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Ari Emanuel on the Future of Entertainment: Hollywood, AI, Creator Economy, YouTube vs Netflix Podcast Episode Top Keywords

Ari Emanuel on the Future of Entertainment: Hollywood, AI, Creator Economy, YouTube vs Netflix Podcast Episode Summary
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Ari Emanuel on the Future of Entertainment: Hollywood, AI, Creator Economy, YouTube vs Netflix Podcast Episode Transcript (Unedited)
Arya Emanuel, the newest kingpin of combat sports. One of Hollywood’s biggest power brokers.
It’s everywhere ram the boardroom to, you know, know, even politics. There was another figure named Ari Gold that many people thought was named after you.
The straight talking deal maker has a reputation for getting what he wants.
I’m back and you’re fired.
Emmanuel has worked tirelessly to transform endeavor into a multibillion dollar behemoth.
Ladies and gentlemen, please welcome Ari Emanuel.
at that dinner? Exactly. Yeah.
Did you see that panel? Yeah. You know Alex?
I love this book. Yeah. The book is incredible. Yeah.
Ai what we just have to cover there on my take. Sai Well, let’s start
at the beginning. Ari, you have had an incredible arya. You build an incredible business. And recently, you’ve had the opportunity to merge a bunch of assets and just the thing has just taken a a life of its own. Can you maybe walk us through the last four or five years of the evolution of Endeavor and, you know, your process of first leaving, building a business, then scaling it up, and just all of that Yeah.
Action, the TikTok of it all?
So, March 29, Ai Sai first came here, I was making 15¢ a mile when I moved to LA. Ai to work at CIA, etcetera, then started the company March, twenty ninth on my birthday, ’30 almost thirty one years ago. Had this idea about where, content was going from George Gilder, who wrote this book ai that for television, and said there’s gonna be infinite distribution, and then content’s gonna be really, really valuable.
And there’s gonna be many forms of content. And so we kinda went out and started growing the business and trying to get into every sector of the business. Made a two horse race with when we, quote unquote, merged with William Morris. I think one of my best deals, actually, that merger.
And then when Teddy Forsman passed away, bought IMG with Silver Ai, who had come into the company, and then we were in sports. And then we realized it was all in the representation business, and then realized that because of what we built, the infrastructure we built in the global scale we had, and the production and representation, we could start owning some of the assets as opposed to just representing them and kind of put them through our filters and kind of create more value.
And so the first thing we did is we bought, this company called Professional Ai that was, I meh, making $3,000,000 a year in profit. We turned it into a really nice business. It’s still growing. And then because of that, and we had you know, we negotiated every day against networks and studios.
The UFC came up, and we said, okay. Let’s take a big swing. The funny thing is when we bought IMG, they say we overpaid. It was the cheapest sports acquisition ever happened. And definitely, when we bought UFC, they were ai at
At the time it looked incredible expensive. Yeah.
And all we had to do was ai of make a broadcast deal that then took the multiple down from 30 20 times to kinda under 10. We then thought we could take all those assets, my big mistake here, a conglomerate. Yeah. The marketplace just didn’t understand it.
And so we tried to take it public right before COVID. Failed. I didn’t realize how hard it was to go back out. Finally got it back public. We we ai rolled all of the UFC into Endeavor. And, we still weren’t getting any value. We then Vince said meh, and we merged the assets.
A pure play was in sports. Sports entertainment was a better conversation with the street.
I mean, when you started, we had the traditional cable networks, then we had cable. Right. It was a very ai hierarchical and easy to understand hierarchy. Right. And then you have the streamers, and now, you know, this afternoon we’ll have Neil Mohan from YouTube. Right. Then you have characters like the Meh.
Beast of the world who can go direct. So it’s very chaotic.
It’s actually just back to George Gilder.
It’s back to George Gilder.
There’s infinite distribution Right. Many forms of content. People consume podcasts. People consume, you know, stuff on Instagram and TikTok. People consume stuff now on the streamers. And so and I do I don’t believe that traditional business is going away for a long time because a lot of us sports guys have the NFL, the NBA has still sold stuff there, plus also sold it to the Amazons of the world.
And so you just have a vast kind of map of where distribution is.
So distribution has gotten vast, but a lot of people would say, some people would say, the kinds of content has gotten a little ossified, calcified, rigid maybe.
Meaning ai, you know, you don’t see ai the broad swath of the content that you would see maybe fifteen, twenty years ago. People don’t get
I don’t think it’s more content now.
But do you see people taking creative risk the way that they used to before?
