Most drivers are valued by where they finish. Rajah Caruth is also valued by who he is, and that part has never been written down. It shows up in every sponsor deck and documentary pitch, but nothing records it as an asset that can be scored, licensed or protected.
This soft pass does three things. It catalogs the creative works that make up the $RAJAH property. It scores that property across the five dimensions of the Cultural Property Rights Standard™ (CPRS™). And it lays out seven licensing lines the property can carry beyond the race car, each with a modeled annual band. It's prepared for Rajah's team at WME as the basis for a working conversation.
01 · Asset Identity
More than a racer, on the record
Rajah Kirby Caruth was born in Atlanta in 2002 to a Vincentian father and a Vincentian-Barbadian mother, and raised in Brooklyn and Washington, D.C. He found racing through Pixar's Cars, and at sixteen he started racing a family-fundraised iRacing sim in the eNASCAR Ignite Series. That sim seat got him noticed by NASCAR's Drive for Diversity program. In 2026 he runs the full NASCAR O'Reilly Auto Parts Series schedule, splitting the season between JR Motorsports' No. 88 HendrickCars.com Chevrolet and Jordan Anderson Racing's No. 32.
2018
Sim to seat. Begins in the eNASCAR Ignite Series at 16 on a family-fundraised iRacing rig.
2020
First documentary. Subject of NASCAR's Through the Fences (Tempo Networks) and an episode of The Family Business on BET+. Wins his first late model race at Greenville-Pickens.
2021
First Black winner at Tri-County Motor Speedway. Third in ARCA Menards Series East with Rev Racing.
2022
HBCU on the hood. Runs a Virginia State theme at Richmond in his Xfinity debut. Third in ARCA Menards Series points.
2023
Rose Parade and DOC NYC. Rides NASCAR's float with Richard Petty. Outside Line premieres at DOC NYC. Wendell Scott Foundation sponsors part of his Truck season.
2024
Las Vegas, March 1. First career win in the No. 71 Spire Chevrolet makes him the third Black driver to win a NASCAR national series race, after Wendell Scott and Bubba Wallace. Graduates from Winston-Salem State University in Motorsports Management. Named the Truck Series' Most Popular Driver.
2025
Nashville. Second Truck Series win. Second straight playoff run.
2026
O'Reilly full-time. Eight top-10s, two top-5s and a pole; 12th in the playoff standings as of October 13. Named WavEnforcer's first celebrity brand ambassador on October 13.
Catalog of creative works
A cultural property is the sum of works that carry an originator's identity. For $RAJAH those works are spread across his own channels, partner channels and third-party productions. The holder column shows where each one sits today, which drives what can be licensed directly and what needs a counterparty.
| Work | Year | Form | Current holder |
|---|
| "More Than A Racer"Persona line, Instagram bio, with the Vincentian flag | Ongoing | Identity mark | Originator · unregistered |
| Racing with Rajah CurriculumEducation series on the physics of racing, linked from his bio | Ongoing | Educational content | Originator · unregistered |
| Social & stream library1,255 Instagram posts, 139K followers, TikTok, Threads, Twitch | 2018– | Content archive, voice | Originator · platform terms |
| The Las Vegas winNo. 71 Spire Chevrolet, March 1, 2024 | 2024 | Historic moment | Footage: series & broadcaster |
| HBCU paint schemeVirginia State theme, Richmond, Xfinity debut | 2022 | Livery design | Unconfirmed |
| Through the FencesNASCAR documentary, Tempo Networks | 2020 | Documentary | Third party |
| The Family Business (episode)BET+ | 2020 | Television | Third party |
| Outside LineDocumentary, premiered DOC NYC, Nov 9 | 2023 | Documentary | Third party |
| WavEnforcer content seriesFirstline Brands, Instagram & TikTok, from Oct 9 | 2026 | Branded content | Co-created · terms private |
| Likeness & signature lookLocs, round shades, voice, No. 88 & No. 71 association | Ongoing | Likeness (D3) | Originator · unregistered |
02 · CPRS™ Dimensional Scoring
BCPV 67.70, Tier 3 Iconic
This is a soft pass. It draws only on public record: Wikipedia's career record (current to October 12, 2026), the Firstline Brands release (October 13, 2026), his Instagram profile (October 14, 2026) and his WME representation. No sponsor, team or agency figures were available, so the confidence factor is 0.66.
