Before Wattpad, fanfiction.net, or Archive of Our Own, 11-year-old Jake Black wrote “Star Trek” fanfiction–by hand, and sent it to Bob Greenberger, the editor of Star Trek comics. To young Jake’s delight, Greenberger replied, gave him feedback, and advised, “If you want to write, write every day.”
Black has done just that and it has served him well. Today, he is an award-winning writer who has worked for some of the biggest brands in pop culture and entertainment, including Star Trek, WWE, Teenage Mutant Ninja Turtles, Supergirl, Smallville, Umbrella Academy, Adventure Time, Steven Universe, and many, many more.
Black’s 20-year writing career extends to all forms of media, including digital/social media, TV, books, comic books, print, trading cards, etc.
“I’ve done TV, I’ve done comic books, I’ve done books, I’ve done magazine articles, I’ve done random things like trading cards… I just write,” he explained in a recent Leadership Talk hosted by FUTURE NOW CEO and Founder, Peggy Kim.
Currently, he works at Paramount as a writer and producer of long and short-form digital creative content supporting the various shows and brands across Paramount+, Showtime, CBS Studios, and Pluto TV, including writing special features for the new and old “Star Trek” series.
Black’s origin story is an unconventional one. “I was originally a theater kid,” he shared, which “taught me how to tell stories.” He worked as a stage manager doing summer stock in his native Utah before a “nuclear breakup” with a girlfriend spurred him to get out of town for a while. He was driving when he heard a radio ad promoting a new Superman show called Smallville. In that moment, he declared, “I’m going to go work on Smallville.” He had grown up loving Superman and superheroes of all shapes and sizes. It was a no brainer.
But how? Black tracked down the production company, found a phone number, made cold calls, and hoped someone would give him a chance. The same can-do spirit that inspired him as an 11-year-old to write to the editor of Star Trek comics was alive and well. Soon, Black was on a plane to Los Angeles to work as an intern on the iconic Warner Brothers lot. When they asked what he wanted to do, the answer was simple. “Write,” he said.
One day, executive producers Alfred Gough and Miles Millar gathered the interns and production assistants into their office and gave them the chance to pitch episodes. Black, buzzing with ideas, returned the next day with a dozen pitches. “None of them were good,” he laughed, but “it showed initiative.” The producers invited him to sit in the writers’ room and observe. “I would just sit there, and… they would give me advice on storytelling.”
Soon, Black got to do more and started writing for the Smallville-affiliated websites. “They were newspapers, like the town newspaper, and it would tease stuff that’s coming in the show and talk about… the fallout from the previous episodes, that sort of thing,” he explained, “and that just blossomed into this career.” The website even won the Promax Award—now the Global Entertainment Marketing Award—for best use of the website, a notable industry honor.
This led to other opportunities like writing for Smallville comics. Once his internship ended, Black continued in that role and eventually produced and wrote DVD features for the show. His connections kept growing, and soon, Black was writing for DC Comics and animation, including shows for Cartoon Network and Fox.
Today, in addition to his work at Paramount, Black teaches classes at the University of Connecticut and takes freelance writing gigs. One day he might be lecturing students about writing for marketing, and the next, he’s pitching a “Rick and Morty” comic about an alien planet worshiping Rick as a god.
The varied nature of Black’s career and the forms of storytelling he has engaged in throughout have kept him active and versatile.
“If you learn how to tell a story,” he explained, “you can write no matter what the format is because ultimately that’s what we do. We tell stories.”
He recalled what Smallville writer Michael Green (who has gone on to write films such as Logan and Blade Runner 2049) once told him. “We just sit around and say, ‘What would Clark Kent do?’” That approach not only works for Smallville, but for every story. Swap out “Clark Kent” for any number of things—what would Spock do? What would this WWE character do? What would Ronald McDonald do? By putting himself in the mind of the character, Black can write for whomever or whatever he wishes, even brands. “A brand is a character,” he explained. “A brand is the voice….If you view the brand as a living being with its voice, that’s how you’re going to be effective.”
Black also shared some advice from comic book writer Mark Waid, who once told him, “You need two of three skills to be really successful in life… if you have two of the three, you’re going to succeed. First one, you need to be the most brilliant creator that has ever lived. Second one, you need to be a joy to work with. And the third one is you need to be fast and never miss a deadline.”
“I am not the most brilliant creator that’s ever lived,” Black said with a laugh, “but people like to work with me… and I’m fast and reliable.” As he put it, “Life’s too short to be a jerk,” and in an industry built on networking, it pays to be nice.
Even when others might behave badly, Black leans into empathy. “We’re all in this together and we’re ultimately on the same team.”
“[Empathy is] a strength that can build relationships. And, ultimately, this business is about relationships.”
Sharing some final thoughts, Black acknowledged that the media industry might seem like Fort Knox–formidable and impenetrable, but there are always holes in the fence. “Find that hole in the fence,” he said. “Learn what your skills are. Where can I improve? What can I offer? And then find somewhere to offer it.”
“Find those opportunities to network,” he added, and “participate in activities and situations where professionals are available, and then don’t be scared to ask them the question, ‘What should I do?’”
You never know the opportunities that will present themselves.
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