Carmelo Anthony, 10-time NBA All-Star and co-founder of content company Creative 7, talked about his desire to champion underrepresented voices in his entertainment storytelling at Variety’s Sports and Entertainment Summit, presented by City National Bank.

“I just think at our core with Creative 7 we want to amplify the unheard voices. [These are] people who feel like they’ve been overlooked or overheard and, or not even heard at all,” says Anthony in his conversation with Angelique Jackson, senior entertainment writer at Variety. “They’re stories that a lot of people don’t want to touch, or there are topics that a lot of people don’t want to get involved with. And that’s where Creative 7 comes in. We push the envelope. We test it and see how far we can go.”

Anthony believes that his personal experiences in overcoming obstacles have prepared him to succeed as an athlete and at Creative 7.

He tells Jackson, “I know what it was like walking through those trenches. And I know what it was like waking up in the middle of the night or in the morning and having a struggle and surviving until the next day. It was a survival of the fittest in that environment. And [I’m looking forward] to be able to take those real-life experiences and tie those into the projects and stories. It makes it easy for me because I know what it is. I know what it felt like. I have that passion. I have that emotion when it comes to my community.”