Charlamagne Tha God: Building an Empire to Spotlight Black Artists

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On a snowy February day in midtown Manhattan, Charlamagne Tha God finds himself humming a tune. “Oh-oh-oh – it’s the Tom Joyner Morning Show,” he croons, nestled in a compact conference room at iHeart Media headquarters, where he shares hosting duties for the nationally broadcast daily radio show “The Breakfast Club.

Charlemagne, aged 46, effortlessly calls to mind the lively tune he was accustomed to hearing in his youth while delving into the individuals who played a pivotal role in shaping the profession he cherishes today.

Lenard Larry McKelvey, hailing from South Carolina, is well-known as a radio and podcast personality, writer, commentator, comedian, and actor. He demonstrates the adaptability of exceptional talent thriving across various fields in our era of media abundance. As his public image expands, so does Charlamagne’s ambition to leverage his vast audience to establish a diverse collection of media ventures – from books to podcasts to movies – aimed at offering creative outlets and employment opportunities for African Americans.

Charlamagne emphasizes that he follows the principle: “If the thing I create solely benefits me, then it’s too small.” He consistently strives to maximize his impact as a Black man in this world.

At the heart of Charlamagne Inc., lies “The Breakfast Club,” which resonates with millions weekly through radio, internet, podcasts, and television. From 6 a.m. to 10 a.m., Monday through Friday, Charlamagne, alongside DJ Envy and Jess Hilarious, discuss the latest news, engage with listeners’ calls, and interview celebrities, authors, influential figures in civic and business sectors, all aiming to connect with “The Breakfast Club’s” youthful, urban audience. The impact and cultural influence of “Breakfast Club” and Charlamagne was highlighted last October when Democratic presidential candidate Kamala Harris joined him for “We the People: An Audio Town Hall,” an interview that made headlines globally.

Several decades ago, Joyner’s broadcast, which was nationally distributed, served as an early model for “The Breakfast Club” due to its coverage of news, lifestyle, and cultural topics relevant to Black communities. However, it’s not just the show’s focus on these subjects that Charlamagne holds dear; rather, it reminds him of his childhood car rides to school with his mother, Julie Ann Ford McKelvey, who taught high school English. The fact that his mother was such a devoted fan of Joyner’s show, which concluded in 2019, left an indelible mark on Charlamagne. Furthermore, this dedication from his mother set a lofty standard for him. He feels honored to have achieved such heights with the evolution and success of “The Breakfast Club,” which first aired in 2010.

Each morning during my high school years, it was always Tom Joyner playing,” Charlamagne reminisces. “The other day I thought to myself, ‘Wow, we’ve become like Tom Joyner now.’ This is because our broadcast reaches over a hundred markets across the nation.

Playing “The Breakfast Club” on local radios in major cities and making it accessible on-demand through iHeart’s website and YouTube has catapulted Charlamagne into the exclusive group of high-profile entertainers who excel at managing multiple media roles simultaneously.

Charlamagne points out that personalities like Mario Lopez, Steve Harvey, Ryan Seacrest, Howard Stern, and Bobby Bones continue to host morning radio shows because they form the base upon which we all build. He questions, ‘How many of us have tuned into ‘American Idol’ due to a mention by Ryan on his morning radio show?’

As a passionate moviegoer, I find myself captivated by Charlamagne – a voice that resonates across generations, transcending demographic barriers. Every day, I proudly steer the helm of my four-hour talk show, navigating its diverse terrain from the profoundly insightful to the absurdly hilarious. Each day I step onto this stage, I am reminded of my blessings – being Black, privileged, and filled with joy – as I dedicate myself to serving our incredible audience. This is my unique signature, welcoming listeners to another enlightening episode on “The Breakfast Club.

Charlie’s ascendancy in media symbolizes the digital transformation sweeping through the industry. He attributes the internet for providing a platform that amplified his voice beyond local boundaries, without being filtered through television shows or films made by others. This is something he keenly appreciates as he assumes greater control over his various ventures, standing as the recognizable figurehead.

