Christopher “Ludacris” Bridges is diving further into the world of business. Using his media imprint, Karma’s World Entertainment, Bridges has struck licensing deals with Firstline Brands and CurlyKids Mixed Texture HairCare. By striking licensing deals with two Black-owned haircare brands, Bridges hopes to increase the representation of Black-owned businesses in the licensing business.
“Creating a program that supports Black-owned businesses speaks to the themes of representation and community that live throughout Karma’s World,” Bridges told The Hollywood Reporter.
“This unique opportunity supports the power of entrepreneurship in inclusive spaces and puts Black excellence on display.”
The licensing deal will provide each Black-owned haircare business with marketing support and networking opportunities at this year’s Licensing Expo in Las Vegas. In addition, The Gathering Spot will provide Firstline Brands and CurlyKids Mixed Texture HairCare with customized membership opportunities.
“Black-owned businesses have been historically underrepresented within the licensing industry, and it’s critical that we work with partners that align with the DNA of the brand and work towards better representation on-shelf,” Kyra Halperin of 9 Story Brands told The Hollywood Reporter.
“We are thrilled to partner with CurlyKids Mixed Texture HairCare and Firstline Brands — each a first-time licensee — to develop exciting and innovative extensions of the Karma’s World universe.”