Rapper, actor and activist Common has signed with SMAC Entertainment. The Grammy-, Emmy- and Academy Award-winning artist will work with the talent management, music, branding and production company to pursue “strategic brand partnerships and endorsements, non-scripted projects and brand development for future projects and collaborations,” according to a press release announcing the signing.
Stated SMAC Entertainment CEO Constance Schwartz-Morini in the release, “We are beyond thrilled to welcome Common to the SMAC family. His commitment to keeping it real and making a difference aligns perfectly with our motivating force at SMAC, and we believe Common is not just a great fit; he’s a game-changer. We can’t wait to take off on this exciting journey together!”
Beginning immediately, the new association will be overseen by Schwartz-Morini and fellow SMAC executives April Guidone and Derek Sanderson. They will be working in tandem with Common’s teams at UTA, Ceremony Music, Brillstein Entertainment Partners, The Lede Company and Tamara Brown at Think Common Entertainment.
Upcoming on Common’s project slate is the Jan. 23 release of his latest book, And Then We Rise. Focusing on health and wellness, the book addresses various topics such as achieving overall well-being and health disparities within the Black community as well as share Common’s insights and advice gleaned from his own personal wellness journey.
On the acting front, Common appears in Apple TV+’s sci-fi drama series Silo, which has been renewed for a second season. He also debuted on Broadway in the 2022 production of Between Riverside and Crazy. During the show’s run, Common hosted “Justice Nights on Broadway,” which featured a special performance and discussion about the show for invited justice advocates, formerly incarcerated people, their family members and community activists.
The Chicago native is actively involved in his Common Ground Foundation’s Dreamers & Believers mentoring program. He’s also a co-founder of the tuition-free creative arts school, Art In Motion.
Established in 2011, SMAC Entertainment represents rapper Wiz Khalifa, television personality Michael Strahan and Deion “Coach Prime” Sanders, among other clients. The company’s recent television and film productions include the documentary BS High on MAX, the second season of Coach Prime for Prime Video as well as that streamer’s forthcoming feature film, The Underdoggs, produced by and starring Snoop Dogg.