While creators are obsessed with owning their intellectual property, Carter provides a pragmatic counterpoint. He emphasizes that ownership shifts the entire risk burden—including funding, growth capital, and monetization strategy—onto the creator, a significant challenge often overlooked in the rush for control.
Carter argues the NBA is in the "attention business," competing with all forms of media. Success isn't just about the game, but about creating high-stakes moments, like the play-in tournament, that capture and hold audience attention in a crowded digital landscape.
Despite his on-screen presence in shows like "The Shop," Carter reveals he was reluctant and his real ambition was to be an executive. This mindset is key to scaling a celebrity-driven media company: the principals must eventually focus on building the business, not just being the talent within it.
The infamous TV special where LeBron James announced his move to Miami is framed as a pioneering but premature attempt to bypass traditional media. While it failed spectacularly at the time, this direct-to-audience strategy is now the standard playbook for modern athletes and celebrities.
Following SpringHill's merger with Fullwell, Carter identifies live entertainment and digital content as the key growth areas. He views scripted content as a high-risk "needle in the haystack" business, while live experiences offer a more reliable path to monetization and audience connection.
Carter reveals that "Project B," a new international league he consults for, aims to be a truly global product like Formula 1. Rather than directly competing with established leagues like the NBA, it seeks to create a separate, high-stakes global tour that taps into a worldwide fanbase.