Client Portal
For a long time, the peak of success for any actor or athlete was landing a major endorsement deal. We have all seen the commercials where a famous face holds up a product, smiles for the camera, and walks away with a massive paycheck. This exchange was simple: the brand bought the celebrity’s fame, and the celebrity rented out their image for a few months. However, Michael B. Jordan has spent the last few years quietly dismantling this old way of doing business. Through his agency, Obsidianworks, he has shown that the real power doesn’t come from being the face of a brand, but from owning the company that builds the brand itself.
Obsidianworks, co-founded with Chad Easterling, recently made headlines by going fully independent in 2025. By buying out their minority partner, 160over90, Jordan and Easterling took total control of their creative engine. This agency isn’t just a small side project; it is a serious player in the marketing world, handling massive cultural moments like Instagram’s Met Gala presence and Nike’s activations during NBA All-Star Weekend. Even luxury brands like Spanx have turned to them for high-stakes events like their 25th anniversary at Art Basel. This move signals a massive shift in how public figures view their long-term value.
In Orlando, a city known for its massive entertainment footprint and a growing community of creators, this shift feels incredibly relevant. People often associate Orlando only with theme parks and tourism, but the city is home to a vast network of digital creators, athletes, and independent artists who are looking for ways to make their mark. The lesson from Obsidianworks is clear: if you want to build something that lasts, you have to stop trading your time for a one-time fee and start building your own infrastructure. It is the difference between being a guest at the party and owning the venue.
The Realities of the Modern Attention Economy
The traditional celebrity business model was built on the idea that fame is a finite resource. You make as much money as you can while you are young and popular, and then you retire on those earnings. But the digital age has changed the rules. Attention is more fragmented than ever, and audiences are much smarter about when they are being “sold” something. A generic commercial often falls flat because it lacks a genuine connection to the person on screen. This is where the Obsidianworks approach changes the game. Because they are “culture-powered,” they understand the nuances of what people actually care about.
By owning the creative agency, Michael B. Jordan ensures that every project he touches is handled with a level of authenticity that a traditional corporate agency might miss. When Nike or the NBA works with Obsidianworks, they aren’t just getting an actor’s approval; they are getting a strategic partner who understands the pulse of the audience. This creates a much more sustainable business model. While an acting career might have its ups and downs, a creative agency that consistently delivers results for global brands is an asset that grows in value over time regardless of who is currently topping the box office charts.
Orlando’s local economy is seeing a similar evolution. From the tech startups in Lake Nona to the creative studios in the Milk District, there is a growing realization that owning the “machine” is the only way to achieve true independence. Local influencers and business owners are beginning to see that their personal brand is just the entry point. The real work happens when you build systems—like media production houses or consulting firms—that can operate even when you aren’t the one standing in front of the lens.
Shifting from Endorsements to Scalable Platforms
One of the most interesting developments following the independence of Obsidianworks is Chad Easterling’s launch of a strategic advisory. This service is specifically designed to help high-profile talent move away from being a “face” and toward becoming a “platform.” This involves more than just picking better sponsors. It means creating media companies, setting up investment vehicles, and pursuing deals that offer equity instead of just cash. This is a complete overhaul of the talent-manager relationship.
For someone starting out in Orlando’s creative scene, the idea of a “scalable platform” might sound like corporate jargon, but it is actually a very simple concept. It means creating something that can grow without requiring more of your physical presence. If a filmmaker only makes money when they are on set, they aren’t scalable. But if that filmmaker owns a production company that employs five other directors, they have built a platform. Michael B. Jordan’s agency is the ultimate example of this. It uses his cultural influence as a spark, but the agency’s success is driven by its ability to execute professional-grade work for clients like Spanx and Instagram.
This shift requires a change in mindset. It forces talent to think like entrepreneurs rather than performers. They have to worry about things like hiring the right team, managing client expectations, and staying ahead of industry trends. It is more work, certainly, but the rewards are much higher. Instead of a 10% commission on a one-off deal, they are building a business that could eventually be worth hundreds of millions of dollars. We are seeing more and more athletes and artists in Central Florida take this path, investing in local real estate or launching their own product lines rather than just waiting for the next sponsorship offer.
Diversity and Representation as Business Strengths
A major part of the Obsidianworks story is the focus on culture. In the past, diversity in marketing was often treated as a checkbox or a PR requirement. For Jordan and Easterling, it is the core of their business strategy. They recognized that the traditional marketing world often failed to speak effectively to diverse audiences because the people making the decisions didn’t share those audiences’ lived experiences. By building an agency led by people of color, they created a competitive advantage that major brands were desperate to tap into.
The numbers back up why this matters. According to various industry reports, diverse consumers often drive the trends that eventually become mainstream. In the United States, the buying power of Black, Hispanic, and Asian American consumers has been growing at a rate significantly higher than the national average. Specifically, Hispanic buying power in states like Florida is a massive economic driver. An agency that understands these communities from the inside is naturally going to be more effective at creating campaigns that resonate.
