Empire’ Scoop: Pepsi, Lincoln to Sponsor Season 2.

The soft drink manufacturer has signed on as an official sponsor of the second season of “Empire,” the Fox Broadcasting hit about a family music business starring Terrance Howard as mogul Lucious Lyon and Taraji P.

Henson, who plays the character, had some influence in bringing him onboard. “I remember Lee [Daniels, ‘Empire’s’ co-creator] calling me saying, ‘What about Adam Rodriguez?’ And I was like, ‘Hire him. As part of the sponsorship, Empire will continue to integrate in-show brand placement, sponsorship of the series’ Season Two premiere event and more. “Lincoln has had a longstanding strong relationship with Fox, and we are delighted to be partnering with Empire for a second season in a row. Deals such as these are becoming more commonplace as advertisers look to find new ways to reach viewers that may be skipping commercials with their digital video recorders. For producers and networks, the agreements create another source of revenue at a time when the traditional advertising model is becoming more challenged. At the same time, the placements have to resonate or it won’t be worth the advertiser’s dime. “Empire” premiered last January on Fox and was an instant hit.

We’ve already worked together,” Taraji told Access Hollywood’s Liz Hernandez on the “Empire” set over the weekend, referring to her film with Adam, “I Can Do Bad All By Myself.” On “Empire,” Cookie is a larger than life character with a wild style. The show averaged over 17 million viewers in its first season and was the No. 1 new show among adults 18-49. “Empire” is also finding new viewers on Hulu and video-on-demand. While some of the character’s early outfits came out of Taraji’s own closet, Season 2 has seen designers reaching out to help outfit her character. “We have [the] Moschino 2016 line already, like straight from Italy.

During the finale of the first season of Empire, we saw the Lyon family gather for the big IPO, but it wasn’t long after that Agent Carter stormed in and the FBI dragged Lucious off to the slammer. Now I’m a fashion icon.” There has been a huge response to Taraji’s character since the show debuted, and fans often come up to her with praise about seeing a woman like Cookie on television. “I have a lot of women come up to me and say, ‘God, thank you so much for Cookie. You have given women a voice.’ Like who thought Cookie, this crazy woman who went to jail for 17 years and beat her son with a broom, and called one of her gay sons — she dropped the f-bomb — like who thought she would be a hero?

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