Why Ice Cube wants fans (not billionaires) to own his league

[00:05] and I am so excited for my next episode here on the pod. It is with businessman, here on the pod. It is with businessman, musician, entertainer, frankly icon. And to see you. >> Good to see you, too, man.

[00:18] I can't believe I thought it was 9 years that you launched Big 3. You told me it was 10. It feels like yesterday. I league? We just got news on you now

[00:32] a surreal moment for you. >> Very. It's been a labor of love. You know, I love basketball. And

[00:44] always have a hangover after the NBA finals. So, I'm always like, I want more. I need more. And um So, this is a league was started for guys like me and sports fans like me, basketball fans like me. So, um

[01:00] this uh for basketball fans. You know, it's not really about me. You know, I could have probably had these guys play in my backyard for a lot less money.

[01:15] in my backyard for a lot less money. >> [laughter] the the public can grow with the league and

[01:28] you know, and really participate in the upside of what we're building as a sports fan is great. Well, first of all, I remember when you when you launched this and I'm like,

[01:42] holy that makes a lot of sense. Like, why can't this be part of the How could they they didn't think of this? Like, this is such a such a good idea. Like, how did you I mean, one, how did you identify that

[01:55] number two, like what was that What was that first 6 months like trying to get something like this off the ground? >> Um I didn't find a market. I just know my love of basketball and how much three-on-three I play, you know, I end

[02:11] you know, if you really think about it, most people play more three-on-three than they do five-on-five. And so looking at it around the world, three-on-three is more popular than

[02:24] three-on-three is more popular than five-on-five in a lot of places. So you know, I looked around and said, "Why nobody professionalized it?" I mean I looked at what FIBA was doing. You know, it's good, but it still feels

[02:37] like a amateur backyard playground sport. um we elevated it to the professional level and um attracted some of the biggest names in basketball.

[02:52] names in basketball. And so that's been fun and amazing. you know, we got something that people want. months were crazy cuz we thought

[03:06] everybody was going to come running. You know, we had a lot of cachet. You know, having players like Allen Iverson in the mix. that didn't happen. You know, people don't invest in first-year leagues too

[03:21] much cuz they always fold. And so uh you know, we had to overcome you know, the obstacles of doubt. >> You know, as someone that has known so much success over so many

[03:36] decades, was it frustrating to hear no or not get a call back on something you or not get a call back on something you are so clearly passionate about?

[03:48] like I'm a creator, artist. You know, I do my thing. Um

[04:00] >> It's another, you know, it's another thing. you know, rich people are very more picky than poor people >> when it comes to you know, um what they want to get a

[04:14] part of. You know, and so it wasn't easy to get see the vision. But I knew if you didn't see the vision, >> Mhm. >> And if you did see the vision,

[04:29] that's who I want on my team because you know, we're going to do what it takes to to make it work. Um so you learn, you know, I learned a lot of lessons about that part of uh

[04:43] you know, investments and and trying to get something new off the >> Why raise more money just to stay in private?

[04:57] >> Because if you, you know, continue on the same route, we're going to have a league just full of billionaires, like league you know, team owners and it's going to be the same group of guys

[05:12] it's going to be the same group of guys getting in on the action, which is fine. I don't mind, but we want to make sure the little guys can get in on it, too. You know, not just the guys with the super deep pockets, but guys who um you

[05:26] sports fans want to grow with the league. They understand this league can be around for a long time and as we grow, they grow, and I giving them a shot at it. Um

[05:40] who's a been a sports fan forever. And um you know, this this is going to be a dream come true for a lot of people. >> I love hearing that story cuz at the rate we're going, all sports teams are

[05:55] tech executives. That's where all this is going. Like this is this is crazy. It's crazy. >> nothing wrong with nothing wrong with that, but at the end of the day, you know, we want to give everybody a shot

[06:08] at the growth of this league. You know, they've been a part of it. You know, our ratings are better than MLS and NHL and we want to continue that. We want people to feel like they could be a part of it

[06:22] without just buying a ticket or buying merch or you know, betting on the games. You know, that's cool. We we we want people to actually you know, be enthusiastic about the

[06:34] growth of this league. >> So that the IPO is expected to happen exchange yet? The New York Stock Exchange, Nasdaq? >> Uh I believe I believe it's going to be on the stock exchange.

[06:47] >> Okay. Do they You know, in the lead up to this investors, the company's going to go public, you got to sell them on your vision, etc. What is the Big 3 today? Like what does the business look like?

[07:00] >> You know, we we own all our our media, all our sponsorships, partnerships. You know, that's grown the league. Um you know, the big the big thing is the media and

[07:15] with different different platforms. Uh right now we're on CBS. Um but, you know, we have games that are not on CBS that we want to put on a

[07:30] major platform. You know, if we stay on the path that we're on, you know, we're going to you know, end up taking a deal, a multi-year deal that um

[07:44] might not be right but might be financially right. You know, by by doing it this way we can be a little picky. We can um make sure that the deal is perfect for the league

[07:59] and uh do it for the right reasons and not just do it because um you know, we have to to uh you know, make sure that we have you know, financial um capital to to keep it rolling. So

[08:15] we want to you know make smart deals for the right reasons. This will allow us to do that and grow at at the correct rate and not and not try to grow, you know, too fast with the wrong platform.