| Dimension | Weight | Score | Contribution |
|---|
| CISCultural Influence | ×0.30 | 72 | 21.60 |
| CCIConsumer Conversion | ×0.25 | 52 | 13.00 |
| LIPLikeness & Identity · D3 flagged | ×0.20 | 76 | 15.20 |
| CUVCommercial Usage | ×0.15 | 66 | 9.90 |
| HLMHeritage & Lineage · 0–100 raw | ×0.10 | 80 | 8.00 |
| BCPV | Sports CDC 1.14 → index 77.18 | 67.70 |
CIS 72. His influence is documented by institutions, not only by reach. Two documentaries, a BET+ feature, a Rose Parade float with Richard Petty, a fan-voted Most Popular Driver award and a place in a three-name lineage of Black national series winners. Reach is 139K on Instagram plus TikTok, Threads and Twitch. It's held below 80 because his audience is concentrated in motorsports and HBCU circles and hasn't yet crossed into mass culture the way a Cup Series seat would carry it.
CCI 52, the floor. Conversion is the least visible dimension. HendrickCars.com moved from 10 races to a full 23-race Truck season in 2024 and is still on his fire suit in 2026, which is strong evidence that a partner sees return. But no sales, redemption or sell-through figures are public, so the score stays conservative. A Day-0 pass with partner data is what moves this one.
LIP 76, the flagged dimension. Racing hides the face under a helmet for most of the broadcast, so a driver's identity has to ride on other signals. Rajah's does: the locs, the round shades, the Vincentian flag, the HBCU story, the gamer origin and a voice heard weekly on broadcasts and streams. The Firstline release quotes him directly: "My hair is a huge part of my culture and identity." That is identity a grooming brand just paid to associate with. D3 is where this property is widest and least documented.
CUV 66. Commercial use is verified and growing: HendrickCars.com, Chevrolet, JR Motorsports, Jordan Anderson Racing, Spire Motorsports, earlier iRacing and Wendell Scott Foundation sponsorships, and now WavEnforcer. WME representation means the usage is professionally managed. The score is held down because almost all of that usage runs through partner-side instruments, with no licensing vehicle the originator holds himself.
HLM 80, the strongest dimension. The lineage is specific and public: Wendell Scott to Bubba Wallace to Caruth, with Wallace as his mentor and the Wendell Scott Foundation as an early sponsor. Add an HBCU degree in Motorsports Management and a Vincentian-Barbadian heritage he puts in his bio. It stops short of the heritage-heavy 85–92 range because a five-season national career hasn't yet built generational custody.
Fingerprint note
Lineage-led: HLM is the top dimension, CCI is the floor
$RAJAH has the inverse shape of a viral property. Heritage and identity score above influence, and conversion trails because nothing has been metered yet. That's close to the heritage-heavy $HALIM pilot shape, with a higher likeness score. Calibration references: My First Museum Photograph 62.80 (Tier 3), $DILLAGENCE2 79.18 (Tier 4) and $REESE 90.30 (Tier 4). CCI is the cheapest dimension to raise: one season of documented partner results could add 4 to 6 points to the composite.
03 · Market Value Computation
$1.33M of commerce the property sets in motion
TCPMV measures the commerce a cultural property moves, not what a person earns. The base below is a modeled, identity-attributable slice of 2026 activity: the share of each line that follows Rajah himself rather than the car, team or series. Sector multipliers from the CPRS™ Framework are applied to each line.
