For the older generation, Michael Irvin was a dominant wide receiver and an important part of three Super Bowl-winning squads for the Dallas Cowboys. And for the new generation, he is a great broadcaster and analyst. However, after conquering the gridiron and the broadcast booth, Irvin is now making a power play for the one thing he hasn’t yet dominated: the production studio.

Irvin took to Instagram and made it official. He dropped a video, straight to the point. No fluff. He told Cowboys Nation and the rest of the league about his next chapter.

“I’m just so excited to share with you guys the great news that I have started my own production group. Playmaker Production Group.”

Just like that, the former Cowboys star opened a new lane beyond the Big D. Then, Michael Irvin explained why this move matters to him. And he did it with heart.

“I’ve had a great football career. And a great broadcasting career working for just about every network. But now, with my own production group, we get to dive a little deeper. So we are looking so forward to bringing you those great, authentic stories. Stories that will raise you up. Stories that will make you think. Some that may even drop a tear,” he said.

And with this new approach, his broadcasting experience will help him. Irvin spent years sharpening his voice. He joined the NFL Network back in 2009. He stayed for 15 seasons and became a staple on NFL GameDay Morning. Eventually, that run ended in 2024, but still, the experience stayed. And now, it fuels this next play.

Nowadays, Michael Irvin keeps the energy rolling online. He brings his takes to a YouTube show, It Is What It Is, discussing current NFL topics and player news. And truth be told, it was also a great venture for him.

Michael Irvin maps out smart YouTube expansion

Just months ago, in October, Michael Irvin linked up with Sun and Sky Entertainment and Blue Wire to shape his channel the right way. Creative direction, tech support, and ad muscle are all covered.

So now, Sun and Sky will run creative ideas, production flow, and daily ops. Meanwhile, Blue Wire will focus on ads and sponsorships.

It helps brands find Irvin and the channel scale fast. More importantly, Irvin wanted flexibility. He did not want to stay boxed in as the media keeps changing. And Irvin explained that mindset.

“There is a strategic direction that you have to take for maximum growth, and you got to be around the people that understand that if you are going down this lane,” he said, “and there’s no doubt about their understanding.”

After that, Irvin highlighted what impressed him most. Sun and Sky know how algorithms and reach work. They do not just execute his vision. They also teach him the why behind it. Irvin called that side of the business the “brilliant stuff.”

Finally, the content plan brings it all together. Irvin will roll out weekly shows, live streams, and interviews. He will tap into his deep circle of athletes and entertainers. Most of all, he wants a real connection, especially with younger viewers.

“You have to go where the people are going and especially where the more desired young audience is going,” Irvin said. “You want to stay involved; you want to stay connected to what’s important. Then you have to have the liquidity in the ability to move with it.”

On YouTube, that audience matters most. And Irvin is meeting them right where they are. And now with the new production venture, he will tell more stories to his fans and viewers.