This Santa has a rap video, a beard insured by Lloyds of London and a long list of Hollywood celebrity clients. The story of Brady White–a.k.a. “Santa to the Stars©” (pictured)–never gets old and thus is part of a look at seven different North Pole specialists by CNN religion reporter Jessica Ravitz.

White has copyrighted the term “Santa to the Stars” and generally insists that journalists and others make sure to append all print mentions with a ©. It’s a long way from where this guy found himself in the 1970s:

White first entered the Santa game about three decades ago out of desperation. He was an unemployed actor in Los Angeles and nine months behind in his rent when he took a job as a mall Santa in Beverly Hills. That season the Los Angeles Times and the Los Angeles Herald Examiner polled children to find the best Santa around. Guess who won?…

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