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Rapper, actor and activist Common has signed with SMAC Entertainment. The Grammy-, Emmy- and Academy Award-winning artist will work with the expertise administration, music, branding and manufacturing firm to pursue “strategic brand partnerships and endorsements, non-scripted projects and brand development for future projects and collaborations,” in response to a press launch saying the signing.

Stated SMAC Entertainment CEO Constance Schwartz-Morini within the launch, “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 instantly, the brand new affiliation shall be overseen by Schwartz-Morini and fellow SMAC executives April Guidone and Derek Sanderson. They shall be working in tandem with Common’s groups at UTA, Ceremony Music, Brillstein Entertainment Partners, The Lede Company and Tamara Brown at Think Common Entertainment.

Upcoming on Common’s venture slate is the Jan. 23 launch of his newest ebook, And Then We Rise. Focusing on well being and wellness, the ebook addresses numerous subjects reminiscent of reaching total well-being and well being disparities throughout the Black group in addition to share Common’s insights and recommendation gleaned from his personal private wellness journey.

On the performing entrance, Common seems in Apple TV+’s sci-fi drama collection Silo, which has been renewed for a second season. He additionally debuted on Broadway within the 2022 manufacturing of Between Riverside and Crazy. During the present’s run, Common hosted “Justice Nights on Broadway,” which featured a particular efficiency and dialogue concerning the present for invited justice advocates, previously incarcerated individuals, their relations and group activists.

The Chicago native is actively concerned in his Common Ground Foundation’s Dreamers & Believers mentoring program. He’s additionally a co-founder of the tuition-free inventive arts faculty, Art In Motion.

Established in 2011, SMAC Entertainment represents rapper Wiz Khalifa, tv character Michael Strahan and Deion “Coach Prime” Sanders, amongst different purchasers. The firm’s latest tv and movie productions embody the documentary BS High on MAX, the second season of Coach Prime for Prime Video in addition to that streamer’s forthcoming characteristic movie, The Underdoggs, produced by and starring Snoop Dogg.