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For decades, the standard playbook for a successful actor or athlete followed a predictable path. You reached a certain level of fame, signed a multi-million dollar contract with a global brand, and appeared in a few commercials. You were the face of the product, but you didn’t own the factory, the distribution, or the creative agency that designed the campaign. You were essentially a high-paid contractor. That dynamic is currently undergoing a massive transformation, led by figures like Michael B. Jordan and his creative agency, Obsidianworks.
Jordan’s approach isn’t about collecting endorsement checks. Instead, he co-founded a firm that handles everything from strategy to execution for some of the biggest names in the world, including Instagram and Nike. In 2025, Obsidianworks took a significant leap by becoming fully independent, buying out its minority partner. This move signals a deeper trend where talent is no longer satisfied with being the marketing tool; they want to be the marketing machine itself. For a city like Raleigh, North Carolina, which is seeing its own surge in tech and creative industries, this model of ownership offers a blueprint for how modern professionals can scale their influence beyond their immediate personal labor.
When we look at the business landscape in Raleigh, we see a parallel shift. The Research Triangle has long been a hub for innovation, but the focus is moving toward homegrown platforms rather than just serving as a satellite office for Silicon Valley giants. The idea of “owning the system” resonates here because the local economy is increasingly driven by people who want to build sustainable, scalable ventures that last longer than a single project or contract.
Building the Machine Behind the Fame
Obsidianworks represents a departure from the traditional talent agency or the vanity production company. Often, celebrities launch “brands” that are little more than licensed names on a bottle of spirits or a clothing line. Jordan and his partner Chad Easterling built a legitimate service-based business that competes with the top ad agencies in the world. They aren’t just making content for Jordan; they are building the cultural bridge for Nike at All-Star Weekend or managing high-profile activations at Art Basel for Spanx.
This matters because it changes the math of career longevity. An actor’s peak earning years are often tied to their physical appearance or current popularity. By building an agency, Jordan creates a revenue stream that isn’t dependent on him being on a movie set. In the Raleigh context, this is similar to a software developer who stops freelancing to build a SaaS platform. One requires your presence to generate money; the other generates money because you built a system that functions without you.
The success of this agency comes from its focus on “culture-powered” creative. This isn’t just a buzzword. It refers to the ability to understand how different communities interact with products and stories. Raleigh has a rich tapestry of cultural history and a rapidly diversifying population. Applying this “culture-first” mindset to local business means looking beyond generic marketing and instead creating experiences that feel authentic to the people living in the Oak City. Whether it’s a tech startup in downtown Raleigh or a creative studio in the Warehouse District, the goal is to build something that people feel a genuine connection to.
The Raleigh Perspective on Scalable Business Platforms
Raleigh is often cited as one of the best places for business in the country, but the conversation usually centers on cost of living or corporate tax rates. What gets less attention is the entrepreneurial spirit that mirrors what Jordan is doing in Hollywood. We are seeing local leaders move from “doing the work” to “owning the platform.” This is evident in the way local creative groups are forming collectives that share resources and equity, rather than just competing for the same few clients.
If you are a professional in North Carolina looking at the Obsidianworks model, the takeaway isn’t that you need to start a global ad agency. The lesson is about the transition from a “fame-for-fee” or “time-for-money” exchange into an equity-driven venture. In Raleigh’s growing tech sector, this looks like founders who prioritize holding onto their shares rather than selling out early to the first big investor that comes along. It’s about building an infrastructure that can support other businesses.
Chad Easterling’s new strategic advisory is specifically designed to help talent make this transition. They are looking at media companies, investment vehicles, and ventures where the talent has a real seat at the table. For a Raleigh-based entrepreneur, this might mean moving from a consulting role into a partner role, or using your industry knowledge to launch a fund that supports other local creators. The “machine” is the network and the systems you put in place to ensure that your value isn’t trapped in your daily schedule.
The New Standards of Creative Independence
When Obsidianworks bought out 160over90 to go fully independent, they proved that a talent-led agency could stand on its own two feet without the backing of a traditional conglomerate. This is a significant milestone because it breaks the dependency on the “old guard” of the entertainment industry. For many years, you needed the blessing of a major network or a global holding company to operate at that level. Not anymore.
Raleigh’s business community is experiencing its own version of this independence. With the rise of remote work and digital distribution, a creative agency based in North Carolina can easily handle the branding for a company in London or Tokyo. The geographic barriers have crumbled. However, the mental barrier of “needing a partner” often remains. The Jordan model shows that once you have the proof of concept and the client list, taking the reins of full ownership is the ultimate power move.
