Who is Sheeraz Hasan?

Sheeraz Hasan is a media strategist and the founder of Tinseltown TV and Hollywood.TV. His documented client work includes Kim Kardashian, Paris Hilton, Zendaya and Logan Paul. He now advises founders, brands and public figures from Dubai.

What was Sheeraz Hasan’s role in Millions of Milkshakes?

Sheeraz turned Millions of Milkshakes into a celebrity-driven media engine - bringing stars including Miley Cyrus, Kim Kardashian, Zendaya and Priyanka Chopra to create shakes, generating worldwide coverage, and exporting the format to Dubai, Kuwait and Bahrain.

What is the FAME Formula?

The FAME Formula is Sheeraz Hasan’s approach to building public recognition: define the position, create media moments, distribute them repeatedly, connect attention to a commercial objective and respond while attention is active. Millions of Milkshakes is its clearest commercial example.

Millions of Milkshakes: How a Shop Became a Media Event

Celebrity guests at Millions of Milkshakes

West Hollywood, 2009

A milkshake shop became a media event.

Celebrities made their own shake. Cameras covered the visit. Fans arrived at the counter.

Watch proof Read the story

At a glance

Millions of Milkshakes

Each celebrity visit became a launch.

Celebrity signature products gave fans something to buy, while Hollywood.TV coverage turned each store appearance into entertainment news.

Type: Celebrity-driven consumer business
Sheeraz's role: Builder and owner
Opened: West Hollywood, 2009
Business model: Celebrity products, filmed visits and fan footfall
Featured talent: Kim Kardashian, Miley Cyrus, Zendaya and more
Expansion: The model travelled from Hollywood into the Gulf

Watch · Miley Cyrus

The operating model, on camera

Miley Cyrus makes her signature shake on camera, gives the product her name and directs fans back to the shop—the complete mechanism working in one appearance.

Full filmFAME archiveFull Miley Cyrus story
The Miley Cyrus story
Miley Cyrus's visit became the breakthrough. She made the shake on camera, gave it her name and told fans where to get it.
Read how Sheeraz built the format

Founder interview · 2009

Sheeraz explains the model while the shop is operating.

On That Morning Show, Sheeraz explains how celebrity signature products, filmed visits and fan demand turned a West Hollywood counter into a repeatable media business.

Hollywood.TV cameras, West Hollywood

Hollywood.TV turned each visit into television.

Millions of Milkshakes occupied a small shop on Santa Monica Boulevard. The location mattered because Hollywood.TV already knew how to cover a celebrity arrival, prepare the footage and move it into the daily entertainment cycle.

The counter gave that camera network a permanent stage. A visit could begin on the pavement, continue through the shake-making and end with a finished product carrying the guest's name.

The shop did not have to wait for a red carpet. It could make one whenever the right person walked through the door.

Watch0:09
“This is becoming the new red carpet.”
Standing at the counter, the point of the shop is stated on camera: Millions of Milkshakes is becoming the new red carpet, because the stars come in here.
The shop's thesis — make a red carpet whenever the right person walks in — is stated at the counter, on camera.

Millions of Milkshakes counter prepared for a celebrity appearance — The counter became the set

Miley Cyrus, West Hollywood

Miley turned a shake into national news.

Sheeraz traces the first major breakthrough to Miley Cyrus. In his account, an act of trust with her management led to a simple request: if she ever had time, come to the shop and make a shake.

Miley puts on the apron, works through the ingredients and stays behind the counter while the camera records the whole process.

Watch00:22
Miley makes the shake
Miley puts on the apron, handles the ingredients and makes the shake behind the counter as the Hollywood.TV camera follows.
Miley does more than pose at the shop: she performs the product experience on camera, giving broadcasters a complete visual story and fans something they can repeat.

She is doing something ordinary. That is precisely why the scene works. Fans can copy it, order it and ask for it by name.

The named product

The visit became something people could order.

The appearance did not end when Miley left. Her name remained attached to a product people could request later.

That small detail separated the format from a standard photo call. The coverage pointed back to something available at the counter, while later guests could repeat the same named-product structure.

Entertainment Tonight · Nancy Grace · The Insider

Celebrity visits gave the shop national reach.

Entertainment Tonight, HLN's Nancy Grace and The Insider picked up visits because each one came with a recognisable face and a complete visual story. The programmes could show the arrival, the mixing and the reaction.

Watch00:20
The shop reaches national entertainment television
Entertainment Tonight, HLN's Nancy Grace and The Insider each broadcast footage from the shop.
Multiple national television programmes use footage from the shop, showing how one local appearance moved through the wider celebrity-news system.

The shop benefited twice. It appeared inside the coverage, then kept the named shake after the programme moved on to its next story.

Pamela Anderson · Zendaya · Priyanka Chopra

Each appearance created a product.

The format could change guests without changing its shape. Pamela Anderson made a vegan shake. Zendaya and Bella Thorne met fans in Dubai. Priyanka Chopra drew a crowd in West Hollywood.

Watch00:13
The signature-shake format repeats
Archived visits show the named-shake format repeating across different guests and audiences.
The same named-product format could be repeated with a new guest while still leading attention back to the counter.

Each person brought a different audience to the same counter. That made the shop easy to cover repeatedly without pretending every visit was the same story.

Watch02:09
Zendaya and Bella Thorne meet Dubai Mall
Zendaya and Bella Thorne bring the same fan-facing format to Dubai Mall. A shop activation becomes part of an international introduction.
Zendaya and Bella Thorne repeat the same fan-facing format in Dubai, showing that the activation could introduce talent and the venue to a new market at once.

