For the first time in many years, I started watching the NBA playoffs. I just found out about Cam’ron’s show, It Is What It Is. The latest episode is here:
Everything I know about Cam I pretty much know through the big Dipset songs and Eddie Huang’s references (like Cam’s parody rhymebook). There’s a lot to like about the show though! There’s a catchy name. There’s the reinvention angle. There’s Cam’s and Ma$e’s rapport and the hilarious caps.
It Is What It Is started off completely self-funded, and has drawn in offers for partnership and acquisition with its momentum. This resonates with my philosophy of going direct. Cam says, “I love sports, and I need to be on television… so I’m like, “Let me create my own show, not [have] somebody give me a show.”
Cam put the show out there, and the people watching it pulled it through the gates.