According to Bob Pittman, Chairman and CEO of iHeart Media, Charlamagne possesses an extraordinary trait: he’s equally adept in creative and business domains. In essence, Charlamagne is not only an exceptionally creative individual but also a highly skilled entrepreneur who grasps the intricacies of business and the world it operates in.

Pittman goes on to explain, “Charlamagne empowers himself by expressing, ‘Here’s my concept for this, here’s my concept for that.’ As a host, Charlamagne identifies other gifted individuals and communicates effectively with them. He assists them in refining their thoughts.

Charlamagne acknowledges four influential figures in entertainment whom he looks up to as career role models: pioneering late-night host Arsenio Hall, music entrepreneur Jay-Z, radio personality turned activist Petey Greene, and business magnate Clarence Avant. He feels fortunate to have had the opportunity to meet Avant before his passing at the age of 92 in 2023.

Nicole Avant, a producer and long-time entertainment executive with ties to Charlamagne, shares that her father was strongly attracted to his entrepreneurial drive and enjoyed witnessing his achievements from afar. She admires Charlamagne’s independent mindset, his acceptance of various perspectives, and the fact that he avoids being influenced by societal expectations regarding his thoughts.

In contrast to the lively demeanor he presents on-screen, Charlamagne is more laid-back and open in private discussions, often revealing profound insights gained from years of therapy. Despite his successful business partnerships with major global media firms, he doesn’t indulge in a lavish lifestyle. Instead, he cherishes the ordinary aspects of family life, such as exercising daily with his wife, Jessica Gadsden McKelvey; driving their four daughters (ranging from 3 to 16) to cheerleading practices; and sharing meals at their suburban home. The couple, together for 26 years and officially married since 2014, value this long-lasting bond.

Charlamagne finds himself reminiscing about his younger self and the challenging journey he faced growing up in Moncks Corner, a town located approximately 35 miles north of Charleston. “I’m walking hand-in-hand with 6-year-old Lenard, 8-year-old Lenard, teenage Lenard,” he expresses. “I’m reassuring that young man, ‘It’s alright — you weren’t being rebellious. We didn’t understand what anxiety meant back then.

Growing up as a teenager, I found myself yearning to carve out a niche for myself within the world of hip-hop. It was simply an instinctive pull. “The sole reason I sought to become a rapper,” I admit, “was because I had an affinity for storytelling, and I observed its effectiveness in the lives of others.”

Whenever I tuned into the TV or flipped through magazines, the individuals who resembled me, those who seemed successful, were predominantly either rappers or athletes. Standing at 5’6″ and weighing around 180 pounds, basketball wasn’t an option for me. My academic performance was subpar for football.

Furthermore, he had been an avid reader since his youth, largely due to his mother’s inspiration. He later chose the name Charlamagne (meaning Charles the Great in French) as a nickname on the streets, well before he started radio broadcasting. This was after he learned about the historic ruler of Western Europe. Later, he appended “Tha God” to his name, inspired by the teachings within the Five Percent Nation that emphasize the divine nature of Black men.

He found his world expanding through various storytellers, whether they were authors like Judy Blume or musicians such as Ghostface from Wu-Tang Clan. To him, Beverly Cleary and Jay-Z were no different because they all shared the same gift – storytelling. They each invited listeners into their unique worlds, which has always been his dream since childhood.

Growing up in Moncks Corner, that young man experienced more than his fair share of fears and shocks. Leaving high school behind, he found himself involved in petty drug dealing at the lower end of the scale. This eventually led to a week-long stint in jail due to a firearm charge, followed by a 45-day term in county jail for narcotics sales.

Charlamagne acknowledges his father, Larry McKelvey, for making him understand the tough truth about his potential future if he continued down that particular path. “I’m grateful to God that my dad used to instill a stern lesson in me repeatedly,” Charlamagne recalls. “He’d say, ‘Listen, you don’t alter your ways, you’re heading for jail, death, or bankruptcy, sitting under a tree,'” he remembers. “I understood early on that there are no second chances,” he says.

