What Obsidianworks does

Obsidianworks is a full-service, culture-focused marketing and creative agency founded in 2020 (firmographic record notes 2021) by actor and producer Michael B. Jordan, who serves as Executive Chair, and former Nike executive Chad Easterling, who serves as CEO. The firm is co-led operationally by Chief Brand Officer Bobby Moore III and Chief Impact Officer René Spellman, and is headquartered in New York with additional offices in Los Angeles and Atlanta. Its stated mission is to make brand marketing reflective of multicultural America, with explicit positioning around the "New Majority" and the demographic shift accompanying the projected Great Wealth Transfer.

The agency's offering is a single integrated professional-services platform spanning brand experiences, 360 campaigns, content production and post-production, influencer and creator partnerships, analytics, social media management, and "Ecosystems & Enterprise Building" — the last a longer-horizon service line for brand infrastructure rather than one-off campaign work. The core technology stack is not publicly disclosed; Obsidianworks is a services business, not a software or platform company, and there is no API, SDK, or proprietary product in market. Notable campaigns include Meta's We the Culture (a Black creator empowerment program extended to a third year with a new Latinx creator program), Frito Lay's My Joy multicultural campaign (61.3M TVC impressions, 6.08% Meta engagement), the Invesco QQQ Legacy Classic HBCU culture event (televised on TNT, ~1 billion impressions), Timberland's social agency of record across seven platforms, and a multi-city YouTube Avenues tour.

Obsidianworks generates revenue through project-based fees and retainers from enterprise brand clients including Meta, Frito Lay, Invesco QQQ, Timberland, YouTube, Nike, Target, NBA, Jordan Brand, and Spanx. GTM is direct enterprise sales driven by executive relationships and the cultural cache of the founders, with no self-serve or marketplace distribution. The agency originally raised $20 million from marketing firm 160over90 in 2021 for a minority stake; in March 2026 the founders bought that stake back, regaining full independence and signaling intent to scale operations independently. Reported headcount is 1–10, indicating a deliberately boutique operating model.

Name

Obsidianworks

Legal name

Obsidianworks

Website

https://obsidianworks.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Obsidianworks is a full-service, culture-focused marketing and creative agency serving enterprise brands seeking authentic connections with multicultural audiences. Founded in 2020 by Michael B. Jordan and former Nike executive Chad Easterling, the firm delivers brand experiences, 360 campaigns, content production, influencer strategy, and enterprise ecosystem building.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Marketing and Creative Services: Obsidianworks generates revenue through fees charged to brand clients for integrated marketing services including brand experiences, 360 campaigns, content production, influencer partnerships, analytics, and social media management. Revenue is project-based and retainer-driven, with notable programs such as We the Culture (Meta), Timberland social AOR, Legacy Classic (Invesco QQQ), and My Joy (Frito Lay).

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Obsidianworks is a full-service, culture-powered marketing and creative agency that helps enterprise brands authentically reach multicultural and younger audiences. The agency delivers an integrated offering spanning brand experiences, 360 campaigns, content production and post, influencer/creator partnerships, social media management, PR/comms, and ecosystem/enterprise brand building, all centered on cultural relevance for Black, Hispanic/Latino, and Asian consumers.

