Ari Emanuel, the Hollywood agent whose ruthless persona inspired the HBO character Ari Gold, is stepping into the spotlight himself with a new video podcast called 'Rushmore.' The show, co-hosted with music manager Ben Persky, features debates about who belongs on various Mount Rushmores of sports, entertainment, and culture. The 64-year-old CEO of TKO Group has largely stepped back from day-to-day operations at William Morris Endeavor, where he built his reputation representing A-list talent.

In each episode, Emanuel and Persky welcome industry titans to debate the greatest figures in their fields. A recent Nashville recording found Emanuel, country stars Jason Aldean and Luke Bryan discussing country music legends. The format marks a striking reversal for the combative agent, who comes across as thoughtful and even vulnerable on camera. His willingness to share personal opinions, like selecting Willie Nelson as a top country artist, reveals a side rarely seen in his decades-long career.

The podcast, which debuted on X in September with an episode featuring Tom Brady and Peyton Manning, has drawn millions of views. Emanuel says the show grew from casual debates with Persky during the pandemic. While some episodes have uneven production quality, the format has attracted high-profile guests from sports, entertainment, and politics. With a memoir due this fall and increased social media presence, Emanuel appears to be carefully reshaping his public image after years of playing the industry's most notorious agent.