Cam’Ron and Ma$e’s It Is What It Is is one of the most popular podcasts in today’s sports and pop culture.
At the Black Enterprise Disruptor Summit, Killa Cam discussed how his initial investment in the podcast, where he and his co-host deliver hot takes on sports news, has resulted in a lucrative $20 million deal. Cam’Ron launched the podcast in 2023 with a $120,000 investment.
“I did three–four episodes by myself,” Cam’Ron told the host and summit audience. “I actually invited Ma$e to be a guest on the show and he was like, ‘Yo man, this is really dope — do you want to go half on it?’ And I’m like, ‘Yeah, we can go half, let’s do it.”
Ma$e and Cam’Ron became friends while playing basketball together in Manhattan. Ma$e appeared as a guest on four episodes of It Is What It Is before asking to be a permanent co-host and investor.
“He didn’t even have to put any money up, but he was willing to,” said Cam. “I probably did four episodes, maybe five, and they offered me a million dollars and I was like, ‘No.’ And then we got to probably 10 episodes and it got up to like three million dollars, and I was like, ‘Oh, we got something here.”
As offers poured in, the Harlem natives built on their popularity as hip-hop fans were familiar with the duo’s sports history, rap careers, and previous beef. Continuing to produce episodes while waiting for the best offer was how the podcast secured the 20 million dollar deal.
Cam’Ron continued: “We actually did 35 episodes, so we did a deal, but I probably spent a $127,000 ’cause I just kept shooting and shooting, and Ma$e had this number in his head […] When it got to like six million dollars, I was like, ‘Ma$e we got to— it doesn’t make sense to not do the deal.’
“And he had a real number in his head,” he said. “He’s like, ‘Cam, we got to [wait],’ so we end up doing [a] $20 million deal.”
The podcast has strengthened Cam and Ma$e’s friendship. In April, it was revealed that they recorded an entire album together, which they have no plans to release.
“Me and Ma$e got an album,” Killa said during an Instagram Live session. “He said we can’t put it out. We did six or seven songs, but he’s holding them back. I don’t know what he’s saving them for. We’ve got songs together and separately, but I’m not allowed to play them.”
In 2023, Complex named Cam’Ron and Ma$e the #6 most entertaining sports personalities. The list also included Stephen A. Smith and Shannon Sharpe.