Could music mogul Tommy Mottola be referring to his ex-wife, Mariah Carey, or Jennifer Lopez when he says how some endorsement deals ended in disaster?

Speaking at an Adweek panel about pop culture moderated by Platinum Rye Entertainment’s Ryan Schinman, former Sony chairman and CEO Mottola said, “Some bad experiences have occurred over the years, with female singer divas, ballplayer divas or those with the wrong entourages. We’ve all been through those bad management deals that turned into nightmares. To some extent they’ve tainted us and the industry.”

He said using celebs to promote brands is a difficult science. “Until recently superstars didn’t want to touch celebrity endorsements,” Now, he said, only a few A-listers such as Bruce Springsteen refuse such lucrative deals.