Ludacris is among the list of rappers who have found great success outside of the music business. As previously reported by AfroTech, he has established a lucrative portfolio for himself including Karma’s World Entertainment.
“Karma’s World,” the Netflix series, was released in 2021 and is inspired by his oldest daughter, Karma. Now, Ludacris’ company behind the children’s show has helped two Black companies reach a new milestone.
According to The Hollywood Reporter, Karma’s World Entertainment and the show’s production company, 9 Story Media Group, have helped two Black-owned hair-care businesses land their first-ever licensing deals — Firstline Brands and CurlyKids Mixed Texture HairCare.
“Creating a program that supports Black-owned businesses speaks to the themes of representation and community that live throughout Karma’s World,” Ludacris shared, according to the outlet. “This unique opportunity supports the power of entrepreneurship in inclusive spaces and puts Black excellence on display.”
New business partner Firstline Brands is led by CEO Joni Odum and has three silk bonnets and pillowcases as its Karma’s World-branded products. CurlyKids Mixed Texture HairCare is co-founded by Sandy Williams Bordenave and Charles Williams and has released its Super Detangling Shampoo, Super Detangling Conditioner, and Super Detangling Spray.
The Hollywood Reporter details that the new business partners are set to “receive special marketing support and networking opportunities at the 2023 Licensing Expo in June at Mandalay Bay Convention Center in Las Vegas.” What’s more, 9 Story Brands has teamed up with The Gathering Spot to provide customized memberships to the hair-care businesses.
9 Story Brands is excited about the inaugural partnership with Firstline Brands and CurlyKid Mixed Texture HairCare as the production company strives to make space for better representation in the industry.
“Black-owned businesses have been historically underrepresented within the licensing industry, and it’s critical that we work with partners that align with the DNA of the brand and work towards better representation on-shelf,” 9 Story Brands co-vice president Kyra Halperin said in a statement. “We are thrilled to partner with CurlyKids Mixed Texture HairCare and Firstline Brands — each a first-time licensee — to develop exciting and innovative extensions of the Karma’s World universe.”