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.
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.
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.
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.
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.