Ice Cube is celebrating wins in different sectors.
As AFROTECH™ previously reported, Ice Cube has been investing his time in his BIG3, a 3-on-3 basketball league that has been expanding to Los Angeles, CA; Detroit, MI; Houston, TX; and Miami, FL. Its presence in the aforementioned states follows a reported $10 million sale each in an effort to adopt a city-based model.
“We need to plant our roots in cities so we can be more than a rolling all-star game coming through,” Ice Cube previously told Bloomberg. “It’s really about growing the sport and the league.”
While he is gaining momentum in the sports world, he is also growing in the entertainment space. According to a news release, his production company Cube Vision has landed an expanded partnership with Paramount Global. The partnership builds on an existing relationship between the parties, who have previously collaborated with the taping of the Big3 basketball league games, which aired on CBS, as well as on other projects.
The deal will allow for Ice Cube and Jeff Kwatinetz, COO of Cube Vision and the rapper’s producing partner, to develop and executive produce more content that will be made available on Paramount’s broadcast, cable, and streaming platforms.
“Ice Cube is a bona fide powerhouse whose enduring impact on music, film, tv and sports resonates with generations of fans,” said Nina L. Diaz, president of content and CCO, Showtime/MTV Entertainment Studios, in a news release. “It’s a privilege to build on our relationship with Cube Vision and continue to bring his trailblazing storytelling to audiences around the world.”
The extended partnership will launch with a scripted project that has not yet been named, which will be in development at SHOWTIME Studios. It will present a storyline focused on the Black experience in “the cutthroat world of Hollywood,” highlighting the characters’ journeys as they pursue fame.
“We are excited to expand on our successful partnership with Paramount through this unique television deal,” Ice Cube and Kwatinetz said, according to the press release. “This deal provides us with everything we need to bring amazing and authentic stories to television working with the best writers, showrunners, and television innovators in the entire business. We are thrilled to collaborate with Nina, Chris, and the rest of the All-Star Paramount Global team to build upon the great work we’ve done together.”
