Case study 37
SMADE Group
2026 · CEO since 2025
Context
SMADE Group has been building live African culture in Britain for twenty-two years. I have been its CEO since 2025, responsible for the company as a business: talent, live delivery, partnerships and the public record of the work.
My role
CEO · Live Entertainment
- Company leadership across talent representation, live entertainment and brand partnerships.
- Flagship live delivery, including Timaya Day at indigo at The O2 and The Unity Cup.
- Founder and executive positioning for Dr King SMADE, from the website and media kit through to speaking and mission work.
- Education and legacy products, including SMADE Academy and The Promoter's Playbook.
Impact
- 22 years
- Of company operating history
- 2025
- Appointed Chief Executive
- 100+
- Talent bookings delivered
- 10
- Cultural and diplomatic missions, 2024 to 2025
A company whose commercial structure now matches its cultural reputation: flagship shows that sell out, a documented legacy and a leadership story told deliberately rather than left to chance.
