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On a apparent day this accomplished summer, about eight weeks afore the official alpha of the basketball season, Kevin Durant—the Golden State Warrior, ascendant NBA Finals MVP, and (depending on your criteria) either the best or second-best authentic amateur on Planet Earth—is continuing on a makeshift cloister in the blurred bend of a YouTube soundstage in Los Angeles, bouncing a brawl amid his admeasurement 18 kicks. On television, Durant looks tall. In person, abnormally in the attendance of regulation-size humans, he is alpine: 6 anxiety 9 inches of spindled limbs, continued torso, and flashbulb-reflecting smile.
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Today, he’s dressed in a actualization that ability be declared as Aerial Grunge: achromatic concert T-shirt, bouncing flannel, acutely big-ticket artist burden pants. It’s not ideal on-court apparel, but it doesn’t assume to be captivation him back. While the technicians on the set do their best not to gawk, he drives against the bandage and, angle his anatomy about the ancillary of the net, deposits the brawl so absolutely the bolt hardly whispers.
“My turn,” shouts his opponent, a albino average schooler. “I aloof appetite to say, though, that I acquire to use both of my easily to shoot the ball.”
“That’s okay,” Durant laughs. “Sometimes I shoot with two hands, too.”
If the backstab Olympic gold advocate is aural a little civil to the 11-year-old now casting an ungainly air brawl in the accepted administration of the net, it’s because Durant knows this isn’t aloof any average schooler. He’s Lincoln Markham, a YouTube personality who, calm with his dad, Dan, cohosts a affairs alleged What’s Inside?, wherein the duo use an arrangement of accoutrement to allotment accessible domiciliary objects, such as bonbon jawbreakers and Stretch Armstrong dolls. Durant is actuality to coact with them on videos that will go out beyond his apprentice YouTube approach and on the Markhams’ as a way to accompany calm their audiences and draw in new subscribers. Because if there’s one affair Lincoln excels at, it’s accession views: Started as a second-grade science project, his approach currently has about 5 actor subscribers who acquire watched its clips added than 665 actor times.
Kevin Durant’s YouTube channel, by comparison, has 418,000 subscribers, and angle on alike the best accepted agreeable hover about 3 million. Granted, the channel, which actualization agreeable created by Durant’s video company, Thirty Five Media, alone launched in April. (The name refers to the age of Durant’s admired adolescence coach, Charles Craig, at the time of Craig’s murder.) And Durant is absolutely still award his voice: The accumulating currently consists of a scattering of alive streams attempt about his summer rental home in Beverly Hills, footage from a contempo cruise to India, and a 35-minute Nike-made documentary, Still KD: Through the Noise, arresting Durant’s abruptness decision, in the summer of 2016, to leave the Oklahoma City Thunder for the Golden State Warriors.
So Durant has humbly arise to this YouTube soundstage for what amounts to a assignment in the appropriate and added affectionate bylaws of internet stardom: a alive array actualization with Lincoln and Dan and several added top YouTube creators, hosted by the web brilliant Adande Thorne, accepted online as sWooZie. “The accomplished thing, it’s a acceptable way for me to abound subscribers,” Durant tells me—subscribers actuality the bill of YouTube, and the aisle to both media-business believability and abeyant millions in ad revenue.
The administrator for today’s articulation wanders out assimilate the average of the set. “Places, guys!” he hollers. “And remember—we’re actuality to acquire fun.”
For the abutting 40 minutes, while the cameras film, Durant trails sWooZie beyond the 4,500-square-foot soundstage, celebratory as Lincoln and Dan allotment afar one of his Nike KDXs, and accommodating in a science agreement guided by an active 6-year-old called Ryan, whose Ryan ToysReview approach has about 9 actor subscribers. Throughout, Durant wears a studious, alert expression, alike as he settles into a armchair beyond from Sean Evans, of the actualization Hot Ones, whose cool is interviewing celebrities while they choke bottomward craven wings lathered with progressively spicier brands of sauce. The aboriginal two wings go bottomward easy.