Commerce base
$365K
Modeled, identity-attributable
Blended CDC
3.65×
Five sectors
Modeled TCPMV
$1.33M
$0.90M – $2.10M
On a CPRS™ ledger
$0
Nothing registered
| Line | What the property moves | Base | Sector | TCPMV |
|---|
| On-track partnersHendrickCars.com · Chevrolet · teams | Identity share of primary and associate value across the No. 88, No. 32 and Truck starts. | $180K | Sports 3.8× | $684K |
| Social & streamingIG · TikTok · Threads · Twitch | Attention and partner-content value across 139K Instagram followers and live streams. | $55K | Tech 4.5× | $248K |
| Media & documentaryBroadcast · docs · features | On-air features, interviews and the long tail of two documentaries and a BET+ episode. | $60K | Ent. 3.0× | $180K |
| WavEnforcerFirstline Brands · from Oct 9 | Ambassador content and activations, annualized. Net of a 30% realization discount. | $45K | Beauty 3.2× | $144K |
| EducationRacing with Rajah Curriculum | Classroom and outreach use of the curriculum. Routed at 3.0× (no education multiplier). | $25K | 3.0× | $75K |
| Total | Blended CDC 3.65× | $365K | 3.65× | $1.33M |
The band runs from $0.90M to $2.10M, so the property sits inside the Tier 3 Iconic band ($250K–$2M) with the top of its range touching Tier 4. It's placed at Tier 3 rather than rounded up.
04 · Monetization Surface
Seven lines the property can carry off the track
Each line below licenses something Rajah already originates. None depends on race results, which matters in a sport where seat and sponsor terms change every season. Bands are modeled annual ranges for a licensed program, not quotes. Together they come to $320K–$945K a year, before any AI line.
Line A · HBCU
HBCU Heritage Series
He has already run an HBCU theme at Richmond and graduated from Winston-Salem State. A recurring paint-scheme series with collegiate apparel and campus appearances turns that into a format schools, sponsors and the HBCU sports media can buy into each season.
$75K – $200K / yr
First counterparties: WSSU, HBCU athletic conferences, apparel licensees
Line B · Grooming
Signature grooming line
Firstline named him WavEnforcer's first celebrity ambassador this week. The next step is a co-designed signature SKU, such as a brush or durag colorway built for helmet wear, paid as a royalty instead of a flat fee.
$60K – $180K / yr
First counterparty: Firstline Brands (WavEnforcer)
Line C · Education
Racing with Rajah Curriculum
He already teaches the physics of racing to students. Registered and packaged, the curriculum can be licensed to school districts, STEM programs and HBCU outreach, with a sponsor attached to each unit.
$40K – $120K / yr
First counterparties: districts, STEM nonprofits, a title sponsor
Line D · Media
Story & documentary rights
Two documentaries already exist, but both sit with third parties. Consolidating his life-story rights gives WME a clean package for a series, a book or a follow-up film, priced from a registered record instead of from scratch.
$50K – $150K / yr
First counterparties: streamers, publishers, doc producers
Line E · Gaming
Sim racing signature
He came up through iRacing and still streams. A signature sim program, such as a branded rig setup, a coaching series or an esports event, licenses the origin story directly to the platforms that produced it.
$40K – $125K / yr
First counterparties: sim platforms, hardware makers, Twitch partners
Line F · Diaspora
Caribbean heritage partnerships
The Vincentian flag sits in his bio next to "More Than A Racer." Caribbean diaspora brands, tourism boards and carnival-season activations reach a market almost no other NASCAR driver can speak to.
$30K – $90K / yr
First counterparties: diaspora food & beverage, tourism, carnival media
Line G · Heritage moment
$RAJAH71: the Las Vegas win
March 1, 2024 is a dated, historic moment. Registered as its own sub-property, it can anchor anniversary releases, commemorative products and museum or Black History Month programming each year.
$25K – $80K / yr
First counterparties: collectibles licensees, museums, broadcasters
Line H · AI ▲ register first
$RAJAH.AI: likeness, voice & sim profile
Voice, likeness and a driving style already recorded in broadcasts, streams and sim data. Licensed on his terms, this is the largest line. Left unregistered, it's the most exposed. Modeled at 2–5× TCPMV.
$2.7M – $6.7M exposure
First counterparties: game publishers, sim platforms, AI licensees
How participation splits
Every line registered on MADE CX settles on the 80/16/4 split. 80% goes to the originator. 4% goes to Community Return, distributed by the CX Foundation across the four CPRS™ impact categories: Health & Wellness, Culture Alignment, Entrepreneurship and Sustainable Communities. On the $320K–$945K surface, Community Return comes to about $13K–$38K a year, an amount that could fund youth STEM and sim-racing access programs in the communities Rajah comes from.
