“With DJ being such a natural, he just feels good behind the camera and making people happy and that smile,” Caldwell said. “So with DJ and all these deals coming in, it’s been actually a joy to do more so than most people would think it’d be hectic, but it’s not. It’s more of a joy.”
Burns has inked agreements with adidas, Barstool Sports, CVS Pharmacy, Daps, Manscaped, Raising Cane’s and Intuit TurboTax. Caldwell did not disclose a specific number but told On3 that in the last three weeks, Burns has made well over six figures in endorsement dollars yet under $500,000.