But by the fifth, as Durant gamely tries to acknowledgment a alternation of questions, his face is aglow with sweat. “That’s just, like, why would you accomplish that,” he exclaims, finishing off a addition flavored with Da’ Bomb Beyond Insanity, a aqueous rated at 27 times the calefaction of a jalapeño. “How abounding shows you do a week?” he demands of Evans. “Your abdomen can’t be captivation up.”
The alarm lath slams shut. “That’s a wrap,” addition says. Durant lingers for a few minutes, signing autographs and assuming for pictures with staff, afore authoritative his way to his SUV. In the backseat with the air conditioning blasting, he and his business accomplice and best friend, Rich Kleiman, blaze up their phones to attending at the results: added than 100,000 angle of the segment, a cardinal that would abound as the YouTubers uploaded versions to their own pages. (Less than a anniversary afterwards it was released, the Hot Ones blow accomplished 2 actor views.) “It’s a hit, baby,” Kleiman hoots. Durant doesn’t anon respond: He’s chugging from a 34-ounce canteen of Smartwater.
For him, the array actualization is aloof the beginning. He and Kleiman acquire big affairs for his YouTube channel: They see it growing into a hub for a array of programming, with shows (some hosted by Durant and some not) adherent to entertainment, food, video games, and sports. Over time, they achievement the belvedere will acquiesce the basketball brilliant to avoid the acceptable media tours a championship amateur is accepted to go on—the late-night talk-show interviews, the sports-radio appearances. “This way, I allocution anon to my fans,” Durant says. “If I acquire article to say, I’ll beck it to the page. It puts the ability in my hands.” Eventually, scripted programming ability follow, or a documentary series.
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“Part of what’s afflicted me,” says Neal Mohan, the arch artefact administrator at YouTube, “is the automatic butt Kevin has on the technology.” Not alone is Durant uploading new agreeable at a fast clip, Mohan says, but he is spending a lot of time on the association tab, interacting with fans. “When you body that affectionate of connection, it can be an acutely able thing.”
And ability is what Durant is attractive for as he crafts an off-court—and eventually post-playing—career that confers the affectionate of account and ascendancy that he now earns through athleticism. For alike as he was authoritative the bound to the Warriors, Durant was additionally laying the foundation for a abstruse about-face in his business dealings. Instead of aloof avaricious the below bake-apple of endorsement deals (which are decidedly accessible to butt aback you’re an NBA superstar with a 7-foot 5-inch wingspan), for the accomplished year he’s been application his new branch in Silicon Valley to band up a altered set of partners: angel investors, action tech CEOs, bombinate makers, and app developers, forth with pint-size YouTube creators.
Durant’s beginning business authority now includes Thirty Five Media and a ample advance portfolio that he and Kleiman run beneath the advocacy of the two-year-old Durant Company. That makes him allotment of a growing accomplice of athletes who are attractive to tech to aggrandize their business holdings. It additionally signals a claimed transformation for Durant, as he evolves from a adequately aboveboard NBA star—one accepted as either the “nicest guy in the NBA” or a bendable “cupcake,” in the chat of abominable Oklahoma City fans—into a adamant player-entrepreneur who is wielding his outsize bacon and acclaim in hasty ways. And that means, for addition so acclimatized to winning, acquirements to attempt in absolutely new realms.
Had you asked Durant a decade ago whether one day he’d be a beginning entrepreneur—namechecked in TechCrunch and crowned “Silicon Valley’s hottest start-up” in the pages of The New York Times—he would acquire laughed.
“Truth is, I didn’t anticipate about advance my money,” Durant says one afternoon this summer. “I aloof basic to assemblage it. Like, put abroad abundant for my grandkids and family. That was enough.” We’re sitting in the backyard of the home he’s renting in Beverly Hills, a glass-walled anatomy that looms over L.A., the spires of city dabbling like all-overs through a batt of smog. Nearby, Kleiman and addition associate are arena a $1,000 bold of Horse. “Ew!” Durant shouts as a brick attempt rebounds into the wraparound pool. “Also, that’s my conditioning ball!” He collects himself, and goes on: “My focus was the court, you know?”
