On his day-to-day at DICE
I like my job title because it’s inconspicuous. But essentially, what I do is hunt for the best events across lots of different genres and styles. When I first started at DICE, I made it my mission to go after partnerships that aligned with music I love: Afrobeats, hip-hop and R&B. But since then, I’ve been more varied in terms of what I look out for, just trying to go after partners doing great things that have an impact across cultures, communities and genres. Sometimes, the best isn’t always the biggest – one partner might have an event just five or six times a year, but you know when they do it, it’s 100% going to sell out and create memorable moments within that community. That’s what’s important to me.
On his side hustle
I also have a successful event brand called DLT, which stands for Days Like This. We’ve been doing day parties and brunches for almost six years now. It grew out of my time in New York; my business partners lived there for a year and I would visit a lot, and that’s where we discovered day parties. It was a completely different scene to the UK – seven or eight years ago, brunch wasn’t popular in London like it is now. At first, we’d just send messages to our friends on WhatsApp – and it just grew and grew. Now, it’s no exaggeration to say we can sell 1,000 tickets in a matter of minutes, and we sold about 17,000 tickets via DICE in 2022. Last winter, we put on two parties in two countries at the same time: one in London and another in Ghana – that was a very memorable moment. And we also had a four-day festival in Malta where Kaytranada and Wizkid performed.