Hi, I'm Ernest Baker
Writer. Creator. Storyteller.For the past 15 years, I’ve worked with some of the most influential people and brands in the world to create impactful, award-winning content across the fields of marketing and journalism. I grew up in the Chicago area and have split my time between Los Angeles and New York City in the years since.This site is a collection of some of my favorite moments in my career. Enjoy.
LeBron's Utopian Vision for Akron
On the scene in Akron, Ohio where the LeBron James Family Foundation is on a mission to revitalize the basketball star's hometown community with school programs, housing, a job training facility, and health services.
La Liga's Great Expectations
With a $2.3 billion investment from CVC Capital Partners in hand, Spain's premier soccer league is on a quest to become the planet's most popular sporting institution. I went to Madrid to find out more about their plans.
The NBA's Youngest Team Owner
Mat Ishbia made history when he acquired the Phoenix Suns for $4 billion. I sat down with the 44-year-old at his team's arena to talk about trading for Kevin Durant, media rights deals, and the rest of his fiery start.
A $700 Million Blockbuster
Sports fans were shocked when the legendary Staples Center became Crypto.com Arena — literally overnight. I spoke to execs on both sides of the deal for an inside look at the extremely expensive and complicated transaction.
On Tour With Tyler The Creator
One of music's weirdest and smartest young stars invited me on his tour bus for a trip between sold out concerts in New Orleans and Dallas. I got to witness the magic behind his platinum-selling, Grammy-winning formula firsthand.
A Historic Fight in Las Vegas
Tension was in the air and millions of dollars were at stake at the third Canelo-GGG match in Sin City. I met up with both boxers on the Strip before their iconic trilogy reached its dramatic conclusion.
The Future of Competitive Sailing
SailGP, the brainchild of champion yachtsman Sir Russell Coutts and Oracle founder Larry Ellison, wants to bring sailing to the masses. I got a personal look at the ambitious operation during a season finale in San Francisco.
Backstage With Drake
The Canadian rapper beat the odds to become hip-hop's preeminent superstar. I spent a week between his home, industry parties, and backstage at his headlining Coachella set investigating the joy and pain of his success.
Brand + Marketing
Beyond journalism, I'm equally passionate about working with companies on innovative ways to achieve their goals. Concepts, strategy, social media, copywriting, photo and video direction, and hands-on execution are where I've made my most valuable contributions to the creative process.The following are a few of the advertising campaigns, content series, and product launches of which I'm most proud.
Beats By Dre
Beats needed a solution to promote their headphones, the Straight Outta Compton film, and Dr. Dre's musical legacy at once. I helped develop the concept, copywriting, and social media strategy for the Cannes Lion-winning Straight Outta Somewhere campaign that ensued.
Netflix
The world's most popular streaming service was looking for a unique way to promote their series Dear White People, a dramedy about the experiences of black students at a fictional Ivy League university. I ideated and produced Netflix's Taking Up Space — a digital documentary series about the real-life stories of students in a similar position at Harvard and Yale.
NBA 2K
I was a manager and leader on the marketing team that helped sell more than 10 million units of NBA 2K21 and drove a record $3.37 billion in annual revenue for video game conglomerate Take-Two. I collaborated with NBA players and Instagram, TikTok, X, and YouTube to maximize the reach of our media.
ESPN
ESPN was sourcing material that would help them own digital channels with the same authority as their grasp on linear television. I produced and marketed one of the elements in realizing that strategy: Last Table — an ESPN digital series that brought athletes and celebrities together for sports debates over dinner.
Apple Music
During my time as the editorial lead at music distributor UnitedMasters, we won a Cannes Lion and Clio for our soundtrack collaboration with the NBA. Soon after, we elevated the project with an exclusive Apple Music partnership dedicated to playlisting and promoting independent artists.