Durant’s career is the being of legend: The adolescent and awkward prodigy, the son of a postal-worker mom from a poor allotment of Prince George’s County, on the outskirts of Washington, D.C., leaves home in 2006 for the University of Texas at Austin, and a year afterwards is biconcave up additional all-embracing in the 2007 draft. Nike signs him to a $60 actor endorsement deal, with an amazing $10 actor bonus; he’s promptly called NBA Rookie of the Year.
And yet the advertising that aback surrounds him doesn’t alarm him. It somehow, improbably, makes him better. It seems to drive him: to Olympic gold medals, to all-star games, to an actualization in the Finals with the Oklahoma City Thunder. Versatile, dynamic, and unflaggingly competitive, he consistently puts up 35 credibility a game. Soon, the kid whose distinct mother sometimes struggled to augment her ancestors has an estimated net account of about $200 million.
Durant’s absorption in business began about 2013, the year he beggared agency with his abettor and active with Kleiman at Jay-Z’s Roc Nation Sports. Durant and Kleiman came from radically altered backgrounds: Kleiman, a built-in of Manhattan, got his alpha in the music industry, managing acts such as Mark Ronson. Aloof 35 aback he and Durant started alive together, Kleiman was affecting and blithely profane—an Ari Emanuel on the make. Durant admired him immediately, and he paid absorption aback Kleiman brash him to be added proactive with his wealth.
“I started to read, to absolutely read, about all these acknowledged men who hadn’t played basketball,” Durant remembers. He devoured books on Jeff Bezos and Steve Jobs—”I went all the way aback to [Nikola] Tesla and [Cornelius] Vanderbilt,” the turn-of-the-century aircraft magnate. The men were ambitious, and they pushed the boundaries of what their aeon anticipation was possible.
Perhaps it’s not hasty that his aboriginal investments with Kleiman were in tech rather than absolute estate, or a acceptable branch like car washes or dealerships. It all started in 2014 aback Kleiman was in New York and got a appetite for Mr. Chow, the Midtown Manhattan Chinese eatery. But the restaurant banned to deliver; nor would it acquire Kleiman’s action to accelerate over an Uber. Instead it appropriate he download Postmates. The app would locate a bike bagman to get the aliment and accompany it to his apartment.
Kleiman told Durant, who was intrigued. On Durant’s abutting cruise to the Bay Area, he and Kleiman happened to drive by the Postmates offices; Durant appropriate they cold-call the founder. They appointed a meeting, and not continued after, Durant committed an advance in the aerial six abstracts to a 2015 $80 actor alternation D allotment round, abutting the cast of Tiger All-around Management and acclaimed VC firms Slow Ventures and Spark Capital. That was followed by allotment for the micro-investing app Acorns and The Players’ Tribune, Derek Jeter’s publishing belvedere for athletes.
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“With a lot of celebrity investors, the admeasurement of our interactions is, ‘Hey, do you appetite to arise to this cine premiere?’ ” Postmates CEO Bastian Lehmann tells me. “And that’s fun, but Kevin wants more: He wants to accept the business; he’s got ideas.” Lehmann says he scrapped affairs to redesign the logo afterwards discussing it over banquet with Durant.
When Durant arise he was signing with the Warriors in July of aftermost year, anybody bedeviled on the abstraction that he basic the best absolute aisle to a championship ring. The superstar aggregation had about absent in the 2016 Finals and was broadly accepted to accomplish the championship again. As Durant wrote on The Players’ Tribune, the Warriors represented “the greatest abeyant for my addition and claimed growth.” Yet there was no abstinent the team’s adjacency to the tech world. “That’s not why you’d accomplish the decision,” Kleiman says, “but it is an absurd bonus.”
In September of aftermost year, the allegorical broker and philanthropist Ron Conway catholic to Atherton, California, for a affair at the home of his accompany Ben and Felicia Horowitz. A cofounder of the venture-capital close Andreessen Horowitz, Ben is a Warriors season-ticket holder and die-hard fan—the break for the affair was Durant’s 28th birthday. Durant and the added players were backward assuming up, and Conway—famously an aboriginal advocate of Google and PayPal—soon begin himself bound in chat with a bald, envy man in his backward thirties. “He was actually the alone added actuality I had to allocution to,” Conway recalls of Kleiman.
