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For a long time, the peak of professional success for a public figure was the endorsement deal. You would see a famous athlete or actor smiling on a billboard or holding a product in a thirty-second commercial. They were paid well for their likeness, but the relationship ended as soon as the contract expired. Today, that dynamic is shifting in a way that is fundamentally changing the concept of a “career.” Michael B. Jordan has become a primary example of this change through his agency, Obsidianworks.
Instead of just signing on to be the face of a brand, Jordan co-founded an agency that actually builds the campaigns. Obsidianworks recently made headlines by going fully independent, buying out its minority partner. This move is a clear signal that the next generation of successful individuals isn’t interested in just being a spokesperson; they want to own the infrastructure that produces the marketing. In a city like Salt Lake City, which has seen a massive influx of tech talent and creative energy, this model of ownership is starting to take root as the new gold standard for professional growth.
Salt Lake City is often recognized for its industrious spirit and its ability to foster homegrown businesses that eventually scale to a global level. The “Silicon Slopes” aren’t just about software; they are about a mindset of building things that last. When we look at how Obsidianworks operates, we see a direct parallel to the way entrepreneurs in Utah are looking at their own ventures. It is a move away from being a service provider and toward being a platform owner.
The Architecture of Independent Influence
The standard celebrity business model was often a thin veneer. A name was attached to a product, but the person behind the name had very little to do with the day-to-day operations or the long-term strategy. Obsidianworks is different because it is a culture-powered creative agency that handles major accounts like Nike and Instagram. They are doing the heavy lifting of strategy, creative direction, and execution. This is a “machine” that works regardless of whether Jordan is currently starring in a movie or not.
This approach to business is highly relevant for professionals in the Salt Lake City area. Whether you are in the burgeoning film scene of the Wasatch Front or the tech corridors of Lehi, the lesson is the same: your personal talent is your starting point, but your business systems are your destination. If you only rely on your own labor, you are limited by the number of hours in a day. If you build an agency or a platform, your potential for growth becomes much more significant.
When Jordan and his partner Chad Easterling took the agency independent in 2025, they were essentially saying that they no longer needed the safety net of a larger conglomerate. They had built enough internal strength and client trust to stand alone. This kind of independence is something many creators in Utah are currently striving for. We are seeing a move away from the traditional agency-client relationship and toward partnerships where everyone has skin in the game.
Salt Lake City and the Scalable Business Platform
Salt Lake City has a unique economic landscape. It’s a place where tradition meets rapid innovation. The local creative community is no longer just a small group of freelancers; it has evolved into a powerhouse of agencies and studios that serve clients around the world. The Obsidianworks model provides a roadmap for how these local entities can evolve. It’s about moving from “face of the brand” to “equity-driven ventures.”
Chad Easterling’s latest move—launching a strategic advisory to help other talent build their own media companies and investment vehicles—is a direct response to this trend. In the past, you might have had a financial advisor to manage your savings. Now, high-level professionals need a strategic advisor to help them build their own business ecosystems. In Salt Lake City, this might look like a successful tech founder using their exit capital to start a venture studio that helps other local startups get off the ground.
The goal is to create something that generates value long after you’ve stepped away from the spotlight. In the context of Utah’s business environment, this means building companies that have their own identity, their own culture, and their own proprietary systems. This is how you move from being a “well-paid professional” to being a “business owner” with a legacy.
The End of the Endorsement Era
The old model of celebrity business was based on fees. You trade your time and your reputation for a check. While that can be lucrative, it’s not particularly sustainable. The new model is based on ownership. When Michael B. Jordan works with Nike through Obsidianworks, he isn’t just an athlete in a shoe commercial; he is a partner in the creative process. He has a stake in the outcome that goes beyond his personal brand.
This shift is mirrored in how people in Salt Lake City are approaching their careers. We are seeing more professionals demand equity in the companies they work for, or choosing to start their own businesses rather than taking a high-salary job at a large corporation. There is a growing realization that the real wealth and the real influence come from owning the system, not just working within it. The “machine” that Jordan built is a blueprint for anyone who wants to turn their personal expertise into a scalable asset.
For the average person in Salt Lake City, this might seem like something reserved for the ultra-famous, but the principles apply at every level. If you are a graphic designer, do you just sell your time, or do you build a library of assets that you can license? If you are a consultant, do you just give advice, or do you build a platform that automates that advice for thousands of people? The move toward ownership is about leverage.
Ownership as a Driver of Local Innovation
When business owners have a real stake in their community, the results are different. In Salt Lake City, we see this in the way local entrepreneurs support one another. The success of a company like Obsidianworks isn’t just a win for Michael B. Jordan; it’s a win for the entire team that built the agency. By going independent, they have more control over their destiny and more ability to reinvest in the projects and people they care about.
This kind of autonomy is vital for the continued growth of Utah’s economy. When local firms are independent, they aren’t subject to the whims of a parent company in a different time zone. They can make decisions that are best for their employees and their local clients. This is how a city builds a resilient and self-sustaining creative ecosystem. Jordan’s model shows that you can be “global” in your reach while being “independent” in your operations.
Furthermore, the “culture-powered” aspect of Obsidianworks is a major part of its success. They aren’t just making ads; they are engaging with communities in an authentic way. Salt Lake City has its own distinct culture—one that is often misunderstood by outsiders. Local businesses that understand the nuances of the Utah market have a massive advantage over national competitors who try to apply a “one size fits all” approach. Owning that cultural insight is a form of intellectual property that is incredibly valuable.
Moving from Freelance to Firm
Many people start their professional lives as freelancers or solo practitioners. It’s a great way to build your skills and your reputation. However, the Obsidianworks story shows the importance of making the jump from being a “talented individual” to being a “firm.” A firm is a business that exists independently of its founder. It has its own processes, its own team, and its own brand equity.
