The term was popularised following a 2023 Twitter post in reference actress Maude Apatow, the daughter of Judd Apatow and Leslie Mann.
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| Maude Apatow |
This can be a contentious label where the 'nepo baby' clearly has talent in their own right: Sofia Copolla (daughter of Francis) and Miley Cyrus (daughter of Billy Ray) or indeed Maude Apatow being examples.
But family connections are an important advantage, particularly in the creative industries. Some celebrities embrace the term; Hailey Bieber of the Baldwin family has made public appearances wearing a "nepo baby" t shirt.
Others, like Brooklyn Beckham and Hopper Penn have expressed frustration and resentment at not being judged on their own merits.
New media
Arguably open access to social media has meant that it is now easier to bypass barriers to success in certain fields. Romantasy fiction, for example, has allowed a limited writers to connect directly to readers, without necessarily benefiting from good connections with the publishing industry.
That said, a famous parent rarely restricts either sales or opportunities.
From the cradle
Some social media 'influencers' have brands built on the idea that they offer open access to their lives. Rather than walling off 'private matters' they appear to invite their followers to share previously taboo areas for mainstream celebrities.
This upturns prior conventions - like keeping young children out of the public eye. In some cases this process in the pre-natal period with publicity seeking public 'gender reveals' and naming announcements.