​Once again, ABC’s reality competition Dancing with the Stars has recruited a list of, er, celebrities looking for fame, recognition or just general awareness that they’re still around.

Most have their own reasons to join the show, promoting new TV projects, a book or seeking athletic endorsements - and most of the time, it works out. The show has largely delivered on that promise, helping the stars to promote themselves as they promote the show.

So before season 21 kicks off Sept. 14, let’s see what each dancing star has to offer this year.

The TV personalities:

The list of TV personalities is topped off with Steve Irwin’s daughter, Bindi Irwin, the 17-year-old Australian actress and conservationist who has her own series of wildlife TV series including Bindi: The Jungle Girl. Her brand has only been growing lately, but a stint on Dancing with the Stars to endear her to the rest of the world certainly couldn’t hurt.

Tamar Braxton, Toni Braxton’s sister and Grammy-nominated performer, also stars on Warner Bros.’ daytime syndicated talker, The Real, and a reality show with her siblings, Braxton Family Values, on WE tv. Her third album will be released this month, so a few dances on ABC may help her keep up those sales and encourage curious viewers to tune in to her WE tv show.

Then there’s Real Housewife Kim Zolciak Biermann, who also has her own spinoff show Don’t Be Tardy for the Wedding, now airing its fourth season on Bravo, targeted conveniently at a similar audience that watches Dancing with the Stars.

Lastly, Paula Deen is joining the cast, presumably to put the shine back on her tarnished image.

The athlete:

Victor Espinoza is the sole athlete this year, a list that usually takes up roughly half of the cast. But the jockey just earned the Triple Crown this year with American Pharoah, which could help future endorsements, not to mention give more awareness to his sport on national TV.

The musicians:

Backstreet Boys’ Nick Carter may easily slip into the role of the other singers’ mentor this year, because 31-year-old Andy Grammer and 15-year-old Hayes Grier are also joining the cast as teen heartthrobs/singers/social media superstars.

According to ABC’s announcement, the Grammy-winning performer Chaka Khan is “currently at work on a series of mixed media visual works with a planned gallery exhibition in 2016,” as well as a new album planned for this year. An appearance on broadcast television couldn’t hurt getting the word out about them both.

And for a fun twist, season 21 of Dancing with the Stars will star a married couple competing against one another. Big Time Rush’s Carlos Penavega and wife Alexa Penavega, known for her role in Spy Kids, are both expanding their careers to include Broadway, TV and solo albums.

Just because:

Army National Guard Specialist Alek Skarlatos has made the news recently because of his heroic acts aboard a Belgian train. Perhaps his personal brand couldn’t get any better, but he’s considering dancing as career fall-back should hero not pan out.

Gary Busey announced his Dancing with the Stars appearance on Jimmy Kimmel Live! Tuesday night, in true Gary Busey fashion: with a glittery costume on a white horse. He may not have any new projects to promote, but anything with Busey involved is bound to be a good time.

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