Drawing upon my formative years of gritty South Carolina life, I’ve managed to maintain a grounded perspective as my career soars. “What’s the issue here?” I ponder, reflecting on a TV show that didn’t make the cut or a podcast partnership that didn’t quite hit the mark as expected. “Are these genuine problems?” I question. “No. I used to peddle drugs. I know what a true problem looks like.

At the age of 19, he managed to secure an unpaid internship at hip-hop radio station Z93 in Charleston. His tasks included the routine chores of local radio, such as driving around town, posting advertisements, and arranging tents for promotional events with giveaways.

Over time, Charlamagne was motivated by Ron White, the station’s music director, to give hosting a try on the microphone. Later, through candid advice from respected figures in music and broadcasting, Charlamagne discovered that discussing current topics on the radio suited him more naturally than rapping ever did.

On Saturday evenings, from seven in the evening until midnight, is when I first developed a strong passion and affection for radio broadcasting. It was during those hours that I realized, ‘Wow, this is what I want to do for the rest of my life.’ This is because I felt an instant bond with the listeners.

Eventually, Charlamagne wound up in New York City, working as an unpaid on-air sidekick for the popular radio personality Wendy Williams for over a year and a half. Wendy provided him with a place to stay and introduced him to the bustling city life of New York. After that, he bounced around various radio jobs in the city.

Later in 2008, he transitioned to 100.3 The Beat WRNB, however, his tenure there ended prematurely after six months due to an explosive on-air conversation with rapper Beanie Sigel. During this live broadcast, Beanie Sigel openly discussed his feud with Jay-Z.

By 2010, Charlamagne was invited by iHeart executive Geoff “Geespin” Gamere to host a New York morning radio show on Power 105.1, a popular hip hop station, and for syndication. From the outset, Charlamagne ensured that they utilized free distribution through YouTube by equipping the radio studio with video cameras, making it simple to upload interview excerpts. Nowadays, highlights from “Breakfast Club” episodes are available on Tubi.

As a longtime observer of the entertainment industry, I’ve had the pleasure of witnessing Charlamagne Tha God’s incredible journey from humble beginnings in rural South Carolina to becoming a household name. Having worked alongside him during our formative years in Columbia, I can attest to his transformative journey. Craig Melvin, a renowned anchor for NBC’s “Today,” shared insights into this remarkable metamorphosis. He recounted, “This man started life on a dirt road and in a trailer outside Charleston; there was a juncture where he could have taken a different route, but he chose the path less traveled.” This tale of resilience and determination is truly inspiring because it showcases not only his dedication to his craft but also his unwavering commitment to pursuing his passion.

As a passionate movie enthusiast, I strive to utilize my influence to secure significant shares in the projects I’m involved with, both mine and those of others. Last year, I teamed up with iHeart Media to launch the Black Effect podcast network, owning a majority 51% stake. Additionally, I hold a minority share in Reasoned Choice Media, another iHeart-backed network that debuted recently, focusing predominantly on political and policy matters.

Producer Avant finds it impressive that numerous politicians, regardless of their political affiliations, are willing to appear on ‘The Breakfast Club.’ This, according to him, underscores the significant influence that Charlamagne holds within American culture.

In 2020, Charlamagne launched Black Privilege Publishing in collaboration with Simon & Schuster, and has since published around six books under this label, including the 2024 best-seller “Get Honest or Die Lying: Why Small Talk Sucks”. Before this, he had written two books for their Atria imprint. However, when his editor suggested a third book, Charlamagne had grander plans in mind.

He mentioned, “I suggested another book, but what I truly desired was a publishing imprint. I’m not primarily interested in a massive payout. What I wanted was an imprint. Since ‘The Breakfast Club’ excels at selling books, it seemed perfectly logical to me.

