The show will follow the four LeBrons: Kid (the protagonist), Athlete (the basketball star), Business (the suave suit), and Wise (the grandfather-figure) as they live in James’s hometown of Akron, Ohio. Each episode is based on lessons that teach respect or the importance of school. Rapper Drake guest stars as himself himself in one episode and eventually rap battles Business LeBron after an altercation. While it might seem like a cheap cameo, the episode teaches that violence isn’t the only way to solve conflicts. It’s a smart move.
The LeBrons will be delivered through a dedicated YouTube channel, youtube.com/thelebrons with some syndication on major sports sites, said Dan Goodman and Bill Masterson, co-founders of Believe Entertainment Group who helped create, finance and sell the show. Goodman and Masterson believe in the webisode format as the new frontier of digital entertainment: “When we looked at LeBron’s audience, it really became a natural place for the show to reside,” Masterson said. “Unlike when we grew up and cartoons were on Saturday morning … now their access is not as programmed or dictated by timing. It’s on their own terms.”
James will help those numbers by promoting the show through his social media presence. His Facebook account has more than 4.8 million “Likes,” while he has more than 1.5 million followers on Twitter (@KingJames). James has also dedicated a part of his website to showing the series.
James has long supported the Boys & Girls Clubs of America,...
