Business and Finance
Cam’ron explains how the It Is What It Is podcast came to be
Harlem native Cameron “Cam’ron” Giles began his profession in the entertainment industry as a rapper, but recently gained popularity along with his childhood friend, hip-hop recording artist Mason “Ma$e” Beta, producing and hosting their podcast “It Is What It Is” with moderator Treasure “Stat Baby” Wilson.
Instead of talking about hip-hop, which seems to be the path that many rappers have been going these days (Joe Budden, NORE, Gillie Da Kid, Fat Joe, Willie D, etc.), the duo selected sports. The show did so well that after just a couple of months of airing, it was announced in August 2023 that the duo had signed a rumored eight-figure take care of Underdog Fantasy (a sports betting platform). The show was recently nominated for a Webby Award for best sports podcast.
On BLACK ENTERPRISESDisruptor Summit held earlier this month in Atlanta, Cam’ron spoke with Sidnee Michelle about how the album “It Is What It Is” began and how listening to Ma$e helped them make more cash than they expected he allowed it.
The “Horse & Carriage” lyricist mentioned that he was talking to a friend on the phone and had extensive arguments about the sport. It was so intense that it took two hours before they hung up. After asking himself some questions, he came up with an idea.
“All the sports programs were almost the same to me, and the shows had different personalities, but the formats were almost the same. So I said I’d invest $250,000 on this project. I didn’t even have to spend 250,000, but I said I’d reach that quantity as much as possible. If it really works, it really works. If it is not, then no.”
So as an alternative of establishing a straightforward setup at home, he spent a few of that cash constructing an expert studio. He then conducted the program in the same spirit as conversations with friends. Oh, and he wore a suit on set.
“I remember we did the first episode and people were like, why do they let Cam say that on ESPN? And I said we’re not on ESPN. We were on our platform, but it looked like a professional setup. And it took off. I did 3-4 episodes myself.”
But after inviting Ma$e as a guest, his Harlem group liked it a lot that he asked if he could “use half of it?”
After they said “yes” to Ma$e, they filmed a couple of episodes and gained momentum. After initially being offered $1,000,000, he felt there was more to gain. As the numbers climbed, he was ready to make a deal.
“When they made like $6 million, I believed, ‘Ma$e, there isn’t any point in not making a deal.’ But he had an actual number in his head and he said, “Cam, we’ve got to do this, so we did 30 (episodes) and ended up doing a $20 million deal.”
In a recent episode of “It Is What It Is,” Cam’ron mentioned that the duo was asked to accomplish that go According to HipHopDX, Mike Tyson is not going to perform at the boxing match with Jake Paul in July. But they rejected the offer. He also stated that the offer was made before Tyson’s recent health concerns.
“They suggested we go on strike with Mike Tyson,” he said. “It was before this incident and I believed, ‘I’m undecided I would like to do that.’ I’ll probably do it now.
“Cause I don’t need niggas blaming me for nothing when niggas don’t win. Like when Devin (Haney) lost (to Ryan Garcia), the nigga asked, “Why is he wearing Balenciaga sneakers?” (…) If we throw Mike out and Mike doesn’t win, I do not know if I want that sort of pressure.