Orlando is a perfect example of a city where cultural diversity isn’t just a statistic; it is the daily reality. With one of the fastest-growing Hispanic populations in the country and a vibrant mix of cultures from across the Caribbean and South America, the “one-size-fits-all” marketing approach is dead. Local businesses that want to succeed need to understand how to speak to these different groups with genuine respect and insight. Obsidianworks has set a high bar for what this looks like on a national level, proving that cultural fluency is one of the most valuable assets a modern business can possess.
Building the Machine in Your Own Backyard
You don’t have to be a Hollywood superstar to start applying these principles. The core of the “Jordan Model” is about identifying what you are uniquely good at and building a structure around it. For an Orlando-based creator, this might mean moving away from doing “shout-outs” for brands and instead launching a specialized agency that helps those brands reach a specific niche. It is about moving from being a service provider to being a strategic partner.
The move toward independence is also a reaction to the limitations of the “gatekeeper” era. Historically, if you wanted to reach a large audience, you had to go through a studio, a record label, or a massive advertising firm. Today, the tools of production are more accessible than ever. You can build a high-quality media company from an office in Downtown Orlando or a home studio in Winter Park. The barrier to entry isn’t the technology; it is the willingness to take the risk of ownership.
Independence brings its own set of challenges, though. When Michael B. Jordan bought out his partner, he took on 100% of the responsibility for the agency’s future. There is no corporate safety net to fall back on if a major client leaves. However, this pressure often leads to better work. When your own name and capital are on the line, you are more likely to push for excellence and innovation. This is the grit that defines successful entrepreneurs in any industry, and it is a quality that the Orlando business community has in spades.
The Importance of Strategic Partnerships
While the goal is independence, no one builds a “brand machine” entirely alone. The partnership between Michael B. Jordan and Chad Easterling is a great example of how different skill sets can complement each other. Jordan brings the vision, the cultural access, and the high-level relationships. Easterling brings the operational expertise, the strategic planning, and the ability to turn a creative idea into a profitable business model. This balance is what allowed Obsidianworks to scale as quickly as it did.
Many people make the mistake of trying to do everything themselves. They want to be the creative lead, the accountant, the salesperson, and the social media manager. This is a recipe for burnout, not growth. The real key to building a scalable business is finding partners who can handle the areas where you are weak. If you are an artist in Orlando, your best move might be finding a business-minded partner who can handle the contracts and client management while you focus on the work. This allows the business to grow much faster than if you were working in a vacuum.
Strategic partnerships also extend to the clients you choose to work with. Obsidianworks didn’t just take any job that came their way. They focused on high-visibility, culturally significant projects that would build their reputation. By working with brands like Nike and Instagram, they positioned themselves as the go-to agency for the biggest stages in the world. For a local business, this means being selective. It’s better to have three clients who truly value your work and help you grow than ten clients who view you as a cheap, replaceable vendor.
Economic Shifts in the Talent Industry
The traditional way that talent was compensated is being disrupted. For a long time, the “talent” was seen as an expense for a brand—a cost of doing business. But in the new model, the talent is an investor. This is a fundamental change in the economic structure of the entertainment and marketing industries. When a celebrity takes equity in a company, they are betting on themselves. They are saying, “I believe my involvement will make this company so much more valuable that I’d rather have a piece of the future profits than a check today.”
This approach has a massive upside. If the company is sold or goes public, that equity could be worth ten or twenty times what a traditional fee would have been. We have seen this happen with beverage brands, clothing lines, and tech startups. It is the path to “generational wealth,” a term often used in the Black community to describe building assets that can be passed down to children and grandchildren. By building Obsidianworks, Michael B. Jordan isn’t just making money for himself; he is building an institution that has value beyond his own lifetime.
In Orlando, this long-term thinking is starting to take hold. We are seeing more local entrepreneurs focus on building businesses with the intent to sell them or pass them on, rather than just using them as a source of immediate income. This shift toward “asset-building” is a sign of a maturing economy. It shows that the local community is moving past the “hustle” phase and into the “legacy” phase. The inspiration provided by figures like Jordan helps normalize this ambition and provides a practical roadmap for how to achieve it.
The End of the “Face Only” Era
We are witnessing the slow death of the passive celebrity. The public is no longer interested in seeing someone stand next to a product they clearly don’t use or understand. Consumers want to know that the people they follow are actually involved in the things they promote. This is why “creator-led” brands are consistently outperforming traditional corporate brands in terms of engagement and growth. When Michael B. Jordan talks about a campaign his agency created, there is a level of pride and detail that you just don’t get from someone who was hired for a day of shooting.