Independence allows for a different kind of creative freedom. When you own the agency, you choose which stories to tell and which brands to align with. You aren’t beholden to a board of directors at a parent company that might not understand the cultural nuances of your work. This level of control is what allows Obsidianworks to produce work for the Met Gala that feels fresh and relevant, rather than corporate and sterile. In the local Raleigh market, this independence manifests as businesses that can stay true to their roots while scaling their impact.
Moving Away from the Endorsement Loop
Most people are stuck in what could be called the endorsement loop. You work hard to build a reputation, and then you use that reputation to get a better job or a bigger client. Then you repeat. While this leads to a comfortable life, it rarely leads to true wealth or long-term influence. Michael B. Jordan’s trajectory shows a different way out. He used his fame to seed a business that eventually became more than just a reflection of his fame.
Consider the difference between a local athlete in Raleigh signing a deal with a car dealership and that same athlete starting a sports tech company that trains the next generation of players. The dealership deal is an endorsement; the tech company is an asset. One ends when the contract is up; the other grows in value over time. This is the “scalable business platform” that Easterling is advocating for.
For the general public, understanding this shift is crucial because it changes how we view success. It’s no longer just about who is on the billboard; it’s about whose name is on the deed of the company that put the billboard up. In Raleigh, we are seeing more young professionals ignore the traditional corporate ladder in favor of building their own systems. They are starting micro-agencies, specialized consulting firms, and niche media outlets that cater to the unique energy of the Triangle area.
How the Ownership Model Changes the Local Economy
When businesses are owned by the people who are actually doing the work and living in the community, the economic impact is different. Profits tend to stay local, and the hiring practices often reflect a deeper commitment to the area. Obsidianworks being independent means they have the final say in their operations. If a similar firm is based in Raleigh, they have the freedom to hire local talent from NC State or Shaw University, keeping the intellectual capital within the city limits.
This creates a virtuous cycle. As these owners succeed, they become mentors and investors for the next wave of entrepreneurs. We see this in the Raleigh startup scene, where former founders are now the biggest advocates for new ventures in the city. They aren’t just looking for a return on investment; they are looking to build the infrastructure of the city itself. This is the macro-level version of what Jordan is doing on a global scale.
The “culture-powered” aspect also means that these businesses are more resilient. When a company is built on a deep understanding of its audience, it can adapt to changes in the market more quickly than a massive, detached corporation. Raleigh’s ability to pivot from a textile and tobacco economy to a tech and biotech powerhouse is a testament to this kind of resilience. The city knows how to reinvent itself, and the new generation of owners is taking that a step further by building platforms that are designed for constant evolution.
The Practical Reality of Transitioning to Ownership
Transitioning from being the “talent” to the “owner” isn’t an overnight process. It requires a significant shift in how you manage your time and resources. Michael B. Jordan didn’t stop acting; he simply integrated his acting career with his business interests. This integration is key. He used his presence on sets to learn about production, and he used his relationships with brands to understand their pain points. He was essentially doing market research while working his day job.
For someone in Raleigh, this might look like a marketing manager at a large tech firm spending their weekends building a specialized agency on the side. It means looking at every professional interaction as a potential business opportunity. If you see a gap in how a service is being provided, you don’t just complain about it—you build the system that fills that gap. This is the essence of moving from “fame for fees” to “owning the system.”
It also requires finding the right partners. Jordan didn’t do this alone; he partnered with Chad Easterling, who brought a strategic and operational background to the table. In any ownership venture, you need a balance of vision and execution. Raleigh is full of talented people with great ideas, but the ones who succeed are those who find the “operational” partner to help them build the machine. The local networking events, coworking spaces, and incubators are the breeding grounds for these partnerships.
The Role of Strategic Advisories in Modern Careers
The launch of Easterling’s strategic advisory highlights a growing need for professional guidance in this new landscape. Many people have the talent to reach the top of their field, but very few have the roadmap to turn that talent into a lasting business. This advisory service is a recognition that the “old model” is broken. If you are a high-profile individual, simply having a manager and an agent isn’t enough anymore. You need a business strategist.
In Raleigh, we are seeing a similar rise in specialized consulting. There are now firms that focus specifically on helping local doctors, lawyers, and tech founders transition into broader investment and media roles. These advisors help individuals look at their career as a portfolio of assets rather than a single stream of income. They look for ways to create equity-driven ventures that can outlast the individual’s active working years.
