The Connect: Case Study

How The Connect is helping creatives access opportunities beyond follower counts   

The Connect levels the playing field when introducing new talent to creative opportunities. Devised by Renaldo Amissah, this new digital platform puts skilled professionals front and centre, allowing them to showcase their work and make meaningful links with clients looking for fresh voices. By removing social clout from the equation, creatives are judged on the quality of their output and not their follower-count. In doing so, it removes any unnecessary gatekeeping from the opportunity process, something Renaldo believes was long overdue.

“I was having a discussion with a colleague about how difficult it is to get into the creative industry. Everything seems to be gate-kept and unless you know someone or you’re just lucky, breaking into the industry can be extremely difficult,” says Renaldo, recalling the origin story behind The Connect. “I thought, ‘what if there was a platform that allowed people to do exactly that?’ If there was, I’d definitely use it.”

Tired of waiting for someone else to build it, Renaldo decided to make this new tool himself and The Connect was officially founded in early 2023. However, after early testing and further market exploration, he quickly realised it required a few further tweaks to help brands, agencies and creative organisations take advantage of its talent-facilitating qualities too.

“I noticed this supply and demand problem so thought, why not fill that myself?”

“I started doing a bit of exploration and noticed there’s also a lot of fragmentation within creative teams and the tools they use to engage and discover new talent,” he continues. “A lot of them want to work with new people but they’re consistently using the same agencies because there are few alternatives available and they’re all for niches. There’s nothing that covers all creative disciplines. I noticed this supply and demand problem so thought, why not fill that myself?”

After a few tweaks, Renaldo took his revamped Minimum Viable Product and set his sights on securing investment to grow The Connect even further. Based in Birmingham, he was eligible to receive support from our West Midlands Create Growth programme where he benefitted from a range of mentoring and business benefits - including some valuable pitching insight.

“My musical background made me comfortable in front of audiences, but when it came to pitching, I was nervous,” he admits. “Having the opportunity to do that in this type of professional environment was a boost to my own confidence.” The process also provided key context - namely, shining a light on the importance of playing to your crowd. “One of the biggest things was realizing that I don’t need to convince everyone. Feedback from mentors and Creative UK staff convinced me that if investors don’t see your vision, it just means it’s not for them. It gave me a lot of confidence in myself.”

The scheme not only offers founders access to industry mentors but advice that’s specifically tailored to their own creative journeys. “My mentor was a human impact equity investor and being Black himself, he was naturally understanding of the difficulties we face within these kinds of industries,” says Renaldo, detailing an issue that mirrors the very type of gatekeeping his product is trying to erase. “That relatability was already there. He helped me refine my mission, purpose and core elevator pitch in terms of exactly who we’re serving and why.”

“Everyone gets an opportunity, and the opportunity is based on the quality of your work”

By working on the finer details, Renaldo was able to make The Connect a stronger proposition to potential investors - and while getting into the weeds of your business can be a stressful and all-encompassing process - the encouragement he received along the way has been enough to convince him that the end goal is worth the struggle. “Having people around you see your vision and tell you that you’re on the right track means a lot,” he admits. “It’s been a nice nudge to continue doing it.”

Armed with a renewed confidence and a solidified game plan, Renaldo is excited about the barrier-breaking future of The Connect and its ability to disrupt traditional recruitment norms. “I’m looking forward to seeing the success of people because the whole point of The Connect is to give people access that isn’t based on visibility or follower count,” he says, looking ahead. “Everyone gets an opportunity and that opportunity is based on the quality of your work - which is what it should be based on.”

He’s also quick to recommend West Midlands Create Growth to any other eligible start-ups who may be in need of some tailored support to grow. “100%,” he smiles. “It helps highlight what areas you’re missing out on or might need help refining. There’s also the community aspect as well,” adds Renaldo. “The other founders on the program stay in context and we shoot ideas back and forth. Everyone’s there to support each other, learn together and make their businesses better.”