Call this "branding gone bezerk."

Anthony Bourdain will have his own imprint of books, to be published in 2013 by Ecco books. Yes, the celebrity bad boy will have his name on other authors' works (theirs will appear, too, of course), with the logo stating "An Anthony Bourdain book." We assume the authors will be telling their stories in the blunt manner that Bourdain made popular in his books, from the first, "Kitchen Confidential,"  to the more recent "Medium Raw,"  Bourdain is the host of the Travel Channel's "No Reservations" and "The Layover," where his choice of language is often bleeped for TV.


In a press release from Ecco, Bourdain states, "This will be a line of books for people with strong voices who are GOOD at something -- who speak with authority. Discern nothing from this initial list -- other than a general affection for people who cook food and like food. The ability to kick people in the head is just as compelling to us -- as long as that's coupled with an ability to vividly describe the experience. We are just as intent on crossing genres as we are enthusiastic about our first three authors. It only gets weirder from here."


The first three in Bourdain's line of books:

* "Spaghetti Junction," by Roy Choi, chef and co-founder of the Kogi BBQ food trucks in Los Angeles. The memoir with recipes is about street food in Los Angeles.

 * "Prophets of Smoked Meat," by  Daniel Vaughn, a tour of classic Texas barbecue spots, with recipes.

 * "Fight Shark," by Mark Miller, a kickboxing champion whose memoir tells the story of his personal and professional battles. (Bourdain's wife, Ottavia Busia Bourdain, is a student of kickboxing.)

What's next in the branding of food celebrities? Can we expect a line of Bourdain T-shirts or his own anger-management program? Or perhaps a cruise with the bad boy himself?

Stay tuned.



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