Bloomberg reported James and Carter received a cash infusion from global investment and financial services firm Guggenheim Partners LLC, UC Investments, News Corp. heir Elisabeth Murdoch, and SC.Holdings, the investment fund managed by entrepreneur Jason Stein.

The firm’s board consists of Carter, Serena Williams, Murdoch, Marc Rowan, co-founder of private equity firm Apollo Global Management, Live Nation Entertainment CEO Michael Rapino, Minerd, Paul Wachter, who is James’ wealth manager, and Tom Werner, chairman of the Boston Red Sox and English soccer club Liverpool.

The SpringHill Company is a consolidation of James’ marketing firm Robot Co. and several entertainment companies, including SpringHill Entertainment and Uninterrupted LLC. SpringHill Entertainment is the company behind the production of the upcoming sequel to “Space Jam.”

The company is described “as a media company with an unapologetic agenda: a maker and distributor of all kinds of content that will give a voice to creators and consumers who’ve been pandered to, ignored, or underserved,” Bloomberg noted.

“Big news‼️ Announcing the next chapter as THE SPRINGHILL COMPANY: a media company with an unapologetic agenda – a maker and distributor of all kinds of content that will give a voice to creators and consumers who’ve been pandered to, ignored, or underserved,” The SpringHill Company’s Instagram wrote.

Bloomberg didn’t elaborate on the deal structure or the sizes of each investors’ stake, but it was mentioned James and Carter formed the company at the start of the coronavirus pandemic in March.

“When we talk about storytelling, we want to be able to hit home, to hit a lot of homes where they feel like they can be a part of that story. And they feel like, Oh, you know what? I can relate to that. It’s very organic to our upbringing,” James told Bloomberg.

“When you grow up in a place like where we were, no matter how talented you are, if you don’t even know that other things exist, there’s no way for you to ever feel empowered because you’re like, I’m confined to this small world. That’s our duty. A lot of exposure,” Carter added.

The pair recently signed a TV production deal with Walt Disney Co and is working with Netflix on a basketball-themed movie.