$250K to $30 Million
WHAT WRITERS CAN LEARN FROM THIS RAPPER
These are big numbers, right? And when the numbers look this big, it feels like there’s no way we can get there or there’s nothing we can learn from these types of transactions. But it’s exactly the opposite.
You can get there and you can learn from these types of deals. You can learn a lot. Let’s break it down and connect writing and publishing to pop culture like we always do.
Some context: Cam’ron is a rapper that’s been around since the late 90s. He successfully assembled a group called The Diplomats (Dipset) and they became one of the most popular movements in the early 2000s. I grew up listening to Dipset and Cam was one of my favourite rappers from back in the day.
Cam has always had an entrepreneurial spirit, and last year, in a move that took everyone by surprise, he started a sports show called It Is What It Is. I say everyone was surprised because although rappers are known to frequent sports shows as guests, it’s rare they’ve actually started one. I can’t think of any of the top of my head.
But Hip Hop has always been at the forefront of culture, business, and innovation. Cam saw something, and less than a year after starting It Is What It Is, he inked a deal worth *$31 million over an 18 month time span. Crazy, right?
Let’s talk about how he did it and what you can learn.
The first thing Cam did that is easy for you to replicate is invest in himself. He took $250,000 of his own money to start his sports show. Investing in yourself sounds simple, but I find writers are hesitant to invest in anything outside of courses, workshops, and retreats. And while those are also fine investments into learning, this is an investment into a specific project where revenue can be generated and the ROI made clear.
And no, you may not have $250,000 lying around, but you might have $25,000. You might have $2,500. You might have $250. It’s not just about the amount, it’s about the intention. The mindset it takes to make a living as a writer is the same mindset it takes to be an entrepreneur. And entrepreneurs are always looking for ways to invest their money to make more money. You should, too.
When you’re thinking about investments, don’t just think of yourself as an author. If Cam only saw himself as a rapper, he would never have had the courage to start a sports show. Remove your title and think of ideas that get you excited but don’t just limit you to accumulating readers.
The other thing Cam did was find a partner. He asked his friend, and fellow rapper, Mase, to be a part of it. Mase saw the opportunity and didn’t just want to be a part of what Cam was doing, he wanted to partner. So Mase matched Cam’s $250,000 and they teamed up.
It’s interesting: Cam knew instantly that he couldn’t do it alone. No one can. If you can carry out your idea on your own, you’re probably not thinking big enough.
I remember when I first connected with my business/creative partner. I was so excited that I called her every day for weeks just to rant about every single idea or creative thought that came to my mind. It’s such a blessing to have someone on the journey with me who is equally as committed. CRY wouldn’t be what it is today without my partner.
Let’s take a quick step back. What Cam did next is actually what he did first. And this is where you can really learn and elevate your career to the next level.
Before Cam invested in himself or found a partner, he saw an opportunity. He looked at the sports landscape, thought about what it was missing and what he could offer.
It Is What It Is isn’t a regular sports show. Cam and his co-hosts swear, they make inappropriate jokes, and are typically dressed in casual clothing with hundreds of thousands worth of jewelry round their necks. They don’t show any highlights but they do bring on well-known guests. There’s literally no other sports show like this.
Recognizing an opportunity isn’t simple. You need to understand culture, understand an industry, and understand the markets within that industry. Then you need to bring that knowledge together to figure out where and how you can have an impact.
And if that isn’t complicated enough, your next step is probably the one that trips writers up the most: you need to execute.
From the moment Cam announced the show, he hasn’t stopped. It hasn’t been perfect. I noticed they changed one of their hosts after a couple of episodes. They’ve also had to deal with some criticism for the wild jokes they tell. None of it mattered because they found a gap and people were watching. Lot’s of people were watching, and that’s because they executed consistently and at a high level.
How well did they execute? It took less than a year of launching It Is What It Is for them to ink that $31 million dollar deal.
As writers, we all dream. Whether we want to admit it or not, we want to be recognized. We want our writing to be recognized. We want to make a living doing the thing we love most.
But that shouldn’t blind us to other opportunities. If you’ve been fortunate enough to build up some kind of audience, use them. Take them on journeys with you while you experiment with new projects.
Everything Cam did to sign his deal, you can do the same thing. The numbers might look different, but the potential to create something special and have that thing become valuable doesn’t have to be.
We’re all superstars, just in our own way.