We’ve all seen the clips floating around about Ryan Coogler’s wild deal for Sinners—and yeah, it’s iconic. But it had me thinking: how do you even get in a position to do deals like that in the first place?
Here’s the real: you don’t get those kinds of deals if you’re not already a profitable, performing business or creator. Period. Just wanting a deal isn’t enough—you have to bring something to the table. You need demand. Leverage. Proof of some shit.
This means before you start trying to negotiate ownership, equity, or long-term rights, you gotta be in your bag—operating in your zone of genius and producing results. Once you’re doing that, once you're really showing out in your space, then it’s time to lock in and make sure the deals you're making match the level of work and energy you’ve been pouring in.
Let me say this loud for the people in the back: you have to put in the work and reach excellence FIRST. Because your excellence—your profitability, your performance, your results—that’s the leverage you walk into the boardroom with. Without it, you’re negotiating from vibes and vibes don’t pay royalties.
Now… let’s look at some creators who made power moves that protect their legacy and secure the bag.
Ryan Coogler (Film) – For his new film Sinners, Coogler insisted on unprecedented ownership terms: Warner Bros. will revert full copyright to him after 25 years (in 2050) He also secured full creative control and first-dollar gross profits, ensuring he benefits from all future earnings. Critics call this “genius” – it sets him up for life by letting him reap long-term royalties and legacy revenue
Nipsey Hussle (Music) – The late rapper’s deal with Atlantic Records was structured as a true partnership. He folded his independent label (All Money In) into the agreement while retaining credit and ownership of his imprint. Nipsey emphasized he refused to “just [take] a check and giv[e] up all the credit” for his work. He framed the deal as existing “AS A PARTNER” mirroring Jay-Z’s Roc-A-Fella model. The result: he gains major-label support without surrendering his brand or masters.
Beyoncé (Tech/Film) – Queen Bey turned performance fees into equity. In 2015 she was offered a $6M Uber fee to sing at an event, but she declined cash and took $6M worth of Uber stock instead. By Uber’s IPO, her shares (~$6M RSUs) were worth roughly $9M demonstrating huge upside over taking a lump sum. Separately, she negotiated a $60M Netflix contract for three projects (including Homecoming), pocketing about $20M just for the Coachella concert film. In each deal she maximized long-term value: one by owning stock, the other by commanding top dollar for her content.
LeBron James (Sports/Tech) – As a Beats by Dre ambassador in 2008, LeBron didn’t just take an endorsement fee – he negotiated an equity stake in the headphone company. That stake paid off in a life-changing way when Apple bought Beats in 2014. Reports say he earned about $30M in cash and stock from the sale, the largest equity payout ever for an athlete at that time. By asking for ownership rather than just a paycheck, LeBron turned a branding gig into a multi-million-dollar asset.
Issa Rae (TV/Streaming) – After Insecure, Issa secured a multi-year pact with HBO/WarnerMedia through her own Hoorae production company. The deal (reported around $40M over 5+ years) gives WarnerMedia exclusive rights to any TV series developed by Hoorae. Crucially, the projects are produced through her company, meaning Issa retains overall creative leadership and ownership of Hoorae’s IP while HBO gets first look and distribution. This deal guarantees both money and control: Issa’s brand runs the show, and she got a massive payday upfront.
Early Opportunity Signals To Strike A Good Deal
High-level Interest in Your Brand: When a major company, label or studio approaches you (or your indie venture) for a project, it’s a hint to think beyond a one-time fee. For example, if a startup or platform invites you to perform or collaborate (as Uber did with Beyoncé) or partners with your label (as Atlantic did with Nipsey’s All Money In), consider asking for equity or a profit share instead of cash.
Exclusive Projects & Events: Being tapped for an exclusive event or limited-run product can be a big signal. It shows they value what you represent. In that moment, move from “talent” to “partner”: suggest sharing in ownership. (Beyoncé turned an exclusive concert into stock ownership.)