I don’t know. I think I think I think Ai can’t get enough content. I don’t think I don’t know about you. There’s gonna be more content than there’s ever been. I think there’s incredible voices ai that’s being made is there’s a vast majority, and I think it’s really incredible.
Ari, what do you think of podcasts and the general movement of top talent, Megan, Tucker
Okay. Sure. We’re we’re a little bit behind them, but, the ability for them to be independent and not affiliated with the network Yeah. This is something we have not seen in the industry. There were gatekeepers. You used to have to get packaged, represented, and now, you know, people come to us all the time with different opportunities to join, different networks.
I won’t talk about any specifics, but we’ve decided, well, why would we need them? Yeah. Why why would we need them if we have this amazing audience that
we sai be ai podcasting business is gonna turn into the syndication business that used to be on the broadcast and the station groups. So Oprah was the behemoth.
The King World ai of thing.
Yeah. Yeah. Oprah was the behemoth, and then doctor Phil and doctor Ai. She launched a bunch of them. You’ll probably see that reincarnated through people with podcasts if they want to.
Yeah. So you’re saying we could then syndicate
Yeah. Syndication model through this, through the multiple channels. So we
should be a network, and we should develop talent. Yeah.
You need some representation, guys.
But but but But here’s the problem, Azari. It’s like a lot of the representation, to be totally sana, don’t yeah. And we would only consider a peer, you know, relationship with somebody who has done it before at a high level if you know anybody.
You know? Well, are you Anybody good, I don’t know.
We’re talking about you already. Yeah. One of the things
I’ve noticed has become a common kind of thread with these big independents is they move from what used to be kind of commercial ad placements to sponsor deals where they got one sponsor to eventually owning their own business. Correct. And the value there is so much greater because the multiple you get a multiple on revenue. You don’t just get advertising the marketing line.
You know, Tucker has his Alps product, which J. Cal, fortunately is not on today. No. Please don’t put it
use the promo code all in?
Well, Jimmy’s got, his chocolate bar company. Yep. Is that the future, do you think, for monetization for the big independents? Is that they actually own the equity in what historically have just been sponsors for them, and that’s where the value is?
Own the equity in your podcast. Right? And then a lot of people and we started this business, I don’t know, about ten years ago. We called we started at WME, we called Talent Ventures, where a lot of musicians, actors started Because, you know, with the broadcast networks and cable channels ratings going down, you know, manufacturers had to get to the audience.
And so they used to do it through commercials. When that rating went down, they started then giving equity or people started launching, you know, a lot of different products. Sometimes it was alcohol, sometimes it was perfumes, sometimes it was food, etcetera. That will now start happening with people like you, other podcasters.
What if Paltrow has done an exceptional job?
That’s just a natural evolution because of where broadcast television is and cable television is. Manufacturers are gonna have to get to an audience. You guys have a very big and loyal audience, this events and things that you do, you know, over the air. You know, products will come to you.
You will make the ai, are you taking the sponsorship dollar or are you taking the ownership dollar? And that’s just the evaluating the economics and and whether you believe in the product. There’s a lot of things that go into that.
Yeah. Ai, how much of your time are you spending trying to figure out where ai all these next gen AI tools either help you, give you maybe operating leverage to actually go and be even more creative on the content versus maybe disrupt some of the legacy folks you’ve worked with?
You know, we have a whole program being set up at TKO and and and William Morris about kinda how AI can help us. On the production side, there’s a whole another that the studios are doing and our clients are doing. You know, I have I’ve made a decision. Ai don’t know enough about AI. I’m not smart enough to know enough about AI. I’ve made a decision that live is content is where I’m gonna sit.
I’m really good at that. I’m really good at monetizing that. So we have a pure play sports, sports entertainment business. I just launched, which will launch in October, kind of what I believe is the next ai of live events business. You know, you have our sports business, you have Ai Nation and Michael Rapinoe is an incredible that’s pure play music.
And I think there’s When we were a public company, now we’re a private company, we had 700 events inside Endeavor. I have, it will be completed in the first week in October, bought a lot of those. Raised about $2,000,000,000 and ai 900 Sana I’m gonna go pure play and events. Because I think it’s the opposite.
If you have AI over there, the opposite bet on AI is not data centers. It’s live. You just want connection. You
want connection. You want ai.
And I think it’s kind of like a four day work week now. Probably going down to three. Ai was seeing Elon and seeing the robots. Probably three day work week for full employment. There are gonna be a lot of free time. We definitely all need connections as we can see right here.
And so my whole thesis is live. And I think on the William Morris side, which is incredible, there’s only two representation business. William Morris is the biggest one of all of them. And there’s gonna be more room for competition.