In Salt Lake City’s vibrant creative scene, we see this transition happening constantly. Photographers are opening full-service production studios. Copywriters are starting strategic brand consultancies. They are moving away from the “trading hours for dollars” trap and toward a model where they own the machine. This requires a different set of skills—management, strategy, and business development—but the rewards are much higher.
Michael B. Jordan’s agency didn’t just happen by accident. It was a conscious effort to build something that could compete with the best in the world. For a professional in Utah, this means looking at your current work and asking yourself: “How could this function without me?” If the answer is “it can’t,” then you haven’t built a business yet; you’ve just created a job for yourself. The goal is to build a system that generates value consistently.
Strategic Advisories and the New Career Path
The introduction of strategic advisories for talent is a fascinating development. It suggests that in the future, the most successful people will be those who manage themselves like a corporation. This isn’t just about brand management; it’s about asset management. How do you take the “fame” or “reputation” you’ve built and turn it into a media company, an investment fund, or a physical product line?
Salt Lake City is perfectly positioned for this kind of thinking. The city is home to many successful individuals who have reached the top of their respective fields. By applying a more strategic, ownership-focused lens to their careers, they can have a much larger impact on the local economy. They can move from being “participants” in the market to being “builders” of the market. This is the essence of the shift that Chad Easterling is helping his clients navigate.
The advisory model is also useful for younger professionals who are just starting out. Instead of looking for a traditional career path, they can start thinking about how to build their own “machine” from day one. They can look for opportunities to gain equity, to build intellectual property, and to create systems that give them leverage early in their careers. The “old model” of waiting thirty years to own something is being replaced by a much more aggressive and entrepreneurial approach.
The Competitive Advantage of Authentic Connection
One of the biggest takeaways from the Obsidianworks success story is the value of cultural authenticity. The agency isn’t just “guessing” what will work; they are rooted in the cultures they represent. This allows them to create work for brands like Spanx or the NBA that feels genuine and impactful. In an era of generic, AI-generated content, this human, cultural connection is a massive competitive advantage.
For businesses in Salt Lake City, this means leaning into the local identity. Utah has a strong sense of community, outdoor adventure, and innovation. Businesses that truly “get” this identity and reflect it in their work will always outperform those that don’t. Ownership allows you to protect this authenticity. When you own the agency, you don’t have to water down your ideas to please a corporate board. You can stay true to the vision that made you successful in the first place.
This is especially important as Salt Lake City continues to grow and attract more national attention. There will be a temptation to become more “corporate” and less “local.” But the Obsidianworks model shows that independence and cultural rootedness are actually what drive global success. You don’t have to give up your identity to work with the biggest brands in the world; in fact, your identity is exactly why they want to work with you.
Investing in Your Own Infrastructure
Building a machine that generates value long after the camera stops rolling requires a significant investment in infrastructure. This doesn’t just mean physical equipment or office space; it means investing in people, processes, and technology. Michael B. Jordan invested in a partnership with an experienced strategist. He invested in a team of creative professionals who could execute his vision. He invested in the brand of the agency itself.
In Salt Lake City, this looks like founders who prioritize their culture and their internal systems just as much as their product. It means hiring the best talent and giving them a reason to stay. It means building a brand that stands for something. This infrastructure is what allows a business to scale. Without it, you are just a talented person doing a lot of work. With it, you are an owner of a powerful economic engine.
The shift from “endorsement to ownership” is ultimately a shift toward responsibility. When you own the system, you are responsible for its success and its failures. But you also reap all the rewards. This is the trade-off that Michael B. Jordan has made, and it is the same trade-off that many of the most successful entrepreneurs in Utah have made. It is the path to true independence and long-term influence.
The Future of the Professional Landscape
As we look toward the future, the traditional boundaries between industries will continue to dissolve. An actor is also an agency owner. A tech founder is also a venture capitalist. A creative director is also a media mogul. The common thread among all of them is ownership. They aren’t just participants in the economy; they are the ones building the platforms that the economy runs on.
Salt Lake City is at the forefront of this trend. The city’s unique combination of talent, capital, and entrepreneurial spirit makes it the perfect place for this new model of business to thrive. By looking at examples like Obsidianworks, local professionals can see that the possibilities are limited only by their willingness to build their own systems. The era of the “face of the brand” is giving way to the era of the “owner of the infrastructure.”
This evolution is good for creators, good for businesses, and good for the community. It encourages innovation, rewards talent, and builds sustainable economic growth. Whether you are in Hollywood or the Silicon Slopes, the goal is the same: to turn your personal influence into a lasting business that can change the world.
- Ownership creates a level of career longevity that talent fees simply cannot provide.
- Independent agencies have the freedom to stay true to their cultural roots and creative vision.
- Building a system allows for scalable growth that isn’t dependent on one person’s time.
- Salt Lake City’s entrepreneurial culture is perfectly aligned with this model of business.
- Strategic advisories are the new essential partner for high-level professional growth.
The journey from being a participant to being an owner is the defining challenge of the modern career. Michael B. Jordan’s Obsidianworks is a powerful reminder that the best way to predict the future is to build the machine that creates it. By focusing on ownership, infrastructure, and cultural authenticity, anyone can move beyond the limitations of a traditional career path and build something that truly lasts. Salt Lake City has all the ingredients to lead this charge, and the next wave of local success stories will likely be built on these same principles of independence and equity.
Ultimately, the move to ownership is about taking control of your own narrative. It’s about deciding what you want to build and who you want to build it for. When you own the system, you have the power to create your own opportunities rather than waiting for someone else to offer them to you. This is the true meaning of independence in the modern business world, and it is the most exciting development in the creative economy today.
