Adaora Oramah, a 28-year-old Nigerian-American CEO and founder of AMAKA Studio is dedicated to empowering Pan-African creators by providing them with a platform to showcase their talents and stories. With a background in media communications from NYU and the London School of Economics, Adaora has collaborated with leading firms like VICE and OkayAfrica.
Under her leadership, AMAKA Studio has secured over $1.5 million in funding from investors such as Morgan Stanley. Adaora drives lasting impact in the media and creative sectors, overcomes the challenges of being a female founder in technology, and amplifies the voices of African creators through innovation and mentorship.
In this exclusive conversation, Adaora Oramah shares her inspiring journey of empowering Pan-African creators. As the CEO and founder of AMAKA Studio, Adaora discusses her mission to provide a dynamic platform that amplifies the unique talents and stories of African creators.
Can we get to know you?
I’m Adaora Oramah, the 28-year-old Nigerian-American CEO and founder of AMAKA Studio. I’m deeply passionate about empowering Pan-African creators by providing them with a platform to showcase their unique talents and stories. My background in media communications from NYU and the London School of Economics has shaped my career, allowing me to work with leading firms like VICE and OkayAfrica.
AMAKA Studio has achieved significant milestones, securing over $1.5 million in funding from investors like Morgan Stanley. My drive comes from a desire to celebrate and uplift African talent in an industry where such voices are often underrepresented.
I navigate the challenges of being a female founder in technology and commit to making a lasting impact in the media and creative sectors. I believe in validating ideas through experimentation and learning from mentors, and I’m dedicated to supporting and amplifying the voices of African creators.
Tea or Coffee? Which one gets you up and running in the morning?
Green tea gets me started or early grey tea with soya milk!
What inspired you to create AMAKA Studio, and how did the idea first come to life?
AMAKA Studio was inspired by a deep-rooted passion to celebrate and elevate Pan-African creators whose stories and talents often go underrepresented in the media landscape. Growing up with a keen interest in media and a rich cultural background, I noticed a gap in platforms that truly honored the diversity and vibrancy of African voices.
The idea for AMAKA Studio took shape during my time in New York, where I immersed myself in the media space and observed the stark contrast between the global portrayal of African talent and the actual dynamism within the continent. My experiences at firms like VICE and OkayAfrica, coupled with my academic background in media communications from NYU and the London School of Economics, provided me with the insights and skills to bridge this gap.
AMAKA Studio has evolved into a desire to create a space where Pan-African creators could not only showcase their work but also monetize their stories effectively. We also wanted to streamline the process of creator discovery for businesses, helping them source and commission creators all on the platform. We aimed to build a platform that not only highlights African creativity but also supports it financially, ensuring that these creators receive the recognition and opportunities they deserve. The idea came to life through a combination of passion, experience, and a commitment to addressing the underrepresentation of African talent in mainstream media.
Did you have any role models or mentors who influenced your career path?
Yes, I’ve been fortunate to have several mentors who have influenced my career. I’ve learned a lot from smart, successful women who have shown me the importance of confidence and grace. Their guidance has been invaluable in shaping my journey. I’ve been fortunate to have incredible support throughout my journey. My parents have always been my strongest advocates, providing unwavering encouragement. I also owe so much to my mentor, Terhas Berhe, who leads the only Black woman-owned communications agency in London. She has taught me everything I know and embodies the true spirit of Black women uplifting and empowering each other.
Are you an early bird or a night owl?
Early bird.
Can you describe a typical day in your role as AMAKA Studio Founder?
My days are a mix of strategic planning, managing partnerships, and engaging with the businesses and creators on our platform. I spend a lot of time nurturing our community and exploring new opportunities for AMAKA’s growth, whether through collaborations or developing new features for our platform such as AMAKA Gigs, a platform for business owners, publishers, and creative entrepreneurs to discover, commission, pay, and manage Pan-African creators seamlessly.
What are some unique challenges that Pan-African creators face, and how does AMAKA Studio address these challenges?