I sana sai down and double click into this. Just wait. Yeah. So we work Monday through Friday.
Saturday Ai don’t think a lot of people work Monday through Friday anymore.
We used to. Monday through Friday. Saturday, you’re schlepping the kids to soccer. Sunday, you get a rest sai, watch some football, then rinse and repeat. That’s all a lie now. That’s going away.
No. No. No. Right now, drive times, average drive times in America, eleven to four. So people are doing their chores
Doing their stuff that they have to do on the weekends, in the morning or in the afternoon. They have their mobile phones, they’re doing their stuff. Thursday, hotel bookings are way up. Way up.
Sai they’re Three day weekends.
Three day weekends. I am shocked. What? This is the Uber Eatsuma market. Please up from back there. You should start drinking coffee. Because if you just look at the data, we’re at four day work weeks now. I think it’s going to three day work weeks.
Which means more time for entertainment is your key piece. Sai it’s SACs you wanted to get in.
Well, I was gonna just build on something Jamal sai, which is you you have so many different things you’re involved in. How do you decide how to prioritize your time? Because you could be, I don’t know, helping William Morris ai. There’s representation. It could be a never ending job by itself. You’ve got TKO. You could be looking for new acquisitions. How do you decide how to spend your time?
Thank God. I have ADHD. Listen. Actually, this Friday is two years since we did the merger at TKO. We merged at, I think, a $100 and then went down to 79. Anybody sai they don’t look at their stock ai, I look at it every, like, 19 times a day. Ai, we hit 200. We’re doing, I think, everything we said we were gonna do with regard to ai of streamlining the two businesses, integrating them.
We brought over in February, PBR, on location, and IMG, which kind of fills out the suite of what we do at TKO for everybody that wants sports. We’ve made our broadcasting deals, and we’re just kind of powering away at what that, you know, focused on what we have to do.
Are you personally, at this point, just kinda out of representation?
dip down sometimes and and help clients? How do you see that?
You know, being in the representation business, whether it be Marty Scorsese or Dwayne Johnson or Mark Wahlberg or Tyler Berg or a whole Greg a whole host of my clients, Aaron Sork, enables me to make the deals over at TKO because I’m in the conversation Right. With YouTube, Amazon, Netflix, vatsal the people I need to be in business.
And Ai do that the running of that business now, because I’m not in like, you didn’t call this person back. I don’t do that anymore. But in the representation of my clients and the clients of the agency, I’m in it every day because it does help the other businesses.
Which platform are you the most obsessed with? YouTube? Netflix? All. Okay. But which one, if you have a client, do you think is the most important over the next five or ten years?
Who’s gonna pay them the most amount of money and creatively enable them to do what they want?
Well, alright. Let meh me ask you a question on Ai is a really important question. I was gonna ask this of Neil as well. I’ve heard from a number of folks that have historically done production YouTube because Netflix, ai the margins compressed and so they’re offering
And and so I’ve heard a lot of folks say, well, if I go independent, I have unlimited ai. If I publish on YouTube, I just need financing. Is there an emerging world?
Listen, those are different It depends on where you’re at. If it’s a YouTuber.
Right? And they wanna scale up.
And they wanna scale up and they they have x amount. They’ll probably start on YouTube or start on or start at Facebook or start on Twitter. Once they get to a certain level, they’ll make a decision. Is do they have a product that’s right for a half hour or an hour on Netflix or a feature film?
That’s different from what YouTube’s business plan is and Neil will talk to you about that. So again, you can’t generalize that conversation.
Are you seeing a burgeoning of independent financing for production that would go out on YouTube? Like where folks are saying, I just need production financing. Find me some partners and then You
that’s not something you’re seeing ai of scale up right now.
I’m definitely not in that speak. If you know, David sai, Ai I That’s not something I I do see. There’s people in my company that do That we have a whole division for YouTubers, etcetera, podcasting. That’s a whole group that we’ve started. It’s very successful right now.
Ari, there was a time when the dream of content creators was being able to own their IP. Netflix came in and said, hey, we’ll pay you much more Right. But you don’t get to own the Simpsons anymore. Right. You don’t get to own this Ai. Yet Well, meh,
the syndication ai as broadcast television started to fade away as this but there was a at the beginning, there was a third window, which was Netflix. Now, the cable and the station group window has kind of dissipated a
Right? But when you still when you make a deal at a broadcaster, smaller now, you do have a bidding war between Netflix, whether it be if you’re at NBC, Peacock, we just finished a big we’re finishing up a big deal for The Office, which started on broadcast. The new stuff, they’re buying out.