Priyanka Chopra brought a new audience to the same format

Priyanka Chopra at Millions of Milkshakes in West Hollywood — Priyanka Chopra brought a new audience to the same format

Kim Kardashian on Dubai

Kim opened the Dubai chapter.

Kim Kardashian had already made a shake in Los Angeles. When the format moved to Dubai, she explained the connection herself: Sheeraz was opening another Millions of Milkshakes there, and she wanted to visit.

Watch00:30
Kim explains why she came to Dubai
"My friend Sheeraz was opening up another Millions of Milkshakes there, so I wanted to come." - Kim Kardashian
Kim Kardashian directly connects Sheeraz and the new Millions of Milkshakes location to her decision to visit Dubai.

The shop now gave the trip a public destination. Kim and Kris Jenner could meet press, launch the product and encounter the regional audience in one place.

Los Angeles had supplied the format. Dubai supplied a new market for it.

Kim Kardashian, Kuwait, 2012

The crowd reached the counter.

The Kuwait footage starts with the result. Fans line the route with phones raised while security opens a narrow path through the room.

Watch00:25
Fans fill the route before Kim reaches the shop
The Kuwait appearance begins with a packed public route. The online audience is suddenly visible in the room.
The Kuwait crowd makes the commercial outcome visible: media recognition became physical footfall before Kim even reached the shop.

Coverage created recognition. The crowd shows that people were willing to act on it and come to the shop.

The same format later appeared in Bahrain and Shanghai. The celebrity changed. The route from camera to counter stayed recognisable.

The signature archive

Miley. Kim. Zendaya. Priyanka.

The counter stayed the same. Each guest brought a different public into the story.

Miley Cyrus
The original behind-the-counter breakthrough

Miley Cyrus at Millions of Milkshakes — Miley Cyrus
The original behind-the-counter breakthrough

Kim Kardashian
Los Angeles recognition carried into the Gulf

Kim Kardashian at Millions of Milkshakes — Kim Kardashian
Los Angeles recognition carried into the Gulf

Zendaya
A young audience met the format in Dubai

Zendaya at Millions of Milkshakes — Zendaya
A young audience met the format in Dubai

Priyanka Chopra
A West Hollywood appearance reached US entertainment news

Priyanka Chopra at Millions of Milkshakes — Priyanka Chopra
A West Hollywood appearance reached US entertainment news

How the shop worked

Customers could buy the celebrity moment.

The visit gave the audience something they could see on television, ask for by name and buy in the same place.

01
The person
A guest creates a named product in a place built for cameras.
02
The story
The visit gives television and photographers a complete visual story.
03
The audience
Coverage introduces the shop and the signature shake to a larger audience.
04
The counter
Fans can visit the location and order the product they have just seen.

Contemporary coverage

The celebrity shake became a media formula.

Contemporary reporting captured the chain in motion: celebrity product, fan-facing appearance, press coverage and expansion from West Hollywood into the Gulf.

Explore Millions of Milkshakes in the print archive

The National article Milky concoctions to shake up region

The National23 Sep 2011

Hollywood.TV made the format repeatable

The business desk records the model in plain terms: celebrity visits created named shakes, publicity and a route into new markets across the Middle East.

Read

Ahlan article about Sheeraz Hasan, Kim Kardashian and the Arabic Shake

Ahlan!20 Jul 2011

Kim introduced the Dubai opening

Before the Dubai opening, Sheeraz explains how Kim's appearance would introduce the shop while helping her meet the region on the ground.

Read

OK Magazine article showing Cher Lloyd making a signature milkshake

OK! Magazine2 Aug 2012

Cher Lloyd served fans from behind the counter

Cher Lloyd serves fans from behind the counter, demonstrating how the same product-led appearance could be rebuilt around a different celebrity and audience.

Read

Gulf News article about Kim Kardashian's Dubai visit airing in the United States

Gulf News9 Jan 2012

Kim carried the Dubai opening onto American television

Months after the opening, Gulf News reported that the Dubai visit and Millions of Milkshakes appearance had reached US television through Kim's reality series.

Read

Sources

How the story unfolded.

The broadcasts and appearances that document the rise of Millions of Milkshakes.

The thesis, on camera

Source 01:07-01:15.3

Millions of Milkshakes Promotional Reel

The shop's thesis is stated at the counter on camera: Millions of Milkshakes is becoming the new red carpet.

Original footage

Source 07:10-07:32

Miley Cyrus Makes Her Shake at Millions of Milkshakes

Miley works through the shake-making process behind the counter in the original Hollywood.TV footage.

Direct endorsement

Source 03:55-04:08

Millions of Milkshakes Promotional Reel

Miley tells viewers to get the Miley Shake at Millions of Milkshakes.

Broadcast coverage

Source 01:56 · 02:56 · 03:16 · 03:36

Millions of Milkshakes Promotional Reel

Entertainment Tonight, The Insider and TMZ each covered celebrity visits to the shop.

Direct statement

Source 00:09.3-00:39

Kim Kardashian and Kris Jenner Talk About Dubai

Kim directly connects Sheeraz and the Dubai opening to her decision to make the trip.

Crowd record

Source 00:10-00:35

Kim Kardashian Causes Fan Frenzy at Millions of Milkshakes Kuwait

The Kuwait film opens on the crowd and follows the route into the shop.

View source

Questions