When Kleiman mentioned that he represented Durant, and that Durant was acquisitive to aggrandize his portfolio of investments, Conway appropriate that the three of them get calm for dinner. A few weeks later, they were sitting about a table in Conway’s active room. For added than two hours, the leash discussed the VC apple and Durant’s charity, which helps body basketball courts for disadvantaged accouchement about the world. “I could acquaint he absolutely basic to accord back,” Conway says. He agreed to advice admonish Durant on added altruistic projects, afterwards abutting him with College Track, a nonprofit cofounded by Laurene Powell Jobs. Through the college-preparatory program, Jobs will be Durant’s accomplice on a massive new adolescence centermost to be congenital afterwards this year in D.C.
Conway additionally offered to allotment with Durant a account of his contempo investments. “I was absolute away,” he says, “because [Durant] knew about bisected the companies afterwards me anecdotic them. He knew the names, he knew what they did.” Durant has aback invested in several of the startups on Conway’s list, including the bot-based polling aggregation Polly.
Durant isn’t abbreviate on assets in the Bay Area: Forth with Conway, Durant speaks consistently to Ben Horowitz, and he plays cards with Chamath Palihapitiya, a co-owner of the Warriors who leads the multibillion-dollar VC close Social Capital. And he relies on the admonition of two added Warriors: Stephen Curry, who cofounded Slyce, a publishing app for athletes, and Andre Iguodala, who created the anniversary Players Technology Summit. “They apperceive absolutely what to do with their money,” Durant says, “and we animation account off anniversary other.”
A above music administrator for Jay-Z’s Roc Nation, Kleiman oversees Durant’s growing advance arm. [Photo: Pari Dukovic]He has additionally benefited from the examples of added NBA stars. Carmelo Anthony and Kobe Bryant acquire both launched venture-capital firms to ability their tech investments; LeBron James has active agreeable deals with above networks, such as HBO. “In the past, unfortunately, some athletes never gave abundant anticipation to what would arise aback their careers ended,” says Carl Chang, the CEO of a private-equity armamentarium and brother of above tennis pro Michael Chang. “Today, they’ve become abundant added adult in agreement of anticipation and preparations.”
Durant has developed his own centralized blueprint for free his investments. “As a kid, he was consistently watching who was advancing up abaft him,” says Kleiman, who started alive with Durant abounding time two years ago, “and he looks for that now in creators: He wants them to be as batty as he was.” Not continued ago, Durant asked the founders of an free bombinate startup, Skydio, to accord him a audience at his abode in Oakland. Durant accomplished over to blow the drone, and one of the founders “jumped 10 anxiety in the air,” Kleiman recalls. “And Kevin admired that: that proprietary instinct.” (Adam Bry, the CEO of Skydio, letters that Durant “got the technology appropriate away. In fact, I’d altercate that he apparently accepted it bigger than a lot of added able tech people.”) Durant has aback active on as an investor.
He’s additionally guided by an aptitude for abiding bets. “Kevin is such an inquisitive, bookish person,” says Social Capital’s Palihapitiya. “He makes abiding he understands absolutely how things work—what resonates and what doesn’t.” To Palihapitiya, the accommodation to accomplice with YouTube, over platforms such as Snapchat or Twitter, was proof: “YouTube has a abundant beyond all-around reach. It gives him added of an befalling to abound his brand.”
Over breakfast one morning at the Beverly Hills Hotel, area he stays while in L.A., Kleiman opens up his iPhone to a agenda book analogue Durant’s investments. There are some 30 in all, alignment in calibration from $50,000 to $2 million. Not all absorb tech: Durant has taken a pale in a watermelon baptize company; the flush Manhattan restaurant the Grill; and in Pieology, a alternation of pizza joints headed by Carl Chang. “It’s an abundantly able start,” Kleiman says, and mentions that he and Durant acquire been batting about the abstraction of putting calm their own VC firm.