Creative Control Requests: If a film or TV studio wants you to write/direct or a label wants your next album, negotiate who controls the content. Early on, push for final-cut or reversion clauses – just like Coogler did. His request for rights reversion after 25 years was granted when he leveraged his vision for the film. A sign to push: the more they need your unique voice or IP, the more room you have to claim ownership.
Startup Equity Offers: Sometimes you’ll hear offers of stock or profit-sharing (even informally) before any money changes hands. That’s a green flag: they’re already thinking in ownership terms. When someone suggests a performance fee or consulting gig, ask “Can this be an equity or royalty deal?” If big names (like Beyoncé’s team) have done it, so can you. (IF you are operating in excellence)
Building Your Leverage: Signs you’re in a position to negotiate include a strong track record or unique asset. If your content or brand is gaining traction (social buzz, hit songs, loyal audience), use that leverage. Companies invest in creators with proven influence – as Nipsey did by growing his brand independently. When your value is clear, it’s time to talk ownership.
How to Negotiate for Ownership & IP
Know Your Assets and Goals: List what you own (music masters, story rights, brand, technology). Decide what you must keep (e.g. copyright, final cut, future royalties). Being clear on your bottom line – whether it’s master ownership or a cut of profits – empowers you in talks. This is also a good time to be thinking about t make sure you are vertically integrated as possible.
Frame It as a Partnership: Talk terms like an entrepreneur, not just an artist. Nipsey Hussle famously told Atlantic he wanted to exist “as a partner,” not just cash in hand. Emulate that mindset: propose collaboration (joint venture, label partnership, studio imprint) so you share upside.
Ask for Equity or Profit Share: Whenever possible, request stock or a percentage of revenues. Beyoncé’s Uber deal shows the payoff: she swapped her fee for Uber equity. In music or tech deals, explicitly request a stake or royalties from the start. If a flat fee is offered, counter with “What if we do half cash, half equity?” – they often prefer retaining cash too.
Negotiate Key Clauses: Use concrete contract terms to protect IP. For example, seek “first-dollar gross” revenue shares (like Coogler did, so he earns from opening night), reversion rights (studios must return rights to you after some years, and final cut or creative approval. Spell these out in writing. Don’t let “work-for-hire” language strip away your ownership.
Leverage Industry Examples: Don’t be shy about mentioning precedents. It’s powerful to say, “Ryan Coogler got rights reversion” or “Issa Rae structured her TV deal through her own company” This shows executives that top creators demand these terms. Examples normalize your asks as industry standard, not unreasonable demands. So research what were some great deals done locally and nationally in your industry.
Get Professional Help and Walk Away if Needed: Always have a lawyer or agent review the contract. Professionals know how to draft IP-friendly terms (avoid work-for-hire, ensure equity issuance, etc.). Remember: you can say no to a deal that gives up all rights. If the counterparty balks at fair ownership terms, be prepared to pause negotiations. (Beyoncé famously walked away from pure cash in favor of stock)
Build and Showcase Your Value: As you negotiate, keep growing your brand so you have leverage. Nipsey spent years proving himself before even talking to Atlantic. Similarly, continue producing work and engaging your audience. The stronger your track record, the more compelled partners are to agree to equity/profit splits.
So what’s next? How do you start moving toward excellence so you can even think about doing legacy-level deals like this?
You gotta build your platform and track your metrics. Period.
Grow your following on YouTube (not just vibes—get those views and subs up).
Build that email list (you need direct access to your audience, not just IG followers).
Lock in on customer acquisition (if people ain’t buying, what are we even doing?).
The goal is simple: have something to leverage.
Without leverage, you’re begging—not negotiating.
I hope this newsletter sparked something in you. I hope it reminded you that ownership is the goal—but excellence is the entry ticket. Now get back to work and build something worth negotiating with.
Climb Your Mountain. Reach Your Ocean ⛰️🌊
-Méndez