Yes. Yeah. So you don’t have this opportunity to do what, you know, The Simpsons did, to do what South Park did, to do what Seinfeld did, But you yourself are ai last
feel like just made for South Park is pretty good for the guys. No.
I know. But that seems to be the last generation to get that. This new generation seems to be just giving their IP over to Netflix. You yourself are saying, I want to own the IP, and you’re choosing to buy them. So what is your advice to the clients? Because they can’t become billionaires if they don’t own IP.
Sai there’s a client ai the name of Noah Hawley who just had the Alien Earth show that it premiered on at Disney. He did Fargo also. Incredibly talented guy. I just signed him. Right? He’s sana make a new deal. Now back in the day, Greg Daniels or Larry David or Aaron Sorkin or Jim Brooks’ clients made an unbelievable amount of money.
All of those people Ai said did very, very, very well. Yes. He will not make as much money as they did in syndication, but he will do very, very, very well. So if you’re really talented and you have success, you will do really well. And when it’s when it gets re aired and re and resold, he’ll do very, very well.
It’s not if you have a show that goes into syndication and and it gets $6,000,000 an episode, you can’t make $5,600,000,000 anymore. But you can make
Meh. More than that. But you can make you can do very, very well.
I’m not crying. You’re famous for fighting hard. In fact, there was an iconic character created on Entourage for that. Yeah. Which was your favorite fight? Is it Sherry Azoff? Was it Justin Baldoni, Mike Ovitz? Which did you get the most pleasure fighting with? Of all these iconic fights, you’re ai.
Just said all? No. I mean, I listen. When when you’re at the beginning of your career thirty years ago, and you do not have the ability to change ai, and you have, at the time, you had William Morris, ICM, UTA, Sai. And you’re the fifth and you you have to fight really hard because people just think you’re a chump. Right. And I don’t Yeah.
When people don’t think because I’m dyslexic. I remember growing up. Anybody that thought I was stupid, they touched the third rail. And so when you were growing up in this business and everybody thinks, oh, you’re just Yeah.
You gotta I’m I’m not I’m not good there.
is a and this is a serious question. Bringing Entourage back. Why hasn’t this happened? We love this. We grew up on it. How many people wanna see the reunion? You’re the guy who can make it happen. I’m friends with Adrian Grenier. I talk to him all the time about it and he sai, not a choice.
Are you guys having David Zaslav on this on this panel?
you guys should call him. I don’t know.
Is he holding the strings?
Well, yeah. They HBO? HBO.
But you’re Arya. You could go and just tell them to do it.
Let’s help let’s help that deal happen.
On competition, was Michael Ovitz sai meh to you or a competitor?
I worked for Mike for, I was the mail room, then I was on a desk. He was, you know, you he was incredible. And you he kinda changed the business. Before him was Lou Wasserman. They would be on Mount Rushmore. I think Mike did sai many things right. I mean, he was a visionary for it.
The one thing when I was a young guy looking at it and looking back at it, you know, he started he took Coke. I think it was from Gray Ai at the time. I think it was Gray. And I always said to myself at the time, like, he had so much currency at the time. Why didn’t he buy gray advertising?
And he could have changed the dynamic of the agency. He could either take it public. And so that went and then I was at this company called InterTalent. They kept up. Ai see him. ICM, like, had the greatest agents all, and it just was bad management. And then we started the firm.
And I just said, you know, I’m not gonna have a bad culture like ICM. And when the opportunity comes, I’m gonna go for assets that I could own and change ai of the dynamic of what an agency sana what representation and what
because that’s what no one had done before is think in terms of equity. Yeah. Are there any assets that you don’t own that you wish you did? Or or would you like to buy a studio? Would you like to buy sports teams?
What I don’t wanna buy a studio. I don’t wanna buy a sports team.
I just started this company. I raised about $2,000,000,000. I’m gonna start this big events company. So my plate’s really full. I’m loving life right now. And, yeah. I mean, TKO is on it’s in a great place right now with all the deals we made. We have a great partner in, David Ellison.
And you saw what happened at the VMAs where our thought process, they put it on MTV, they put it on CBS, and they put it on streaming. The largest audience they ever got, that’s gonna be the same thing for the UFC. And now Bob Iger and Jimmy Pitarra are gonna launch, the the WWE on ESPN.
I think it’s gonna be incredible for that asset. Sai Do
you think that all sports
I mean, I don’t there’s nothing left right now.