This demand for involvement is a huge opportunity for anyone with an audience. Whether you have 1,000 followers or 1 million, your value isn’t just in your reach; it’s in your perspective. If you can help a business solve a problem or reach a new audience in a way that feels real, you have more power than you realize. The key is to stop asking for permission to be involved and to start building the structures that make your involvement indispensable.
The Orlando creative scene is uniquely positioned to take advantage of this. The city has a high density of talented people who are used to working in collaborative, high-pressure environments. From the world-class production crews at Universal and Disney to the independent filmmakers and designers working throughout the city, there is a wealth of untapped potential. By shifting the focus toward ownership and agency, these individuals can turn Orlando into a powerhouse of creator-led business.
Adapting to a Culture-First World
Obsidianworks calls itself a “culture-powered” agency because they know that culture is the most powerful force in the market. It’s what determines what music people listen to, what clothes they wear, and what apps they use. If you aren’t plugged into the culture, your marketing will always feel like it’s lagging behind. But culture moves fast. What was popular six months ago might be forgotten today. This is why staying independent is so important for an agency like this; it allows them to pivot quickly as the cultural conversation shifts.
Staying “plugged in” isn’t about following every trend on social media. It’s about understanding the underlying values and motivations of different groups of people. It’s about knowing why certain moments resonate and others don’t. For Michael B. Jordan, this comes naturally because he is an active participant in the culture he is marketing to. He isn’t observing from a distance; he is in the middle of it. This gives him an “ear to the ground” that no amount of market research can replicate.
For businesses in Central Florida, this means spending more time listening to the local community. It means showing up at local events, supporting local artists, and understanding the specific vibes of neighborhoods like Thornton Park or Ivanhoe Village. You can’t fake cultural fluency. You have to earn it by being present and engaged. Once you have that understanding, you can use it to build brands that don’t just sell products, but actually add something meaningful to the lives of the people who use them.
The Role of Strategic Advisories
As more people try to follow this path, the role of strategic advisories like the one launched by Chad Easterling will become more important. Transitioning from a talent to a business owner is difficult. There are legal hurdles, financial risks, and management challenges that most creative people aren’t trained to handle. An advisory acts as a guide, helping talent avoid common mistakes and navigate the complex world of business deals and equity negotiations.
This highlights a broader trend: the professionalization of the creator economy. We are moving away from the “wild west” era where deals were made on a whim. Today, things are more structured, more data-driven, and more focused on long-term sustainability. This is a good thing for everyone involved. It means more security for the talent and more reliable results for the brands. It also creates a whole new category of jobs for people who can bridge the gap between the creative world and the business world.
In Orlando, we are seeing a rise in these “hybrid” professionals—people who understand both the creative process and the bottom line. These are the people who will help build the next generation of Orlando-based media and marketing powerhouses. By providing the strategic backbone for creative visionaries, they are making it possible for the city to compete with traditional hubs like New York or Los Angeles.
Looking Toward the Future of Creative Work
The story of Obsidianworks is more than just a business success story; it is a glimpse into the future of work for everyone in the creative industry. It suggests a world where the lines between creator and owner are permanently blurred. In this future, the most successful people will be those who can not only produce great content but also build the systems that distribute and monetize that content. It is a world that values independence, authenticity, and strategic thinking above all else.
For the average person, this shift is exciting because it leads to better, more interesting content. When the people behind the brands actually care about the culture they are representing, the results are always more compelling. We get to see activations like the Spanx Art Basel event or the Instagram Met Gala project that feel like genuine creative expressions rather than just ads. This raises the bar for the entire industry and makes the world of marketing a little more human.
For the creators in Orlando, the message is one of hope and opportunity. The “Jordan Model” proves that you don’t have to wait for someone to give you a chance; you can create your own. You can build your own agency, launch your own platform, and take control of your own destiny. It isn’t easy, and it won’t happen overnight, but the blueprint is there. All it takes is the courage to stop being just a face and start being the machine.
The 2025 landscape of celebrity and business is a far cry from where things stood just a decade ago. The focus has moved from the short-term win to the long-term legacy. Michael B. Jordan and Obsidianworks are at the forefront of this change, proving that when you own the infrastructure, you own the future. As we watch this model continue to spread, it will be fascinating to see how it reshapes not only Hollywood but every creative community from the coast of California to the heart of Central Florida.
Ultimately, this isn’t just about Michael B. Jordan. It is about a fundamental change in how we value influence and creativity. It is about recognizing that the “system” behind the brand is where the real impact happens. By prioritizing ownership, Jordan has set a new standard that will inspire a generation of entrepreneurs to think bigger, work harder, and build something that truly belongs to them. The age of the endorsement might be fading, but the age of the owner is just beginning.
For Orlando, this is an invitation to step up and join the conversation. The city has the talent, the diversity, and the entrepreneurial spirit to lead in this new era. By looking at the success of Obsidianworks, local creators can find the inspiration they need to stop trading their fame for fees and start building their own machines. The spotlight is great, but the view from the owner’s suite is even better.
