Storytelling has always been at the center of Michael Sugar’s career.
X4Y is a subsidiary of Sugar23, a management and production company led by Michael, recipient of the Best Picture Oscar® for "Spotlight." He has also shepherded such acclaimed projects as "13 Reasons Why," "The OA," "Maniac," "The Knick," and "Dickinson." In additional to multiple Golden Globe® and Emmy® Nominations, Sugar23 directly represents many of entertainment’s most admired writers, directors, and creators.
In an effort to scale his passion for story and storytellers, Michael founded X4Y in 2021.
X4Y is the power of story, discovery, and connection. We’re a marketplace for creators to showcase their content, collaborate and connect with brands who seek stories and talent that align with their brand mission and business objectives.
In a digital age of overconsumption, and with Michael’s habit for bucking tradition, X4Y offers a place to make and monetize unbranded content™, a method of producing adaptable, story-focused content that authentically resonates with brands and their audiences.