Product overview

Obsidianworks is a full-service marketing and creative agency that operates as a single integrated offering rather than a platform with separate modules. The agency provides a comprehensive suite of services including Brand Experiences, 360 Campaigns, Content Production & Post, and Ecosystems & Enterprise Building. These core services are delivered through various client engagements and campaigns such as the We the Culture program for Meta, social media agency of record work for Timberland, the YouTube Avenues experiential tour, the Invesco QQQ Legacy Classic HBCU event, and the Frito Lay My Joy multicultural campaign. The agency's focus is on serving culturally diverse audiences and brands targeting the 'New Majority' demographic.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Experiences Strategic brand experience design and activation services that help enterprise brands connect with culturally diverse audiences through marketing initiatives and live/experiential programs.
• 360 Campaigns Comprehensive campaign management including strategy, creative development, and multi-channel execution across digital and traditional media platforms for enterprise brand clients.
• Content Production & Post Full-service content creation including video production, photography, post-production editing, and creative asset development for brand campaigns.
• Ecosystems & Enterprise Building Strategic services focused on building and scaling brand ecosystems and enterprise-level marketing infrastructure for long-term growth of clients' multicultural marketing capabilities.
• We the Culture (Meta Creator Program) Multi-year creator empowerment program for Meta, delivered by Obsidianworks as a retained agency engagement, including content strategy, influencer partnerships, analytics, talent consulting, PR, and social impact initiatives for Black creators.
• Timberland Social Agency of Record Retained social media agency-of-record services for Timberland, covering social strategy, channel planning, creative ideation, content creation, and community management across 7 social platforms, with notable executions including Hip Hop Royalty (Lola Brooke), TimbsTok (Cleotrapa), and Venture Out Together.
• YouTube Avenues Multi-city summit-style tour conceptualized and executed for YouTube to increase cultural relevance and authenticity in Black communities, with sessions on platform monetization, YouTube Shorts, and music-industry best practices for local content creators.
• Invesco QQQ Legacy Classic Lead-agency production of an inaugural live HBCU culture celebration for Invesco QQQ, including strategy, creative, digital content, social impact, and marketing, with live television broadcast on TNT and student-investment and donation components.
• Frito Lay My Joy Campaign Multicultural creative campaign for Frito Lay celebrating diverse expressions of joy across Hispanic, Latin, Black, and Asian audiences through authentic content featuring rising diverse creators, with measurable TVC, influencer, and social engagement results.

Quantifiable outcome

• 1 billion total impressions for Invesco QQQ Legacy Classic event
• +7 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered flagship and core.

• Invesco QQQflagshipStrategic or Co-development Partner · 1 January 2023Invesco QQQ served as the title sponsor of the Invesco QQQ Legacy Classic, an inaugural live celebration of HBCU culture produced by Obsidianworks on behalf of Michael B. Jordan. The event was televised live on TNT and generated 1 billion impressions, with Obsidianworks acting as lead agency alongside WME Sports.
• WME SportscoreStrategic or Co-development Partner · 1 January 2023WME Sports partnered with Obsidianworks and Michael B. Jordan to co-produce the Legacy Classic HBCU celebration event, providing talent and sports entertainment expertise alongside Obsidianworks' cultural strategy and marketing capabilities.
• Harris, Blitzer Sports & EntertainmentcoreStrategic or Co-development Partner · 1 January 2023Harris, Blitzer Sports & Entertainment was a top partner invested in and promoting the Legacy Classic event alongside Obsidianworks and Michael B. Jordan.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Translation LLC: Culture-led creative and brand strategy agency founded by Steve Stoute. Closest direct peer: both firms sell enterprise brands on culturally authentic marketing to multicultural and youth audiences.
• Burrell Communications Group: Long-established multicultural marketing agency serving Fortune 500 brands. Directly comparable in targeting Black and multicultural consumer segments with full-service creative and media capabilities.
• Walton Isaacson: Independent agency focused on multicultural, youth, and lifestyle marketing. Similar client profile (consumer brands seeking cultural relevance) and similar size category to Obsidianworks.
• 160over90: Former strategic partner and minority stakeholder in Obsidianworks. Comparable as a brand-impact and cultural-marketing agency serving enterprise clients across sports, entertainment, and consumer categories.
• Cashmere Agency: Multicultural creative agency working with major consumer brands on culturally resonant campaigns targeting diverse audiences. Closely comparable in mission, client profile, and agency size.

Emerging players

• The Community: Independent creative-led agency with a cultural-marketing focus serving brands targeting diverse and youth audiences. Comparable positioning with a slightly different creative orientation.
• Mekanism: Independent creative agency known for culturally resonant storytelling with consumer brands. Comparable in campaign-style work for enterprise clients, though less multicultural-specific than Obsidianworks.

Broad incumbents

• Droga5: Part of Accenture Song, Droga5 is a global creative incumbent serving enterprise brands on integrated campaigns. Overlaps with Obsidianworks in enterprise client base but operates at vastly greater scale.
• Wieden+Kennedy: Independent global creative powerhouse serving Nike and other mega-brands. Chad Easterling's Nike background creates a comparable talent profile, and the agency competes for similar enterprise creative mandates.
• Mother New York: Independent creative agency working with major consumer brands on culturally relevant campaigns. Comparable enterprise client base but broader, non-multicultural-focused positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/obsidian_works
• LinkedInlinkedin.com/company/obsidianworks
• Instagraminstagram.com/obsidianworks

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Obsidianworks