Charles King is branching out with a new endeavor aimed at the multicultural market.
King, the first African-American partner at William Morris Endeavor, has exited WME to launch a new media holding company, MACRO, which will target “the explosive multicultural content marketplace and brings a unique focus to content creation, distribution and engagement for the radically underserved African-American, Latino and Multicultural (ALM) audiences.”
The new company will focus on producing premium film, television and digital content targeted toward the ALM market, working both within and outside of the entertainment industry to bring together innovative creators, global thought leaders, and established players in technology, politics, media and entertainment.
Launched Monday, the Los Angeles–based company includes Netflix’s chief content officer Ted Sarandos and Citibank’s global head of corporate and investment banking Raymond McGuire among its advisory board members. King is negotiating to bring “several key executives” aboard as well.
“There were two major catalysts that propelled me to move to LA and enter the industry over 15 years ago: my vision to build a media company one day and the knowledge that what I saw on screen did not fully reflect the spectrum of who we are,” King said. “It’s clear to me now, as it was then, that there’s a growing appetite for content that serves the more diverse world we live in. During my career as an agent, it has been an honor to help build the careers of and represent some of the most compelling artists of our time. Launching MACRO fulfills the vision I had all those years ago, and at a time when our industry needs it the most. I am humbled by all of the support I’ve received industry-wide from my WME family, clients and friends.”
“Charles’ terrific relationships and entrepreneurial approach make him perfectly suited for his new venture,” the pair said. “We have had an incredible run together and look forward to working with him in his next chapter.”