496: SMAC Entertainment’s Jose Diaz on Managing Talent and Creating Media That Scales

Joe Favorito and Tom Richardson welcome Jose Diaz, Executive Vice President at SMAC Entertainment, to break down how the agency operates at the intersection of talent management, content production, brand incubation, and strategic partnerships. Diaz shares SMAC’s origin story, from early days working out of Constance Schwartz’s kitchen table to building a multifaceted business representing high-profile clients such as Michael Strahan, Deion Sanders, Tony Gonzalez, Aaron Andrews, Deanna Flores, and others. Diaz explains SMAC’s “client-first” approach: starting with a talent’s long-term goals, aligning every opportunity to that mission, and making selective decisions that prioritize longevity over quick paydays. He details how athlete storytelling has shifted across podcasts, streaming, and digital-first platforms, highlighting projects like Coach Prime, Evolution of the Black Quarterback, the upcoming Madden film, and branded content initiatives tied to the growth of flag football ahead of LA28. The conversation also dives into media training, NIL-era realities, building trust through transparency, and why smaller companies can offer early-career professionals outsized responsibility and accelerated learning.Connect with Jose: https://www.linkedin.com/in/jdiaz021/The CUSP Show is hosted by Joe Favorito (@Joefav) and Tom Richardson (@ConvergenceTR) and produced by Sam Henry (@s_henry11), LJ Holmgren (@LJ_Holmgren), and Danny Hagenlocher (@DhColumbiaSPS), with social media efforts led by Lissa Ruiz. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thecuspshow.substack.com