People and Pop Culture

Q&A: Maverick Carter on taking talent beyond sports into entertainment industry

That idea of athlete empowerment is what SpringHill co-Founder & CEO MAVERICK CARTER says that he is “taking to talent beyond sports,” according to Ben Cohen of WALL STREET JOURNAL. When speaking about the future of the entertainment industry and athlete-driven projects, Carter is "betting that giving talent freedom and resources will cultivate a generation of younger creators.” Below are excerpts from the Q&A, some of which have been edited for clarity and brevity.

Q: When it comes to sports, SpringHill focuses on what happens away from the actual games. What opportunity did you see in that business?
Carter: We felt like the idea of storytelling had always been around, obviously, but the athlete had never been treated as a creator. We thought athletes had always been treated as their human-interest stories but never as truly interesting humans.

Q: What do you make of the streaming wars and SpringHill’s place in them?
Carter: They’re real and they’re serious, but it just proves once again that no matter what the technology is, from the days of the radio all the way up until now, storytelling is the most important. So that’s ultimately what this is about: who can tell the best stories.

Q: What will your job look like in 2030?
Carter: I root for technology. I root for the world to change because no matter where it goes, as the world ebbs and flows, from the days of the campfires all the way to Web3 and everything in between, you need storytelling. The idea of telling amazing stories and empowering talent and creators -- I think that will be my job until I retire (WALL STREET JOURNAL, 5/12).

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