We’re launching you know, we have a big fight this weekend, the Canela fight with Netflix. So we’re in a good place. Arya, do you
think that all sports continue to do well in the future? Or will some sports have to adapt for, you know, the fact that kids have a shorter attention span Yeah. They just need faster action? Like, what happens to things like baseball? What happens to the, maybe the slower, more prolonged sports?
You know, I I think everybody’s gonna have to adapt. The thing I like about our sport is the it’s ai the UFC. It’s fast. It’s fast. Bull ai, eight seconds. You know, you get it. You can watch it on your phone. WWE is family entertainment. And and all of them are, both the UFC and the WWE arya huge global brands.
I think all of them, except, you know, I had a conversation with Roger Goodell yesterday. I was like, how many story lines can you meh? It was an unbelievable weekend, except for Monday night when the bears lost. But, I think a bunch of them are gonna have to adapt. And I think for some of them, pricing is gonna have to come down because, I don’t think, the The US domestic market is the right place for them.
As it relates to hockey and baseball, the big ones, they’ve done an incredible job adapting to the ai of new environment.
Ai think baseball’s cut like forty minutes off of the average. Yeah.
They’re really It’s incredible what they’ve done. They’ve always been innovative when they launched Ram, and they’ve been ahead of the curve. So What
do you think about international markets? Obviously, India and China, huge markets. The NBA has done an exceptional job. They’re probably gonna have something in Europe. The Knicks, my Knicks, which are gonna win the chip this year. They’re gonna be playing in Abu Dhabi, their preseason games.
How how do you view the internationalization of these live events?
I mean, just look at that Brazil game for the NFL. Incredible. Look at what baseball did when they launched the Dodgers and the Cubs in Japan. Everybody’s realizing the value that can happen now. We just had a UFC event in Shanghai, which we have a facility in the a PI. We’re going to Abu Dhabi.
We we’ve always you know, ours has been international. It’s a requirement for continued growth in the sports that you have to go international. Sai all of them are gonna adapt a little bit and try and figure that out.
I wanna I wanna shift and ask a personal question. You come from an incredible family. Your brother Zeke is an incredible doctor. Your brother Ram worked at the White House, was mayor of Chicago. You’re incredible. Ambassador
Ambassador to Japan now. Yeah. You’re an incredible entrepreneur and businessman. Is there a competitiveness? Has there ever been competitiveness amongst the three of you as you guys are?
Think one’s in Chicago, one’s in Washington, one’s in LA? The cities are big mouthful when they come together, like, you know, like, explode. Yeah. I mean Really? Yeah.
But where did it come? Where did it wait. But where did it come from? Ram.
Well, let me just tell you something. I’m winning. Where
did it come ram? And who did who did mom love most?
You know, my mom says this all the time. My ram used to say, you don’t love me as much as you love Zeke. Zeke is the my the doctor and then and the vice provost at Penn. And she goes turns to him and she says to all of us. She goes, I hate you all equally.
Still trying to get mom’s love.
I got it. And what about your long term you have a long term friendship with one of our besties, Elon. Yeah. How did that evolve?
After nine eleven, I gave up my Ferrari. I bought a Prius. Didn’t really like the Prius. I was looking for a better car. I read the article that he’s launching. I just call him. He picks up, comes in the office. I sai, I have to have one of these cars. I think I got number 11. I still own it, the kind of the first model. Yeah. And he and I have just been friends, ever since.
I just actually on Tuesday, you know, I went up to see the robots because I wanna do a UFC fight with his robots.
And the robots Meaning robots versus robots? Yeah.
I mean, it’d be incredible. Yeah. Yes. And I saw what he he’s creating. The man’s a genius. The the hand is incredible. Their ability to kinda he had one. He showed me one that was kicking, and and boxing. And when he talks about it, he talks about you know, there’s probably about a 100,000,000 people in The United States that actually are working bodies. Right.
When you have a robot, it it occupies five people, works twenty four hours a day, and there’s no HR. There’s no issues. He says the you know, he goes through the he goes through all the numbers. And it’s it’s sai it’s an incredible argument. And I think he’ll be able to produce a million of them. It’s gonna be really profitable.
And they’re gonna cost a dollar an
hour to operate. And when I saw what he what the hand was doing, the the I think it was the third or fourth generation. Yeah. I I was like, it’s incredible. And now the movement and the charging that he’s got down, it’s really he’s a special human being in that in that capacity.
Really, really. He really
is an American treasure. Ladies and gentlemen, Ram. Emmanuel.
Thanks, bro. Thank you. Thank you. Thank you. Thank you. Thanks. Trust it.