Of course, tech advance is a awfully catchy game: Alike the wiliest, best acclimatized VCs lose money on their investments. “With adventure capital,” says David Abrutyn, a accomplice at Bruin Sports Capital, an advance firm, “you’ve got to go in with an accessible mind. You’ve got to accept that if you accomplish 10 investments, two ability hit.” Durant, who dominates the cloister in about every bold he plays, hasn’t had abundant acquaintance with that affectionate of accident ratio.
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“It’s a risk,” Durant allows. “But it’s a affected risk.”
As I drive through Hollywood with Durant and Kleiman one afternoon, the account break of a blockbuster accord that will accelerate Cleveland Cavaliers brilliant Kyrie Irving to the Celtics, in barter for a 2018 abstract aces and Isaiah Thomas, a amateur admired by Boston admirers for arch his team, improbably, to the 2017 Appointment Finals. Neither Durant nor Kleiman had an clue the transaction was in the works, and for a few minutes, they converse, in growing tones of incredulity, about what it agency for the antithesis of ability in the NBA.
Finally, Kleiman turns in my direction. As a Boston fan, am I upset? I acquire no appropriate to be, he goes on, abacus an curse for emphasis. “It’s a business, you know?”
Durant, who has joked that he’s been branded a snake so abounding times aback abrogation the Thunder that he “might aloof boom one of those things on my arms,” bound agrees: “Ain’t no adherence in this shit,” he says.
This was the Kevin Durant I see on assorted occasions during our time together: a apprentice of business realities and a amateur common about his action and his abode in it. A player, in added words, accommodating to applause aback at his above Oklahoma City admirers by releasing, in September, a bound copy of his Nike KDX, their insoles emblazoned with blame that acquire been hurled his way (“follower,” “soft,” “snake”). Scrawled on top are his stats from the 2017 Finals and the words “Finals Best Valuable Player.”
A bisected hour later, we access aback at Durant’s rental. The abode is thrumming with activity: In the kitchen, Durant’s claimed chef is advancing dinner, and in the active room, his stylist is alignment abeyant apparel for an accessible photo shoot. Durant pulls out a atramentous hoodie and nods appreciatively. Kleiman’s buzz rings: It’s Durant’s nutritionist, calling to analysis a account of appropriate vitamin supplements.
“What time is training?” Durant asks.
“You’ve got a few minutes,” Kleiman says, blockage his watch.
It is difficult to enlarge the accent of the accessible basketball division for Durant. As Erik Malinowski, the columnist of Betaball, a new book about the Warriors, puts it, if 2016–17 was about Durant “evolving as a amateur and a teammate,” the accessible division will be about accustomed advanced a legacy, and proving that he deserves the acclaim that has followed him for the bigger allotment of a decade. The burden will be intense.
At the aforementioned time, Durant’s business commitments are ratcheting up. A few canicule afterwards I leave L.A., he is slated to biking to Las Vegas to arise at a tech appointment with the founders of Rubrik, a cloud-based data-management belvedere that he afresh invested in. He is additionally planning a few affairs with the business aggregation at Alaska Airlines, which has broke Durant to advice body out its attendance at its big new San Francisco hub, acquired through its Virgin America acquisition. Durant is demography disinterestedness in the company, and Alaska will accomplice with Thirty Five Media on agreeable for his YouTube channel.
Durant is able-bodied acquainted that in 2017, he is by no agency the alone basketball amateur with a ancillary hustle, what with Anthony, Bryant, and James disposed to their tech and media fiefdoms. But he bristles at comparisons.
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“Come on, they’re all competitive. That’s their job!” Kleiman exclaims aback I ask about it. He is competitive, too: “Sometimes I’ll be like, ‘Yo, Kobe aloof did this,’ or ‘Carmelo got in on that.’ Or I’ll apprehend that Maverick Carter”—LeBron’s business partner—”had banquet with X, and I’ll go, ‘Shit, that agency I’ve got to go acquire banquet with those motherfuckers too.’ ”
Durant stands up: He wants to go bench and try on some clothes for the shoot. “I’d alarm it a advantageous competition,” he says afore descending. He smiles, again adds, “It’s not malicious.”
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