This is a sophisticated way of thinking about a career. It’s about building a legacy. When you look at the work Obsidianworks has done for Nike or Instagram, you see a level of craftsmanship that goes beyond a simple advertisement. They are creating cultural moments. When you own the agency that creates those moments, you are an architect of culture. This is a far more powerful position than simply being a participant in it.
Cultural Authenticity as a Competitive Advantage
One of the reasons Obsidianworks has been so successful is its ability to tap into authentic cultural trends without appearing forced. In the marketing world, “authenticity” is often chased but rarely captured. Because the agency is led by people who are part of the culture they are marketing to, they have an innate understanding of what will resonate. This is a competitive advantage that traditional, “stiff” agencies often struggle to replicate.
Raleigh’s local businesses can learn a lot from this. The city has a unique identity—a mix of Southern hospitality, academic intellectualism, and a burgeoning arts scene. Businesses that try to copy the “big city” aesthetic of New York or Los Angeles often fail to connect with the local population. The ones that thrive are those that lean into the Raleigh identity. They understand the nuances of the community and they build their brands around those truths.
This cultural intelligence is a form of infrastructure. It’s a proprietary way of seeing the world that can’t be easily copied by a competitor. When you own this intelligence and you have the systems to execute on it, you have a defensible business. This is why Jordan’s agency was able to buy out its partner and go independent. They had something the partner couldn’t provide: a direct, authentic line to the cultural zeitgeist.
Ownership and the Future of the Creative Class
The story of Michael B. Jordan and Obsidianworks is more than just a celebrity news item. It’s a signal of where the entire creative class is heading. Whether you are an actor in Hollywood or a designer in Raleigh, the goal is the same: to move from being a commodity to being a creator of value. A commodity can be replaced; a system of value creation is an asset that people want to buy into.
As we look forward, the distinction between “talent” and “business owner” will continue to blur. The most successful people will be those who can navigate both worlds. They will be the ones who understand that their creative output is the engine, but their business structure is the vehicle. Without the vehicle, the engine can only take you so far.
In North Carolina, the opportunities for this kind of growth are everywhere. The state’s history of entrepreneurship is being updated for the digital age. By looking at examples like Obsidianworks, local professionals can see that the path to true independence lies in ownership. It’s not just about getting paid for what you do; it’s about owning the platform where the work happens.
Designing Your Own Scalable Platform
The first step in this journey is a change in mindset. You have to stop seeing yourself as a “worker” and start seeing yourself as a “firm.” Even if you are a company of one, you are managing a brand, a set of processes, and a network. The question is how you can formalize those elements into something that has value beyond your own labor. Can you document your processes? Can you build a team? Can you create a product out of your expertise?
Michael B. Jordan didn’t wait until he was “finished” with acting to start Obsidianworks. He did it while he was at the top of his game. This is another important lesson. The best time to build your infrastructure is when you have the most influence and resources. Don’t wait for the endorsement deals to dry up before you start thinking about equity. Start building the machine now, while you have the momentum to power it.
In a city like Raleigh, where the community is supportive and the resources are accessible, there is no reason not to take that leap. The “new model” of celebrity business is actually the new model for all business. It’s a shift toward sustainability, autonomy, and long-term impact. By owning the system, you ensure that you are the one who decides where the camera points next.
- Ownership provides long-term financial security that endorsements cannot match.
- Building an agency allows talent to influence the creative direction of entire industries.
- Independent business models encourage local hiring and economic growth within the community.
- Equity-driven ventures turn personal fame into a scalable and sellable asset.
- Cultural intelligence serves as a unique and defensible competitive advantage.
The landscape of professional life is moving toward a place where the infrastructure matters as much as the individual. Michael B. Jordan’s success with Obsidianworks isn’t just an outlier; it’s a preview of the next era of work. By moving from being the face to being the owner, he has set a new standard for what it means to be a modern creator. For those watching from Raleigh or anywhere else, the path is clear: stop trading your fame for fees and start building the machine that generates value on its own terms.
The evolution of celebrity business shows that the most valuable thing you can own is the system of production. When you control the creative process, the strategy, and the final output, you aren’t just a participant in the market—you are the market. This shift toward autonomy is the ultimate goal for any professional who wants to leave a lasting mark on their industry and their community. As Raleigh continues to grow as a hub of innovation, the principles of ownership and infrastructure will be the keys to unlocking the city’s full potential.