05 · Forward Model & Urgency
The AI line comes first
D3 ▲ Critical · AI & synthetic exposure
His voice, likeness and driving data are already recorded
Few athletes generate as much machine-readable identity as a modern driver. There are weekly broadcasts with in-car audio, Twitch and social streams with hours of voice, high-resolution photography, and years of sim telemetry going back to 2018. Each one is training material for a synthetic voice, a generated likeness or an AI driver profile in a game.
Racing games and sim platforms are the obvious buyers, and they already license drivers. The question is whether the AI and synthetic rights are carved out as a separate, registered property before the next game cycle or partner renewal, or bundled in by default. Registering $RAJAH.AI first sets the scope and gives WME a record to enforce against.
- Next 30 days. Register the parent $RAJAH and the severable $RAJAH.AI entry. Record the creative works catalog above.
- This off-season. Review partner agreements for AI, likeness and voice clauses before 2027 renewals. Package Lines B and C, which have a counterparty already in place.
- 2027 season. Run Lines A and G around the HBCU calendar and the March 1 anniversary. Move to a Day-0 pass with partner data to firm up CCI.
06 · Rights Inventory
Proposed registry structure
Following series convention, $RAJAH registers as a parent property covering his career likeness, persona and influence. The AI surface is split off as its own entry, and the two works with distinct rights profiles, the Las Vegas win and the curriculum, become sub-properties. Sub-property composites are scored at registration, not in this pass.
Proposed Registry StructureCPRS™ · Soft Pass · Conf. 0.66
$RAJAH Parent: career likeness, persona and influence property
67.70 Tier 3 · TCPMV $1.33M
$RAJAH.AI Severable AI and synthetic surface: voice, likeness, sim profile. Register first.
2–5× $2.7M–$6.7M unrealized
$RAJAH71 Sub-property: the Las Vegas win, No. 71, March 1, 2024
Scoped Band at registration
$RAJAH.EDU Sub-property: Racing with Rajah Curriculum
Scoped Band at registration
Community Return Current state, unregistered
$0 CPRS™ attribution
07 · Execution Constraint
What has to be reviewed first
Primary gate · disclosed before any figure is acted on
Team, series and sponsor agreements are private
This brief can't see what Rajah's agreements with JR Motorsports, Jordan Anderson Racing, Spire Motorsports, HendrickCars.com, Chevrolet, NASCAR and Firstline Brands already grant over his name, image, likeness and voice. Those terms decide how much of each line above is still available to license and how much is already committed. WME holds them, which is why this is a conversation to have with WME.
Secondary gate: both documentaries and the 2020 BET+ episode are owned by third parties. Line D depends on what life-story rights Rajah kept in those productions.
08 · The Partnership
MADE CX runs the intelligence. WME keeps the judgement.
Most of the work that turns a career into property follows rules: provenance, title registration, rights checks, scoring, misuse monitoring and license administration. Today that work is either billed by the hour or not done at all. MADE CX delivers it as a finished outcome through agentic operations, with human sign-off on every valuation, and records it on a public ledger.
The judgement stays where it belongs, with Rajah and his team at WME. What changes is that every negotiation now starts from a number Rajah already holds.
MADE CX · establishes the value
Registry, standard and ledger
- Title registration for $RAJAH, $RAJAH.AI and each sub-property
- CPRS™ scoring against a published standard, re-scored each season
- Misuse and AI monitoring across platforms, games and feeds
- Cultural Use License™ issuance and 80/16/4 settlement
- Enforcement claims prepared and documented for decision
WME · negotiates against it
Deal strategy and sign-off
- Partner and brand deals priced from the registered band
- What to license, to whom, and when
- Enforcement decisions made with Rajah
- Renewals with teams, sponsors and game publishers
- The next Culture Makers on the roster
The partnership pathway
Step 1 · Now
Onboard Rajah first
Day-0 pass with WME's partner data. Register $RAJAH and $RAJAH.AI. Firm up the band.
Step 2 · Off-season
Price the 2027 renewals
Bring the registered band into every team, sponsor and licensing conversation before terms are set.
Step 3 · 2027
Extend to the roster
Use the $RAJAH record as the template for other WME athletes, artists and estates.
