According to Ad Age, Michael B. Jordan and Chad Easterling’s marketing and creative agency Obsidianworks has officially bought back its minority stake from WME Group’s 160over90, returning the company to full independent ownership.
The move marks a pivotal shift for the agency as it transitions into its next phase—one defined by greater control, faster execution, and a sharpened focus on where culture and consumer power are headed.
Founded in 2020, Obsidianworks was built as a culture-first agency designed to bridge the gap between brands and the audiences they often struggle to reach authentically. The company combined Jordan’s firsthand experience navigating brand partnerships in Hollywood with Easterling’s deep background in marketing, particularly from his time at Nike.
From the beginning, the goal wasn’t just to create campaigns—it was to reshape how brands engage with culture.
From Foundation to Full Control
In 2021, Obsidianworks partnered with 160over90, the cultural marketing arm of Endeavor, in a deal reportedly valued at around $20 million. The investment provided the agency with the infrastructure, resources, and industry access needed to scale quickly.
That partnership allowed Obsidianworks to move beyond a small, nimble operation and take on multiple campaigns at once, expanding both its reach and its credibility within the industry.
During that time, the agency worked with major global brands including Amazon, Coach, Nike, Target, Meta, Converse, and Spanx—developing campaigns that leaned heavily into authenticity, representation, and cultural relevance.
It also played a role in shaping initiatives like The Legacy Classic, a nationally televised HBCU basketball showcase that blended sports, culture, and community in a way that aligned with the agency’s broader mission.
Now, with its foundation firmly established, Obsidianworks is stepping into full ownership—something that, by all indications, was always part of the long-term vision.
Rather than signaling a fractured partnership, the move reflects a natural progression: build with support, then operate independently once the structure is in place.
What Independence Actually Unlocks
With the buyback complete, Obsidianworks now has the ability to operate without the constraints that often come with external investment.
That means:
- Faster decision-making
- More flexibility in the types of projects it takes on
- Greater willingness to take creative and strategic risks
- The ability to scale on its own terms
For an agency rooted in culture and storytelling, that level of control is critical.
It allows Obsidianworks to stay aligned with the communities and audiences it aims to represent, rather than being limited by more traditional corporate structures.
And in an industry where timing, authenticity, and cultural awareness are everything, speed and independence can be a major competitive advantage.
The Shift Toward “New Money America”
As Obsidianworks enters this new phase, it’s also refining its focus—specifically targeting what it describes as “New Money America.”
At its core, the term reflects a generational and cultural shift.
Rather than centering traditional, older audiences that have historically dominated brand strategy, Obsidianworks is looking toward a younger, more diverse, and culturally fluid demographic that is rapidly becoming the primary driver of both culture and commerce.
This includes Millennials and Gen Z consumers across a wide range of backgrounds—people who are digitally native, highly engaged, and deeply influential when it comes to shaping trends.
But the shift isn’t just cultural—it’s economic.
“New Money America” is tied directly to what’s being called the “Great Wealth Transfer,” a projected $124 trillion movement of wealth from Baby Boomers to younger generations over the coming decades. As that wealth changes hands, so does influence.
For brands, this means rethinking not just who they market to, but how they show up.
For Obsidianworks, it reinforces the idea that multicultural audiences are no longer a niche—they are the mainstream.
Culture as Strategy, Not Just Aesthetic
One of the defining elements of Obsidianworks’ approach is its insistence that culture isn’t something to be added onto a campaign—it’s something that should drive it from the start.
That philosophy has been reflected in its work, particularly with brands like Target, where its campaigns reportedly helped drive significant growth by centering real communities and authentic storytelling.
Rather than relying on surface-level representation, the agency has focused on building campaigns that feel lived-in, intentional, and connected to the audiences they’re trying to reach.
It’s also influenced how brands think about talent—not just who appears in front of the camera, but who is creating behind it.
From photographers to directors to creative teams, Obsidianworks has pushed for a more inclusive approach across the entire process.
Built at the Intersection of Hollywood and Marketing
Part of what makes Obsidianworks distinct is its origin.
Unlike traditional agencies, it was born out of Jordan’s experience navigating both entertainment and brand partnerships—recognizing firsthand the disconnect between how brands communicate and how audiences actually engage.
That perspective has allowed the agency to operate differently, pulling from both Hollywood and marketing to create campaigns that feel more aligned with how people consume content today.
Jordan serves as executive chairman, while Easterling leads as CEO, guiding a team that has grown to around 20 employees.
Together, they’ve positioned Obsidianworks not just as a service provider, but as a cultural translator—helping brands understand where audiences are and where they’re going next.
The Bigger Picture
Obsidianworks’ return to full ownership comes at a time when the relationship between culture, commerce, and storytelling is evolving rapidly. Audiences are more discerning. Representation is more scrutinized. And the expectation for authenticity is higher than ever.
In that landscape, agencies that understand culture—not just aesthetically, but structurally—are becoming increasingly valuable. For Jordan and Easterling, this next chapter isn’t just about growing a business. It’s about shaping how brands connect with the communities that are defining the future.
And with full ownership now back in their hands, Obsidianworks is positioning itself to do exactly that.