AMAKA Studio, a platform dedicated to empowering Black and African creators globally, has raised $2 million in seed funding to expand its operations and revolutionize the creator economy. The round was led by Equitane (formerly known as the Africa Transformation and Industrialization Fund: ATIF), alongside contributions from Morgan Stanley Inclusive Ventures Lab, Silverbacks Holdings, and a network of angel investors.
This new capital infusion marks a significant step for AMAKA, positioning the company to accelerate its mission of creating a platform where Black and African creators can showcase their work, collaborate with brands, and receive fair compensation.
The $2 million investment will be used to expand AMAKA’s core product, AMAKA Gigs, which connects brands with creators in a streamlined, transparent process. The platform is designed to make it easier for brands to discover, commission, and manage creators, fostering collaboration while addressing some of the creator economy’s longstanding challenges around equitable payment and exposure.
Funds will also be allocated to the integration of enhanced payment solutions, including digital wallets, to provide creators with seamless, accessible compensation. AMAKA intends to address a crucial pain point for many creators who often face challenges in receiving timely and fair payments for their work. Additionally, the company plans to roll out a series of targeted marketing campaigns aimed at growing its user base and increasing creator engagement.
AMAKA’s founder and CEO, Adaora Oramah, emphasized that this funding is not only a financial boost but also a significant step toward addressing inequality in the creator economy, particularly for Black and African creators who have historically been underserved.
“This investment enables us to scale a full proposition for creators to share content and be commissioned for their work,” Oramah said. “Our platform aims to compensate Black and African creators fairly, addressing their current pain points while allowing audiences and brands to support both emerging and established content creators.”
Oramah added that the platform’s ultimate goal is to drive economic inclusion and create more opportunities for these creators through a fair, transparent system. AMAKA is positioning itself as a solution to the structural inequities faced by many in the digital space, offering tools that empower creators to manage their work and build sustainable businesses.
AMAKA Studio’s growth strategy focuses on expanding its sales and marketing efforts to attract both small businesses and larger advertisers. The company’s vision includes fostering long-term collaborations between creators and brands, offering a comprehensive suite of automated tools that will allow creators to manage their content, contracts, and compensation more efficiently.
Equitane’s CEO, Anish Jain, echoed the company’s enthusiasm for AMAKA’s future: “We are excited to lead this investment and support AMAKA in its mission to revolutionize the creator economy. Our alignment with AMAKA’s vision for sustainable and innovative growth reflects our broader commitment to empowering underserved communities through technology.”
Since its founding in 2021, AMAKA Studio has become a vibrant platform for content creators and brands. Moving forward, the platform will offer additional features to help creators establish direct working relationships with brands, while also supporting job creation in a space where opportunities for Black and African creators have traditionally been limited.
AMAKA’s future plans also include improving the financial infrastructure for creators. By offering digital wallets and integrated payment options, the platform hopes to address one of the most pressing issues in the creator economy — reliable compensation. Oramah believes that these efforts will help AMAKA establish itself as the go-to destination for both creators and brands, creating an ecosystem that prioritizes transparency and financial fairness.
As AMAKA Studio continues to expand, its vision of a thriving, diverse, and equitable creator economy remains at the heart of its mission. The company aims to be more than just a platform, but a movement that fosters inclusion and innovation for the creators of tomorrow.