In 2011 King wrote and directed a touring show by Cirque du Soleil dedicated to Michael Jackson called "". In 2012, he co-created the boy band IM5 with Perez Hilton and Simon Fuller and directed Madonna's Super Bowl XLVI halftime performance. This performance marked the third time he appeared at Super Bowl for work. His first appearance was in 1993 as a dancer in Michael Jackson's performance at Super Bowl XXVII. He returned in 1996 as a choreographer for Diana Ross' performance at Super Bowl XXX.