Charlemagne, along with his longtime buddy Kevin Hart, are jointly the heads of SBH Productions – a company boasting a profitable partnership with Audible for exclusive original audio content (the acronym SBH stands for “Short, Black, Handsome”). Closer to home in South Carolina, they co-own two Krystal fast-food establishments, aiming to expand this number to five. The opening of their most recent restaurant in Orangeburg, South Carolina last December created around 40 jobs within the community, as reported by the local newspaper.

Charlamagne states, “We didn’t instruct them to include that in the headline, but for me, that’s the essence of it all.” What captures his interest is exactly that point. When discussing content creation, Charlamagne is critical of the assembly-line approach common in large, mainstream media establishments. He believes that creators thriving on social media platforms like YouTube around the clock will eventually outshine traditional Hollywood.

In terms of my leadership approach, I prioritize collaboration. This means ensuring the right individuals are involved in decision-making processes. I don’t believe in limiting access or controlling information (gatekeeping). I find that notion outdated, especially given our modern era where there are no physical barriers. Many people in television and film still cling to this idea of gatekeeping, standing guard at supposed gates. They then wonder why so many are passing them by. By the time they look back, an entirely new industry has been created because they were oblivious. In essence, there’s no gate.

Currently, Charlamagne thrives on his professional role as a producer. He enjoys juggling multiple talent agreements and various content creation projects simultaneously.

Instead of viewing a single piece of content as a singular entity, consider breaking it down into smaller components. For instance, when analyzing an audio script, ask yourself, “What are the distinct segments or parts this audio could potentially represent?” Similarly, when examining a comic book, ponder over its individual panels and think, “Could each panel be considered a separate piece of content?

From the very beginning, “The Breakfast Club” resonated strongly with its primary audience. However, in recent years, as racial issues and contentious politics have escalated, its impact has grown substantially. Even so, Charlamagne was taken aback a few years into his radio show’s tenure when his friend, author and podcaster Chris Morrow proposed the idea of starting a podcast.

Charlamagne admits that he used to be overconfident, thinking ‘Why bother with a podcast when I’m already doing morning radio?’ However, he was advised, ‘Believe me, this podcast will shape the future of our industry.’

Charlie launched the “Brilliant Idiots” podcast alongside comedian Andrew Schulz in 2013, which has since become an essential part of his career. Regardless of what else is on his calendar, he ensures to set aside time each week for a recording session with Schulz. The “Brilliant Idiots” showcases a mix of friendly banter, immature humor, cultural and political insights, and in-depth discussions between two old friends.

2020 marked the period when Charlamagne was set to renegotiate his deal with iHeart Media for “The Breakfast Club.” Utilizing his bargaining power, he created The Black Effect podcast network instead.

Conal Byrne, head of iHeart Media’s Digital Audio Group, stated that it wasn’t a tough decision for iHeart to proceed with Charlamagne’s shows. From the outset, Charlamagne was confident that these programs and talents would find acceptance among mainstream audiences worldwide due to the universal appeal of Black art and culture. Currently, iHeart is marketing its Black Effect shows to mainstream advertisers, highlighting the robust Gen Z listener base across their portfolio as one of the key benefits.

Charlamagne approached us, expressing his concerns about an emerging issue of underrepresentation in podcasting. He suggested, ‘I believe I have a solution to this problem. All I need is iHeart’s backing.’ In my opinion, he was implying, ‘I just need iHeart to follow my lead and try to keep pace,'” says Byrne. It appears that the strong young-adult audience of Black Effect supports one of Charlamagne’s initial theories, which posits that while Black Effect caters to Black audiences, it offers much more than that as well.

After five years, Black Effect Podcast Network has become a significant part of Charlamagne’s cosmos, amassing over 1 billion downloads in total across its various shows. From the get-go, it has thrived in advertising due to bringing on established podcasts such as “All the Smoke,” “85 South,” and “Drink Champs,” which immediately drew large audiences.

Upon our entry, we presented substantial figures right away, which prompted the advertisers to respond enthusiastically, saying something like, ‘I’d love to join your team.'”

