Jonathan Henderson, better known by his professional name Bigga$tate, has built a career spanning music, publicity, digital media, and gaming. As the CEO of Bigga$tate PR, he works as a publicist, musician, actor, co-director, label executive, manager, television producer, investor, and gamer.
His résumé is broad, but his story is about more than professional titles. Henderson grew up in Chicago after being abandoned as a child. Without institutional support or foster care, he raised himself. That experience of survival has shaped his persistence, and ultimately, his ability to influence industries from entertainment to gaming.
Building Bigga$tate PR
After more than a decade of learning nearly every role in the entertainment business, Henderson launched Bigga$tate PR in 2020. His goal was to offer the services of a full agency while maintaining independence. The company now provides:
- Public Relations and Crisis Management
- Influencer Strategy and Talent Representation
- Branding and Digital Strategy
- Experiential Marketing
Though the firm has never relied on a website, demand grew quickly. Henderson’s services earned a “Pro Vetted” designation on Fiverr, placing him in the top one percent of providers on the platform. That visibility brought him both startups and high-profile clients.
Today, the agency also draws on the experience of Domenick Nati, founder of Nati Celebrity Services and host of The Domenick Nati Show, known for interviewing entertainers including John Legend, Will Ferrell, and Shaquille O’Neal.
High-Profile Collaborations
Henderson’s client list and collaborations highlight the range of his work. His credits include:
- Co-creating the Netflix-sponsored Squid Game #181 Tour
- Co-directing alongside Gordon Ramsay on Hell’s Kitchen
- Serving as a contributor for Emmy Awards content
- Signing artists to Empire, Universal Music Group, and Sony Orchard
- Delivering more than one million media placements and serving over 1,000 celebrity clients
- Driving more than one billion views and streams across platforms
In gaming, Henderson has scouted talent for the Global Gaming League and worked to connect artists with creators such as T-Pain and Clinton Sparks.
This fall, Henderson is releasing a new single titled Safari, featuring Grammy-nominated rapper Ink Dawg of Rap-A-Lot Records. The project has attracted sponsorships from brands including WWE, Colgate, MFI Medical, King Palm, Sunday Scaries, Clean Email, and AllYouPlay.
Expanding the Talent Roster
Bigga$tate PR has expanded its reach into talent management, bringing several high-profile names under its wing. Recent signings include Kenny Brooks, the viral “funny salesman” with more than three million followers, whose collaborations span stars like Kevin Hart, Will Smith, and Lil Baby. The agency also represents Mario Cannon, rapper and actor best known for his role on FOX’s Empire.
Perhaps its most notable partnership is with comedian Reggie Baybee, who also happens to be Henderson’s cousin. Henderson now manages Baybee’s career while serving as his publicist, a collaboration that has already produced viral campaigns and lucrative brand deals.
Overcoming Early Challenges
Henderson’s path to success reflects a focus on resilience rather than resentment.
“I overcame challenges by doing the work,” he says. “I don’t blame anyone who didn’t support me early on. People make mistakes. I realized I was built with abundance, so now I help others achieve their dreams alongside me.”
Through programs like Springboard and sponsorship opportunities, Henderson has mentored creators, helped influencers secure paid partnerships, and negotiated artist deals with advances ranging from $2,000 to $1 million.
Looking Ahead
The year 2025 marks another chapter in Henderson’s career. He is preparing new music releases, taking on acting roles in films by director Omen Kaine (The Heart Tells Tales), and exploring work as both a publicist and voice actor with Cartoon Connect.
His long-term ambition is expansive: “I want to help create one million millionaires before I die.”
For Henderson, the goal reflects more than personal success. It is about using his platform to multiply opportunities for others, a mission that continues to define his work across industries.
