In a world where celebrity endorsements can topple marketing records and social media influencers hold the power to make or break consumer trends, Miami’s own Rhett Ullmann is helping chart a new course for the entire industry. Ullmann, Co-Founder and President of Billion Dollar Brands, has transformed his upbringing in the celebrity licensing world into a thriving business that empowers brands and high-profile personalities to unlock their full market potential. Thanks to his fresh approach—and the weight of a family legacy that reads like a who’s who of celebrity dealmaking—Ullmann is emerging as one of the most notable figures shaping the modern brand-development landscape.
Early Immersion in the Celebrity Business
Growing up in an affluent neighborhood might sound like a dream, but to Ullmann, it represented a tremendous responsibility: how to build something of enduring value for himself. “We weren’t just keeping up with the Joneses,” he recalls. “We were the Joneses.” His father orchestrated the largest celebrity licensing deal of all time at a staggering $3.5 billion, while his mother managed lucrative endorsements for top-tier rappers and TikTok influencers. For Ullmann, the daily reality of having celebrities casually answering the phone at his father’s office became a blueprint for a future in brand expansion.
From a young age, Ullmann felt the momentum of celebrity IP monetization. He launched his own brand at just 14 under the family’s portfolio and quickly saw success—activating partnerships with names like Mac Miller and Waka Flocka Flame, while even landing an Australian licensing deal. At 17, he decided that if he could do this for one brand, why not do it for many? That pivot to an agency model eventually drew him into running partnerships for the family firm—handing him a platform to work with a wide variety of brands, celebrities, and influencers. He’s tackled everything from talent coordination for Banksy-inspired campaigns to bridging deals with McLaren in the burgeoning Web3 sphere.
Building Billion Dollar Brands
That wealth of hands-on experience culminated in Billion Dollar Brands (BDB), an agency Rhett co-founded alongside his father, Bernt Ullmann. By infusing his family’s deep licensing acumen with his own passion for influencer marketing, Rhett set out to create a high-impact formula for personal and corporate brand development—what he calls the “Celeb In A Box” approach.
Through BDB, he offers a suite of services that extend beyond conventional brand management. Strategic Licensing identifies untapped opportunities to push a brand into new revenue streams through carefully selected partnerships. Celebrity Joint Ventures bring the power of famous names to these partnerships, aiming for authentic collaborations that resonate with diverse audiences. And New Product Development harnesses market insights to craft products that expand a brand’s footprint far beyond its original scope.
“Licensing and JVs allow you to think bigger and achieve more leverage,” he says, reflecting on what fuels his excitement for the space. “The deals are often larger than standard endorsement agreements, and that creates a whole new level of possibility.”
Turning Influence into Real Equity
On top of BDB’s success, Ullmann also runs Ullmann Miami, a personal agency that helps talents monetize and grow their personal brands. Building on the synergy between the two agencies, Ullmann’s goal is to reshape how celebrities and everyday influencers expand their reach. That ambition has already garnered high-profile attention: in 2021, he was named one of the Top 100 Influencer Marketers at the Marketing, Advertising, & Retail Summit, and in 2024, he earned a place on NY Weekly’s Top 40 Under 40 list.
Looking to the future, Ullmann and his team remain bullish on personal branding—an area they see as ripe for innovation. The “Creator Economy,” as he calls it, offers influencers and rising personalities unprecedented opportunities. His agencies aim to guide these talents toward licensing and new product verticals, effectively turning cultural cachet into tangible business equity.
The Miami Hub for Ambitious Creators
Operating out of Brickell, Miami, Ullmann has found the perfect environment to foster creative brand collaborations. Known for its blend of cosmopolitan flair and vibrant entrepreneurial scene, Miami provides a backdrop where celebrity-based ventures and influencer marketing can thrive. With a global network of partnerships and a portfolio that already spans diverse industries, Ullmann is positioning his agencies to attract top talent from across the world.For more on Rhett Ullmann or to explore potential collaborations, visit www.ullmannmiami.com, check out his Instagram at @sirrhett, or find him on LinkedIn. One thing’s for certain: whether he’s closing major partnerships or advising the next wave of influencers, Ullmann is relentlessly focused on building the kind of generational success that, much like his father’s record-setting deals, will leave a lasting mark on the world of brand development.
Written in partnership with Tom White
