"When Minnesota Timberwolves star Anthony Edwards steps onto the NBA All-Star court in Los Angeles with the league's best players, there will be cameras following his every move. But it won't just be NBC clocking the action. Edwards's own Three-Fifths Media will be there for his ongoing unscripted show, Year Six."
"Three-Fifths Media started in 2019, with Justin Holland, Edwards's business partner and manager. They signed a production deal with Wheelhouse in 2024 to collaborate on projects like Year Six. So far, Three-Fifths has produced Serious Business, an unscripted show on Prime Video that challenges celebrities and athletes in their own domains, Year Five, and now Year Six, and the inaugural Believe That Awards, which aired in October on YouTube and had 167 million views across platforms in its first 48 hours. On the side, Edwards also produced a hip-hop album featuring heavyweights Pusha T, Quavo, and Wale."
""We've leaned into being authentic in every room we walk into, and prioritize ownership over exposure," says Holland, who has been working with Edwards since 2016. "Not just looking for deals because of dollar"
Anthony Edwards is expanding beyond basketball by building a content and entertainment business through Three-Fifths Media, founded in 2019 with Justin Holland. Three-Fifths has produced Prime Video's Serious Business, Year Five, the new Year Six unscripted series, and the Believe That Awards, which drew 167 million views across platforms in its first 48 hours. The company signed a 2024 production deal with Wheelhouse to collaborate on projects. Edwards also produced a hip-hop album featuring Pusha T, Quavo, and Wale. The strategy emphasizes authentic, largely unfiltered portrayals of Edwards and prioritizes ownership over exposure, informed by other athletes' media ventures and industry risks.
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