At 27, Ibrahim Kamara is helping redefine the British media landscape. As co-founder of GUAP, the world’s first video magazine turned multi-platform youth media brand, Kamara has built a space dedicated to creativity, culture, and underrepresented voices.
His entrepreneurial journey, though now a success, had a humble start—and it’s his commitment to perseverance and community that has driven GUAP’s remarkable growth.
Kamara’s career began while he was still a student. Pursuing a degree in accounting and finance, he was preparing for a career in the corporate world. However, in his final year of university, the idea for GUAP began to take shape. Balancing school and his budding business was no easy feat, but Kamara’s passion for building something meaningful kept him moving forward.
“After I graduated, I was in the real world with a business making no money,” Kamara said. “To support myself, I found a job at Tesco on the checkouts.” He worked there for three months before deciding to leave and dedicate himself fully to GUAP. That decision marked a turning point. “Once I had the time to focus all my energy and efforts into GUAP, it made a big difference to the growth,” Kamara explained. The business, which had once moved slowly due to time constraints, began gaining momentum quickly.
Since then, GUAP has evolved into more than just a video magazine. Today, it operates as a multi-faceted platform, producing print and online content, hosting events, and running a youth co-creation agency. The brand highlights emerging talent, particularly from underrepresented backgrounds, and provides a stage for young creatives to tell their stories and showcase their work.
As a Black entrepreneur, Kamara brings a unique perspective to his role. He believes that the lack of Black representation behind the scenes in media has resulted in a disconnect between content creators and Black audiences. “Media often showcases Black people in a certain light, and there are not many [Black] people behind the scenes dictating that narrative,” Kamara said. “Being Black and young, I am the audience I’m trying to reach. This puts me in quite a unique position.”
Kamara’s ability to connect with his audience stems from his own lived experiences, as well as his entrepreneurial skill set. He credits three core strengths with guiding him through the ups and downs of running a media company: perseverance, problem-solving, and the ability to get things done. These traits have enabled him to navigate the challenges of entrepreneurship and maintain a relentless focus on GUAP’s growth.
Kamara’s vision for GUAP goes beyond just creating a successful business. He wants to foster a culture that uplifts young people and empowers them to pursue their passions, regardless of their background. “We’re dedicated to exploring the world through digital and in real life to find the best up-and-coming talent,” he said. “It’s our job, and we wear it with pride.”
To stay inspired, Kamara often looks to other creators for guidance. “Once I’m inspired by someone, I do spend a lot of time researching them, their journey, and thought processes,” he said. “In a world that is very digital, I find breaking down my thoughts and creative ideas really helps to bring them to life.”
Looking ahead, Kamara envisions a future where diversity and acceptance are the norm in Britain. He hopes that in 20 years, society will embrace individuals from all backgrounds, races, and orientations. “I don’t think we are completely there yet, but we are steering towards that direction now,” Kamara said.
Kamara also sees a future where entrepreneurship and creativity play a more prominent role in society. “There are so many young people using the internet to make the most outlandish careers for themselves,” he said. “I hope this inspires the next generation, and we have a culture where creativity and entrepreneurship are the norm within our communities.”