[08:30] to be CEO of the company? That still stays intact? >> I am for now, you know, um we find somebody uh that you know, ready to take the reins you know, this is this is not an easy

[08:46] >> Sure. >> You have a lot different high uh you know, high-profile personalities uh that we have to navigate um sometimes it takes a high-profile

[09:01] >> Uh and so need to hear you on an earnings call. Like I please don't go anywhere. Like >> Uh I don't >> I don't plan to

[09:14] >> All right, thank you. Thank you. >> to see this to to the end. Uh you know, but you know, we we we want the best man in the you know, frontrunner as far as the

[09:29] evangelist for the league. It you know, it takes somebody like me. Um you see, you know, what Dana White has to do to to keep his league going. Uh Vince McMahon for years, you know, led, you know, out front now is uh

[09:45] you know, Triple H, but yeah, you you got to lead from the front. >> It is a it's an amazing time to be innovating in sports. I see what you're doing here at Big 3. I was talking to

[09:58] Shaq on what he's about to launch with Dunk Man. I even see the growth in pickleball. And a lot of these games tie back to like you know, pickleball with tennis, uh you with the NBA, uh Dunk Man with the with the NBA. Like,

[10:10] what are some of these major leagues not not getting about their own sport and not getting about their own sport and their own fan experience? >> Uh you know, I think a lot of those big leagues,

[10:24] you know, they feel like if it ain't broke, don't break it. So, they you know, they they carry it with you know, with with uh you know, very You know, they don't want to mess with nothing that's not what they consider

[10:39] broken. Um but fans want more. They want um to be included and not just be spectators. Uh with the Big 3, there's a there's a huge um

[10:55] huge um uh there's a huge opportunity when it comes to youth sports uh to get kids playing three on three at the rec league playing three on three at the rec league level. We've partnered with RCX,

[11:08] one of the biggest in the business when it comes to youth sports. So, you know, that's a that that's giving three on three a bigger footprint with the youth, three a bigger footprint with the youth, um playing organized um three on three

[11:22] um playing organized um three on three the Big 3 fireball style. And so, you know, things like that, um expanding internationally. You got the World Cup day. >> Mhm. The best on three

[11:36] um leagues in the world, best on three players in the world competing in a players in the world competing in a major tournament for the world. So, you know, we have a a global view a vision of the league.

[11:50] And um you know, when you break it down, the world. Soccer, basketball, and uh boxing or MMA fighting.

[12:03] Uh and so, you know, basketball globe. >> What's the uh you know, I've been watching the your league for I mean, really almost since it started. And when

[12:16] I watch it, uh what catches me is how fast-paced it is. I mean, not that the NBA that's the moving slow, but there's just something very interesting and Not unlike I've I've also been watching and gotten into a cell GP. Uh that

[12:31] the through the roof as well. And their graphics on screen are very engaging, they're colorful, they move fast. But in your view, like what makes three on your view, like what makes three on three so popular?

[12:45] >> It's our style of play. Um it's a real mano y mano game. And you have to have all around basketball skills to be a successful in three on three. Uh you got to be able to pass, dribble,

[12:59] shoot, and defend. You can't just be a specialist, you know, being a three-point guy or rebound guy or defensive guy is not going to help you in the Big Three. You got to be able to do it all.

[13:13] And it's a sprint. It's first to 50 win. So, there's no there's no um time out, you know, it's like a drag race compared you know, to a

[13:27] you know, um they turn it 500. It's 500 laps. Not 500 laps, you know, it's first to 50. It's no garbage minutes cuz there are no But there is a shot clock that's 14 seconds. So,

[13:42] got to get the shot up. And it's you know, makes for very fast all out um game where guys can't take a you can't >> What is uh what really caught my attention here is that you have

[13:58] you have Dr. J uh what coaching a team and you got Clyde Drexler as your commissioner. Like what is it like working with two icons in this sport? >> Uh basketball heaven.

[14:12] Um Dr. J been with us nine years as a Dr. J been with us nine years as a coach. Uh that's that's incredible. And coach. Uh that's that's incredible. And uh having Clyde there for eight years. I

[14:24] mean nine years. One he was a coach for one year, but then he became the commissioner. And um it's been a dream. You know, they you know, basketball royalty, you know, Hall of Famers who

[14:39] teaching us how to treat the athletes better than they were treated. Uh and and you know, we we listen to those guys and we respect them. We've named our trophy the

[14:53] trophy the the Julius Dr. J Erving trophy cuz he after him. Uh he's won he's won in every league but the Big Three. So,

[15:06] >> he made it to the championship, but uh he got to win it this year. >> It says so much about I think what you have built that those two Hall of Famers with you. >> They're still here.

[15:20] >> Um >> That's important, you know, that shows they wouldn't be still here if we was putting together something that that wasn't worth their time and effort. And that was great for basketball.

