For years, sports and music have been two sides of the same coin. Athletes walk out to songs from their favorite artist. Rappers name-drop their favorite teams. Style, slang, and swagger pass back and forth between locker rooms and studios, because most of the time, they’re all from similar communities but just chose different paths. Veteran music executive Eesean Bolden, who grew up around both worlds, saw the connection early in life.
“I think it’s twofold,” Bolden said when asked what sparked the idea for his company. “My parents were independent R&B artists. So growing up, I used to see them on their journey. And then I also played sports. So playing basketball my whole adolescent life kept me on the straight and narrow.”
Bolden’s life experiences, along with his vision, eventually turned into Culture Jam, the studio he founded after years working in the record business at labels like Capitol Records, Epic Records, and Warner Bros. Records. Today, the company operates like a hybrid: there’s an agency arm that builds campaigns for brands and networks, a label that pairs athletes with artists for original music projects, and a foundation in development focused on community work. For the multihyphenate, the goal is to create work that feels natural to both sports and music.
“I always say what separates us is the authentic storytelling at that intersection,” Bolden said. “We understand both sides of the coin, the sports coin and the entertainment coin. The athletes want to be the artists, the artists want to be the athletes.”
Now, Culture Jam has secured collaborations with names like Kawhi Leonard and Anthony Edwards, each handled differently. Leonard, known for keeping a low profile, required patience and trust. Edwards, who leans into his personality, brought a different energy.
“With Kawhi, that was me taking this idea out of my head and making it tangible,” Bolden said. “He jumped on board and gave us the co-sign we needed.” By the time Edwards came along, the team had experience. “We kind of know what we’re doing at this point,” he added. “It really comes down to the team and the partnership.”
“Honestly, we don’t force it,” he continued. “We try to work within their confines, what they’re organically willing to do. We’re not a service company, we’re a partner. We want to go on this journey with you only if you want to go on the journey too.”
In addition to athletes themselves, Culture Jam also takes the model of duality (or more) into their brand work. One recent highlight was helping ESPN step into New York Fashion Week last year with a WNBA-focused event that mixed sports, style, and music.
Next up is expanding into film and television. The company plans to produce projects soon, with stories pulled from the same spaces they already know. “I think we want to stay true to where we’re at right now,” Bolden explained. “We want to tell the most authentic stories, whether they be in the sports space or the cultural space.”
Giving back has always been the most important thing for Bolden. He remembers how narrow the path felt for kids like him, how often talent went unnoticed simply because no one knew where to plug in. His past informs how he thinks about Culture Jam’s future, especially the foundation arm, which he says will focus on access and opportunity for young creatives and athletes trying to find their footing.
“I’m really just trying to build what I wish existed when I was younger,” he said. “Sports saved me. Music saved me. Those two things kept me focused and gave me direction. So if we can create something where a kid who loves basketball and loves music doesn’t feel like they have to choose, where they can see a real path and real opportunity, then we’ve done our job. That’s the mission. It’s not about hype or chasing moments, it’s about creating something that lasts and actually helps people.”