All the Smoke Productions

What All the Smoke Productions does

All The Smoke Productions is a Los Angeles-based, athlete-founded multi-platform content production company that produces podcasts, video series, and documentary content centered on sports and adjacent cultural verticals. Co-founded by former NBA Champions Matt Barnes and Stephen Jackson along with founder/COO Brian Dailey, the company operates its flagship "All The Smoke" basketball podcast and a growing portfolio of sub-brands including "Forgotten Seasons," the recently launched "ATS Baseball / ATS Dugout" MLB vertical, "Must Be the Money" (a financial/culture podcast co-produced with American Public Media's Marketplace and BBC World Service), and "The White House" (a Netflix video podcast featuring Michael Irvin). The company is bootstrapped, with no outside investment disclosed, and has scaled from a 5-person team to over 40 staffers operating out of a new Marina Del Rey headquarters.

The business generates revenue through three primary streams: licensed content production deals for major platforms (Netflix, ESPN/Howard Bryant), brand partnerships and sponsorships (notably a seven-figure DraftKings deal and an iHeartMedia/Black Effect network partnership), and direct-to-consumer merchandise sales via the allthesmoke.store e-commerce storefront. Distribution flows through Netflix, iHeartMedia, American Public Media, BBC World Service, YouTube, and major podcast platforms, reaching a claimed network of over 20 million engaged fans. Go-to-market is hybrid: community-led growth is anchored by the founders' personal brands and athlete networks, while enterprise partnerships are negotiated directly with platform and brand counterparts.

The company is privately held with concentrated founder ownership and no disclosed institutional investors, M&A activity, or pending funding rounds. Customer mix is enterprise-leaning (sports betting, streaming, broadcasting, public media), with sponsorship and platform licensing economics anchoring revenue. The technology stack is conventional podcast/video production tooling with no proprietary AI components or patented systems identified in available sources.

Name

All the Smoke Productions

Legal name

All The Smoke Productions

Website

https://allthesmokeproductions.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

All The Smoke Productions is a bootstrapped, athlete-founded content production company producing podcasts, video series, and documentaries across sports and culture verticals, distributed through Netflix, iHeartMedia, BBC World Service, and other major platforms to a network of over 20 million fans.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Production Deals: Creating original podcast and video content for major platforms. Signed deal to produce Michael Irvin's Netflix video podcast 'The White House' and pursuing documentary projects through multi-project development deal with ESPN writer Howard Bryant.
2. Brand Partnerships and Sponsorships: Seven-figure deal with DraftKings and partnership with iHeartMedia through Black Effect network. Production partnership with American Public Media's Marketplace and BBC World Service for 'Must Be the Money' podcast.
3. Merchandise Sales: Direct-to-consumer merchandise sales through allthesmoke.store e-commerce platform.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

All The Smoke Productions is a content production company that creates and distributes athlete-hosted podcasts and video series for sports and entertainment audiences. Its portfolio includes flagship basketball podcast "All the Smoke," documentary-style series "Forgotten Seasons," the ATS Baseball vertical with ATS Dugout, the wealth-building show "Must Be the Money," and the Netflix-distributed "The White House" with Michael Irvin. Revenue is generated through production/licensing deals with major platforms and brand partnerships, with supporting direct-to-consumer merchandise sales.

Product overview

All The Smoke Productions is a basketball podcast and production company co-hosted by former NBA players Matt Barnes and Stephen Jackson, producing content across multiple verticals. The company operates as a multi-platform content production house with its flagship podcast 'All the Smoke' and the companion series 'Forgotten Seasons' as core NBA-focused products. The company has expanded into new verticals including 'ATS Baseball / ATS Dugout' for baseball content, 'Must Be the Money' for financial/cultural programming, and produces 'The White House' Netflix video podcast. The portfolio includes digital series and premium combat sports coverage, serving a network of over 20 million engaged fans.

Differentiator

Problem solved

Functional benefit

Brands

• ATS Baseball: Baseball vertical launched in 2026 featuring ATS Dugout podcast co-hosted by ex-MLB All-Stars Nick Swisher and Chris Young, with plans to feature additional former players.
• All The Smoke
• Forgotten Seasons

Products and services

• All the Smoke Award-winning flagship podcast series featuring NBA Champions Matt Barnes and Stephen Jackson, known for brash and unapologetic candid conversations about basketball and broader cultural topics. Targeted at sports fans and enthusiasts seeking authentic athlete voices.
• Forgotten Seasons Podcast series reliving iconic NBA seasons through the lens of the players who lived them. Each episode is hosted by creator Dylan Dreyfuss and 8-year NBA veteran Jelani McCoy, featuring a different NBA icon per episode.
• ATS Baseball / ATS Dugout Baseball content vertical debuted with the ATS Dugout podcast, featuring more than 20 episodes co-hosted by ex-MLB All-Stars Nick Swisher and Chris Young, with plans to feature additional former players including Eric Davis and Kenny Lofton.
• Must Be the Money On-camera podcast produced in partnership with American Public Media's Marketplace and BBC World Service, featuring candid conversations with tastemakers, athletes, and entrepreneurs about wealth-building strategies for young, diverse audiences historically excluded from traditional financial media.
• The White House Netflix-distributed video podcast produced by All The Smoke Productions under a production deal with Netflix, featuring Michael Irvin.
• All The Smoke Branded Merchandise Direct-to-consumer branded merchandise line sold through the allthesmoke.store e-commerce platform, targeting the 20M+ fan community.