[15:35] you know, I respect those guys so much. them. And hear those stories. >> What um what role did sports play for

[15:48] >> What um what role did sports play for you growing up? take accountability. Um football and you know, not even

[16:05] and in a game, but in practice, you know, you put on that helmet, you strap it on, and it's just you out there, you know. Big brother, daddy, mama, nobody can help you out there. It's just you. It's

[16:18] And people going to know if you messed up. So, it teaches you how to work as a team, accountability, uh giving up your all, uh understanding you can't do it all by

[16:34] Um and just, you know, pressure. So, it is really a a great kid to be able to, you know, go from a boy

[16:50] through sports. >> Mhm. You know, you have so many different facets to your career. I'm talking to you as the CEO of a of a 3, but I grew up on a personal level listening to your music and watching

[17:04] your movies. So, I mean, you're you just announced, I think I got through it, the next Last Friday is in development. Like I'm a fan of that franchise. What took so long? >> Ask Warner Brothers and New Line and

[17:18] >> Now, the leadership that was there at the time didn't see the vision, didn't see how much this meant to the audience. Maybe they did, but they were dragging their feet on on on doing the movie.

[17:32] feet on on on doing the movie. And so, it took took new leadership who understood the franchise and what it means to people who uh who ready to promote it in a major way.

[17:45] you know, I'm glad that Mike De Luca's there and ready to go. >> Do you say Hollywood underestimated you? that because you have the numbers to back it up. I Every

[18:01] uh which I want to mention in a in a second a little more, but all of these have been hits. >> Yeah. No, I mean, some of them, you know, a few of them

[18:14] but most of them haven't. Yeah. Uh But, you know, Hollywood no matter how big your movie is, you know, when you're going in there with something new, you're starting from

[18:28] the bottom again working your way to the top. And uh then they decide to do and you tell them, "I told you it was a >> [laughter] >> Is is is Jump Street in Have you started

[18:42] where does that stand? >> It's coming together. >> Okay. >> Um everybody has agreed to do it. So, it's really about, you know, finding the exact time and moment where

[18:55] everybody's free and then you and then go for it. >> Do you feel like what is the pressure to continue to make these hits? You know, after the first uh iterations of of, you know, Jump

[19:08] Street success, uh the Friday series is uh very serious uh success. Like do you like holy what if this is not a hit? Like what goes through your head? >> Uh, you know, you want to make a movie that to me that can stand stand on its

[19:22] own. That doesn't have to rely on the movies that come before it. So, with something like Friday which I um you know, it's going through Cube

[19:36] Vision. You know, Jump Street is uh Jonah Hill. You know, that's that's his thing and Neal Moritz and those guys. So, I'm on the team with that. Uh, but but with with something like uh

[19:52] you know, the Friday movie, it's all about making a a individually funny movie that can stand on its own for this day and time. That's fun, you know, so it if it make me laugh, I think it

[20:07] >> I think you know, I think it's going to make everybody >> After uh after all these years of creating all this music um that's defined generations, movies that have defined generations, like what keeps you

[20:20] motivating uh motivated just to continue to do what you're doing whether company? >> Uh, I love what I do. You know, love to uh create at this level.

[20:35] Um you know, there's no bigger uh canvas for artists than a than a movie screen. Um so, you know, it's it's creating at the level that I want to be and

[20:51] pretty good at it, you know, self-taught. So, you know, I really um to keep giving people the stuff they can enjoy.

[21:03] Um pass the time, you know, escape from from their reality and and um feel good about it and be able to enjoy it over and over again.

[21:15] conversations the past month or so with will.i.am, question. I want to ask it to you. You had to explain the relevance had to explain the relevance of your music um some of the early stuff

[21:29] generation. I mean, I look at will.i.am what he's done. I look at Wyclef. I mean, titans in their own right. Look what you've done, titan in your own right. And a lot of this music is as relevant today as it was when you

[21:41] it and relate to it. Like, how do you explain that? >> I think we make movie music that you feel and not just hear. So,

[21:54] is is that's the thing. You got to you got to penetrate the ears you got to penetrate the ears and um make it to the heart. And so, if you make it to the heart, people love it forever. Uh and so, we try to

[22:09] we try to make music that people can feel and not just hear. >> Are you still You have a new album coming out? >> I've dropped a few last few years. I dropped Man Down

[22:22] >> Mhm. >> 24. I dropped Man Up in 25. I'm always in the lab cooking it up. and after we finish working on this Friday movie, I'm going to be

[22:34] >> Wow. How is the process different for >> Wow. How is the process different for you than when you first started? >> Yeah, now it's all machines, right? It's like machines and like AI agents and all

[22:47] >> Yeah, it's less less equipment, less people. Um back then it was so many distractions, music and I like making the music now. I don't

[23:03] need the distractions. I had enough of that. success with taking Big 3 public. Um please let us know when that day is here. I would love to talk to you on whatever

[23:16] York City. I would love to uh interview the CEO of Big 3. I hope that's still >> Okay, it's going to be you. >> It's going to be me, you know, uh I'm planning to go nowhere anytime soon. >> All right, good. We'd love to see it.

[23:29] uh follow your journey. I appreciate it. Big fan of the sport. >> All right, that's it for the latest episode of Power Players. Do stick episode of Power Players. Do stick around.