Or simply:

– “As soon as we showed our impressive numbers, the advertisers were eager to get involved.

Robert L. Johnson, the creator of Black Entertainment Television and a highly prosperous African-American media mogul, views Charlamagne’s extensive radio broadcasting, podcast production, and publishing endeavors as mirroring a past triumph in Black-run media enterprises.

According to Johnson, who previously sold BET for $3 billion in 2001 and now manages the RLJ Companies investment portfolio, Charlamagne serves as an exceptional illustration of a content source for Black communities that has found a distribution platform with wide-reaching appeal. This platform is not solely geared towards Black listeners; instead, it caters to individuals who are intrigued by discussions on political thoughts and the happenings in society. However, it significantly resonates with Black people. In essence, one could say that Charlamagne is similar to Jet magazine in the digital era.

Since childhood, Charlamagne aspired for television as the pinnacle of fame, yet despite multiple attempts, he hasn’t found his ideal niche, most recently with the 2021-2022 Comedy Central series “Tha God’s Honest Truth,” which was rebranded in its second season to “Hell of a Week With Charlamagne Tha God.” However, a few years back, Charlamagne received an extraordinary homage from one of his idols, Arsenio Hall, who hosted the syndicated late-night program “The Arsenio Hall Show” between 1989 and 1994.

Charlamagne recalls that he felt it was necessary for him to create a hit TV program, as his inspiration was Arsenio Hall.”

This sentence conveys the same meaning as the original statement but in simpler and more conversational language. It is easier for readers to understand and appreciate the sentiment behind Charlamagne’s words.

During the promotional activities leading up to the launch of “Coming to America 2” in 2021, featuring Hall and Eddie Murphy, an interviewer posed a question to Hall that caught Charlamagne’s attention: “Which contemporary actor do you think most resembles you?” Hall’s answer left a lasting impression on Charlamagne.

Arsenio said something like, “Perhaps someone similar to Charlamagne Tha God,” according to Charlamagne. This statement was liberating for me. It was liberating. It felt like, Wow, I don’t need to be on television. I don’t. We’re in a new era, and what we’re doing is just as influential, if not more so, than many things happening on TV now.

Charlamagne has recently embarked on a new venture – the establishment of a movie production company in collaboration with experienced producer and investor Basil Iwanyk from Thunder Road Pictures and Asbury Park Pictures. This joint venture, named Southland Stories, aims to portray the life and customs of the American South, a region that Charlamagne believes has been underrepresented in mainstream culture due to an overemphasis on urban narratives. “It seems like our country is fixated on telling the same stories,” he notes. “Growing up where I did, I always felt like we didn’t have enough people boosting voices, sharing stories, as extensively as New York and Los Angeles did.

Amidst the constant changes in the political scene, particularly the Trump administration’s persistent attacks on the civil rights achievements of the past century, Charlamagne finds himself more motivated than ever to leave a lasting mark through his own endeavors and those he supports – artists and creators alike.

Or,

In this turbulent political climate, marked by the Trump administration’s relentless attacks on the civil rights progress of the past, Charlamagne feels an increased urgency to make a significant impact with his work and that of the talented individuals he now advocates for – artists and creators.

When discussing rollbacks on DEI, we’re really referring to assaults on the American narrative. It’s not merely Black history being threatened; Black history is an integral part of America’s story, our shared past. I aim to lead this transformative movement through art and disruptive creativity. While you might not find authentic American history in classrooms anymore, you can discover it in Charlamagne’s documentary, book, or podcast. These platforms will serve as educational and entertaining resources for understanding the true depth of America’s past.

Charlamagne takes a moment, as if recalling memories from one of his old car trips with his mom, driven by the radio waves of Tom Joyner. To clarify his perspective, he references the wisdom of a respected hip hop icon, the Bronx-born rapper KRS-One.

“KRS-One called it ‘edutainment.’ That’s what I’m here to do,” he says.

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2025-03-25 18:22