There’s a reason they call it “show business,” and Ben Affleck—a major powerhouse in the film industry—is embodying this philosophy through innovative actions that seek to reshape the entertainment landscape.
Two years ago, Affleck, along with his long-time colleague and occasional co-star Matt Damon, and savvy investor Gerry Cardinale of RedBird Capital, launched a groundbreaking start-up named Artists Equity. Their mission is to revolutionize the financial structure for all creatives involved in film production, ensuring that roles in productions are not only more lucrative but also equitable, thereby enhancing accountability among actors regarding the success of their projects.
“It’s not for everybody. It’s for people who are willing to bet effectively on themselves,” Affleck emphasized during his address at CNBC’s Delivering Alpha conference on Wednesday. “You’ve got to invest yourself in this, but if you win, there’s a real win out there for you that’s economically meaningful.”
The company has celebrated notable achievements, including the successful release of “Air,” a riveting drama that chronicles how Nike secured a partnership with NBA icon Michael Jordan by connecting with his family. Alongside this, Artists Equity has been involved in various other sports-themed films as well as a popular Dunkin’ Donuts campaign featuring both Affleck and Damon.
Affleck passionately detailed the project and its potential to transform traditional business practices within Hollywood.
“Listen, we’re going to sit you effectively, side by side with us, and we’re gonna give you more latitude and more breadth of control,” he said, outlining their progressive strategy aimed at enhancing incentives for everyone involved, from actors to producers. “Not so I can tell them what to do, so that they can be empowered to do their best, and then you want to incentivize so that they care about promoting,” Affleck remarked, highlighting a shift toward collaborative engagement.
For his part, Cardinale noted that the industry has finally arrived at a point where the long-standing adage “content is king” is genuinely applicable. This realization is especially resonant now, as actors and studio executives alike can share in the rewards that come from successful productions.
“Most actors, they don’t care about the outcome. They get their fee, right? The agents get their fee. There’s a whole ecosystem of unaccountability,” he articulated. “Content has the ability to be king. What’s really interesting is that individuals actually can be intellectual property in and of themselves.”
“The one thing that’s new, and which is so interesting to me, is now the talents at the table,” he added, reflecting a profound shift in the industry’s dynamics. “That genie is never going back in the box.”
**Interview with Ben Affleck on Artists Equity and the Future of Entertainment**
*Editor:* Thank you for joining us today, Ben. Artists Equity has been making waves since its inception. Can you tell us what inspired you and Matt Damon to start this venture?
*Ben Affleck:* Thank you for having me. The inspiration behind Artists Equity really stems from our experiences in the industry. We’ve seen too many talented individuals not receive their fair share of the financial rewards that come from successful projects. We wanted to create a platform that is not only fair but also empowers creatives to take ownership of their work and its success.
*Editor:* You mentioned that this model isn’t for everyone. Can you elaborate on what you mean by that?
*Ben Affleck:* Sure. This approach requires a certain mindset. It’s for those who are willing to take risks and invest in themselves and their projects. It involves a lot of hard work and a commitment to the production’s success. If you’re not prepared to fully engage and take responsibility, then this might not be the right model for you. But for those who are invested, the potential rewards—both financially and personally—are significant.
*Editor:* Artists Equity aims to enhance accountability among actors. Can you explain how that works in practice?
*Ben Affleck:* Absolutely. With our model, when actors and other creatives have a stake in the financial success of a project, it naturally encourages them to invest more in their roles—making them more accountable. They know that their performance can directly impact the project’s profitability, which can foster a deeper level of collaboration and commitment.
*Editor:* What would you say to skeptics who doubt that such a model can work in the traditional film industry?
*Ben Affleck:* I understand the skepticism—change is always met with resistance. But look at the success we’ve already experienced. We’re not just theory; we’re proving that equitable models can lead to more sustainable success in the film industry. I believe in the power of innovation. By fostering an environment where talent is rewarded fairly, we can inspire creativity and collaboration on a whole new level.
*Editor:* Could you share a bit about Artists Equity’s recent achievements?
*Ben Affleck:* We’re really proud of the projects we’ve launched so far, and the feedback has been incredibly positive. The success of our most recent release has definitely shown that our model has resonance. We’re just getting started, and I’m excited about the future possibilities for both our team and the entire entertainment industry.
*Editor:* Thank you, Ben, for sharing your insights on Artists Equity and the evolving landscape of show business.
*Ben Affleck:* Thank you for having me! It’s an exciting time for creativity, and I’m thrilled to be part of this journey.
