At LiftOff, we have the privilege of meeting inspiring entrepreneurs who are making significant impacts in their communities. Today, we shine the spotlight on Peter Pearse-Elosia, the visionary founder of Digimillennials media platform dedicated to celebrating and amplifying African culture within the African diaspora.
Celebrating African Culture
Peter’s journey with Digimillennials began with a mission: to celebrate and amplify African culture. This mission is at the core of everything Digimillennials does. Whether it's covering events, showcasing talent, or producing new content series, Peter ensures that every piece of content checks the crucial boxes: Does it elevate African culture? Does it amplify it?
“We’ve done events, covered shows, and even worked on a new series called Offstage,” Peter shares. “Offstage focuses on the people behind the scenes in the African music industry – managers, fashion designers, producers. It’s about giving a spotlight to those who don’t usually get it.”
Influencing Global Trends
African popular culture is no longer confined to the continent; it’s making waves globally. Peter points out how African sounds and styles are influencing global trends. “You see collaborations with international artists and African artists like Burna Boy and Sam Smith. This global acceptance is something we’ve been speaking about for a long time,” he says.
For Peter, representation is crucial. It’s about showing young creatives that their dreams are valid and achievable. “We want to educate people and let them know there’s a pathway for them to reach their dreams,” he explains.
Creating Opportunities
One of the standout aspects of Digimillennials is its commitment to creating opportunities for creatives. “We want to provide a platform for people with talents to continue expanding their work based on their interests,” Peter says. This commitment extends to organizing events like the Afro Vibes Festival, which gives local talents a stage and a crowd to perform for.
Peter also mentions the importance of collaboration with volunteers. “We have a team of volunteers who offer their expertise in marketing, logistics, photography, and media. It’s a way for them to gain experience and contribute to our mission,” he adds.
Future Goals and Projects
Despite the significant progress made, Peter is always looking ahead. One of the projects he’s particularly excited about is the Offstage series on YouTube, focusing on behind-the-scenes voices in the music industry. Additionally, Digimillennials planning for the next Afro Vibes Festival in 2025, is incorporating learnings from past events to make it even better.
Peter is also working on creating a recurring event space where people can come together to enjoy music, play games, and engage with others. “We want to create a space where people know they can go to get an experience they look forward to,” he explains.
Advice for Aspiring Entrepreneurs
When asked what advice he would give to other entrepreneurs looking to start a media platform focused on cultural promotion, Peter emphasizes the importance of understanding your why.
“The only thing that keeps you going is your why. Money can come and go, but knowing why you’re doing what you’re doing will keep you motivated,” he advises.
Digimillennials and AfroVibes Festival have both seen tremendous growth thanks to the Liftoff by CCAWR program.
"LiftOff equipped me with the business know-how, strategic planning skills, and leadership insights that have been crucial in scaling both projects. For Digimillennials, the program helped refine our content strategy, allowing us to better engage Millennials and Gen Z across Africa and the diaspora."
The mentorship and resources has empowered Digimillenials to amplify underrepresented voices and create meaningful cultural conversations. AfroVibes Festival has also flourished with the guidance and connections Peter gained through Liftoff as well as yearly support through sponsorship.
LiftOff has played a pivotal role in the growth and success of both Digimillennials and the AfroVibes Festival, fueling their commitment to cultural empowerment and connection.
Join the Movement
Peter envisions a broad future for Digimillennials and is continually seeking passionate individuals to join the team. “We’re looking for volunteer writers, social media experts, and event organizers. If you want to be part of something that celebrates and amplifies African culture, we’d love to have you,” he says.
To keep up with Digimillennials and explore volunteer opportunities, visit their website or follow them on social media at @Digimillennials.
Peter’s journey with Digimillennials is a testament to the power of cultural celebration and amplification. His dedication to preserving and promoting African culture is inspiring, and we look forward to seeing how Digimillennials continues to grow and impact the community.
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