Pan-African creators often face challenges like lack of visibility and limited access to monetization opportunities. At AMAKA Studio, we address these challenges by providing a platform where creators can amplify their stories and connect with brands for commissioned work. We also offer tools that make it easier for creators to manage and monetize their content.
In addition to these efforts, we’ve introduced the AMAKA Internships Grant as part of our Creator Grant initiative. This program specifically tackles the challenge of limited access to professional opportunities and industry experience, which is one of the barriers for many creators in the region. The AMAKA Internships Grant offers creators hands-on experience and exposure through fully paid internships at key media companies across Africa.
What role does technology play in AMAKA Studio’s platform, and how do you stay ahead of digital trends?
Technology is at the core of AMAKA Studio. It enables us to connect creators with brands seamlessly and offers various tools for content management and monetization. To stay ahead of digital trends, we continually evolve our platform based on data insights and user feedback, ensuring we provide the best experience for our community.
What lessons have you learned as a female founder in the tech and creative industries?
I’ve learned the importance of perseverance and resilience. As a female founder, especially in the tech industry, I’ve faced challenges related to underfunding and bias. However, these experiences have taught me to navigate adversity with strength and build a solid support network.
How do you stay motivated and inspired to lead a platform that champions African voices?
My motivation comes from my passion for highlighting African talent and my desire to create more opportunities for Pan-African creators. The potential to reimagine the African continent through digital storytelling is a constant source of inspiration for me.
AMAKA Studio just launched a new feature; can you tell us about it and what’s the reception like?
Our new programs are empowering and supporting Pan-African creators. We’ve introduced AMAKA Gigs, a platform that makes it easier for brands to discover, commission, and collaborate with top-tier creative talent across the continent. This tool fosters seamless partnerships by enabling creators to showcase their work and connect with brands in innovative ways.
Additionally, we’ve launched Creative Credits, which offers financial support to cover up to $500 for an annual subscription to the creative software of choice for eligible creators, SMEs, and freelancers. This initiative helps to remove financial barriers and provides access to essential tools needed to excel in the creative industry.
To further support our community, we are working with financial partners to offer a specialised credit facility for creators, ensuring they have the necessary funds to cover their production needs without financial strain. We will be launching this in the coming months..
The reception to these new initiatives has been overwhelmingly positive. Creators are excited about the opportunities and resources that these new features provide
What do you believe is the future of storytelling in the digital age, particularly for Pan-African creators?
I believe the future of storytelling is digital, providing creators with a platform to share their stories on their terms. For Pan-African creators, this means greater global reach and monetization opportunities, allowing them to shape narratives that resonate both locally and globally.
If you could collaborate with any creator or artist in Africa right now, who would it be and why?
Diaspora: Golloria, a US-based South Sudanese beauty content creator, leads the way in using content to advocate for actionable and tangible change in the beauty industry. Consequently, she would be an amazing creator to collaborate with on discussing the role of influencers and social media as tools for advocacy.
Africa: Meanwhile, Chinasa Anukam is a Nigerian digital content creator who produces, directs, and hosts the hit YouTube show, “Is This Seat Taken?” I love her humor, wit, and ability to galvanize young, active communities across Nigeria and the diaspora. Moreover, she seems like she would be a joy to work with.
What’s your favourite way to unwind after a busy day running AMAKA Studio?
Going for a run and pilates.
If you could fast-forward 10 years into the future, where would you like to see AMAKA Studio?
In 10 years, I see AMAKA Studio as a leading global platform for African creators, renowned for our innovation and impact on the creative economy. Additionally, I envision us at the forefront of digital storytelling and creator monetization.
What piece of tech gadget you can’t do without right now?
My google home.
What’s one fun fact about you that most people wouldn’t guess?
I’ve gone campaign in the Desert in Egypt
Finally, can you share a book, podcast, or resource that has significantly influenced your career?
There are so many books, but I would have to say Andrew Chen’s The Cold Start Problem has been a transformational resource for me.
It’s a pleasure talking to you Adaora.
Thanks for having me! It’s pleasure as well!
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