In addition to filming, producing, and promoting blockbuster movies over the past few years, Michael B. Jordan has been quietly building a marketing agency to foster more inclusive storytelling for global brands. On Wednesday, the Without Remorse star announced that he and marketing executive and Nike veteran Chad Easterling co-founded Obsidianworks, a “culture-powered marketing agency,” in November 2020. Together, the two friends have been consulting with clients like Coach, Amazon, Piaget, and the Academy of Motion Picture Arts and Sciences since 2018. However, rather than pushing a big rollout for their new company, Jordan says he’s been focused on doing the work to help brands reach and represent diverse audiences.
“Chad and I have been building the foundation for Obisidianworks for years, and I’m thrilled to be finally taking this venture to the next level,” said Jordan, who serves as executive chairman of Obsidianworks, in a statement.
In an exclusive interview with BLACK ENTERPRISE, Jordan says his motivation for creating Obisidianworks stems from “growing up in the industry, not seeing any people that look like me in certain positions of power.”
Today, however, the actor says brands have more “self-awareness” while consumers are starting “to realize that their voice means something, and they can demand that respect. They understand the power that they have.”
Jordan also revealed Wednesday that 160over90, a global marketing agency owned by entertainment and sports conglomerate Endeavor, has made a strategic investment in and partnered with his new company. (Terms of the deal were not disclosed.)