Quantifiable outcome

• Network grew from 5-person team to over 40 employees within rapid expansion period
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and major.

• For The Culture By The Culture MediacoreStrategic or Co-development Partner · 12 May 2026Co-production partner for the 'Must Be the Money' podcast with American Public Media's Marketplace and BBC World Service. The podcast features candid conversations with tastemakers, athletes, and entrepreneurs about wealth-building strategies for young, diverse audiences.
• American Public Media's MarketplacecoreStrategic or Co-development Partner · 12 May 2026Co-production partner for the 'Must Be the Money' podcast launch on May 18, 2026. Marketplace is a national public radio program providing news about the economy and personal finance.
• BBC World ServicecoreStrategic or Co-development Partner · 12 May 2026Co-production partner for the 'Must Be the Money' podcast launch on May 18, 2026. The BBC World Service partnership brings the podcast to international audiences.
• NetflixcoreOEM/ Whitelabel/ Licensing PartnerSigned production deal to create 'The White House,' a video podcast featuring Michael Irvin. Netflix provides the distribution platform and production support while All The Smoke Productions provides authentic athlete content.
• DraftKingscoreGTM or Marketing PartnerSeven-figure brand partnership and content deal. DraftKings is a sports betting and gaming company partnering with All The Smoke Productions for content integration and brand positioning.
• iHeartMedia / Black Effect NetworkmajorChannel Partner/ Reseller/ DistributorContent partnership through iHeartMedia's Black Effect network, which serves Black audiences across iHeartRadio stations and podcasts.
• ESPN / Howard BryantmajorStrategic or Co-development PartnerMulti-project documentary development deal with ESPN writer Howard Bryant. Pursuing documentary projects leveraging the company's athlete relationships and storytelling capabilities.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• The Players' Tribune: Athlete-first digital media platform producing first-person storytelling, video, and podcasts. Comparable in athlete-authored content positioning, though operates as part of a larger established media portfolio.
• iHeartMedia (Black Effect Network): Largest audio media company in the US, distributing podcasts and radio content including the Black Effect Network partnership. Acts as both a distribution partner to ATS and a broader incumbent in the podcast space.

Direct peers

• Wave Sports + Entertainment: Athlete-led sports content network (including athlete-driven podcasts like '7PM in Brooklyn') targeting young, diverse sports audiences. Directly comparable in audience demographic, athlete-host model, and multi-platform distribution strategy.
• Meadowlark Media: Howard Beck and John Skipper's sports media and podcast production company producing athlete-led shows and premium content. Comparable in athlete-relationship-driven podcast and video production targeting sports enthusiasts.
• Uninterrupted: LeBron James and Maverick Carter's athlete empowerment media platform producing original video, podcasts, and branded content. Closely comparable in athlete-founder model, premium content production, and brand partnership monetization.
• Omaha Productions: Peyton Manning's athlete-founded content and production company producing unscripted, documentary, and branded content for major platforms. Closely comparable as an athlete-founded production house securing premium streaming deals and brand partnerships.
• Religion of Sports: Tom Brady, Michael Strahan, and Gotham Chopra's sports storytelling production company producing premium documentary and unscripted content for streaming platforms. Comparable as an athlete-backed premium content studio pursuing Netflix-tier deals.
• Barstool Sports: Sports and lifestyle digital media company with portfolio of podcasts, video shows, and brand partnerships targeting similar young sports fan demographics. Comparable in content verticals (sports betting, athlete culture) and revenue mix (sponsorships, licensing).
• The Ringer: Bill Simmons-founded sports and pop-culture podcast and media network with multi-platform distribution and brand partnerships. Directly comparable in operating model: athlete/creator-led content network monetized through advertising, licensing, and premium platform deals.

Others

• Athletes First Partners: NFL-focused sports agency that has expanded into athlete-led media and content businesses. Adjacent comparator as a sports talent ecosystem participant increasingly building content and brand IP around athlete relationships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/ALLTHESMOKE.PRODUCTIONS
• Xx.com/allthesmokeprod
• Facebookfacebook.com/61559864463142
• LinkedInlinkedin.com/company/allthesmokeproductions

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 All the Smoke Productions