Ben Affleck, Matt Damon, and RedBird Capital Partners, a private investment firm focused on building companies and providing strategic capital services to founders and entrepreneurs, have launched Artists Equity, an artist-led studio that works to form entrepreneurial partnerships with filmmakers.

RedBird Capital has made a significant financial commitment in launching the company, providing strategic capital and operational guidance to drive its development and production. The company’s first project will consist of Affleck as the director and star Damon in the story behind the creation of the Air Jordan brand, which aims to be released in 2023 in partnership with Amazon Studios, Skydance Sports and Mandalay Pictures. Affleck and Damon will lead the company, with Affleck as CEO and Damon as chief content officer.

“The premium today is shifting more towards quality which plays extremely well to Ben and Matt’s track record as filmmakers across writing, directing, producing and acting,” comments Gerry Cardinale, founder and managing partner of RedBird Capital. “Under their curation, Artists Equity will deliver projects that meet the growing demand for critically acclaimed content while also enabling broader profit participation throughout the production value chain.”