Ojay on Building DefEars, African Content and the Future of Creator Communities
Entertainment executive Ojay reflects on growing DefEars from a talent-management outfit into a wider creative company working across influencer marketing, production, events, merchandising and original films. He says the biggest shift in his career came when he began building a company rather than working only as an individual. His approach to finding talent focuses on ambition and consistency, while his expansion strategy relies on collaborating with specialists in new fields. Ojay also discusses the growing value of African stories, music, fashion and digital creators. He outlines Hustle, a planned platform intended to help small businesses connect directly with content creators, negotiate campaigns and manage payments securely.
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