In 2014, rapper André 3000 performed at the Lollapalooza music festival whilst wearing a jumpsuit with the words “across cultures, darker people suffer most. why?” written across his chest. He wore it in support of the Black Lives Matter Movement (which, reminder, actually started in 2013) and everyone took the message to mean that anti-blackness exists on a global scale.

André 3000 at Lollapalooza Music Festival, 2014

This isn’t wrong at all, but looking back, it can also be understood through the lens of colourism.

Audio available here!

What does colourism mean?

Colourism is defined as prejudice or discrimination towards individuals with a darker skin tone. Across…

Woman with her hands in the air, surrounded by luxury bags and suitcases
Woman with her hands in the air, surrounded by luxury bags and suitcases

One of the top social media trends of 2020 was giveaways, a marketing strategy that not only incentivises audiences to engage with an account but, if done properly, fosters word of mouth that can take brand visibility to tremendous heights.

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Molly-Mae is the perfect example. Back in September, the Love Islander-turned-mega-influencer practically broke the internet when she offered her followers the chance to win £8,000 worth of gifts, including Apple and Louis Vuitton products as well as her own fake tan products. Her post gained over 1 million likes, almost 3 million comments and got…

A brand strategy, when created and executed correctly, is guaranteed to grab your customers’ attention. However, social media has made it easy for a business to lose control of its brand. This can be avoided with some careful consideration. Here are 8 top tips that will take your small business to the next level.

1.Understand that brand strategy is not the same as a business strategy.

The former should focus on building customer relationships and how your business will be perceived.

2. Ask yourself, what is your brand’s purpose?

3. Define your business goals.

When creating a strategy, it’s essential…

Post-lockdown has brought about a change in attitude towards money, with people (particularly freelancers and the self-employed) searching for ways to diversify their streams of income, in the name of financial security. So, how can influencers make (more) money online?

Our founder, Charlotte’s number one tip for making money online is through affiliate links. These are trackable links that attribute sales to an individual or business, resulting in some form of commission.

Affiliate marketing is an easy win, with no hassle and no risk. …

Listen to the audio here.

On the 25th May 2020, George Floyd, an African American man, was murdered by members of the Minneapolis Police Department. His murder along with the murders of Breonna Taylor and Ahmaud Arbery, made the world stop and pay attention. We saw international protests and activism on an unprecedented scale.


11 months later, Derek Chauvin, the police officer who kneeled on Floyd’s neck for over 9 minutes (of which 8 minutes and 46 seconds were captured on video), was found guilty on the charges of second-degree unintentional murder, third-degree murder, and second-degree manslaughter. …

Listen to the audio here.

Contrary to popular belief, being an influencer isn’t easy, and nowadays it seems like Instagram has made it even harder for content creators to grow their platform. With the ever-changing algorithm seemingly out to get content creators, the goal for many on the app is to increase their visibility, engagement and, by extension, following.

One way to go is to buy your followers… We would never condone this and it’s very easy to spot an account with bots and fake followers, so we feel that micro-influencers should aspire to create an audience made of real…

A quick guide on what NOT to call Black and Brown people

It’s the last month of the year and we’re just out of our second national Lockdown. Amidst the pandemic, where BAME people are said to be at higher risk of infection and mortality, confusion stirs: who are “BAME people”? Aren’t there several groups within that term? If we’re all lumped together, how accurate are these estimates really?

Woman saying “I’m so confused” gif
Woman saying “I’m so confused” gif

COVID talk aside, in the case of brands, many terms like “BAME” are used in campaigns to appear inclusive. So, how can brands be genuine in their efforts to amplify Black voices and talent, post Black History Month and the BLM resurgence?


Amaa Enwo

Marketing insights- inclusivity and influencer marketing.

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