Jemaine Jacob is not just the owner of The Suede Room; she is the architect of a creative powerhouse, a conductor of talent, and a testament to the power of passion and adaptability in the ever-evolving landscape of African business.
Creative Spirit
Born in Durban and raised in Johannesburg, Jemaine’s journey is a compelling narrative of a creative spirit nurtured from a young age, culminating in the establishment of a unique integrated agency that is making waves across the continent and beyond.
“Growing up, my mother was an English and music teacher and then later the director of an IT training company,” Jemaine shares, her voice imbued with warmth as she speaks of her early influences.
“She was the creative in my life who understood my natural creative abilities.” This early encouragement, coupled with a strong foundation in creative subjects at Crawford College Lonehill, set Jemine on a path towards the vibrant world of advertising.
Career Trajectory
Her acceptance to Vega School of Branding in Grade 11 solidified her trajectory, leading her to specialize in copywriting.
“Vega definitely prepared me and exposed me to exactly what I needed to excel in the industry,” she reflects.
A distinguished career followed, with stints at renowned agencies like Ogilvy & Mather, TBWA, McCann Worldgroup, and Wunderman Thompson. But after 12 years, a new calling emerged.
The genesis of The Suede Room was a serendipitous collaboration. “My sister had decided to retire from her amazing marketing career and opened her own marketing company,” Jemaine explains.
“She needed a creative agency to facilitate her client portfolio and so The Suede Room was born.” This partnership quickly identified a critical need in the market. “There was a clear need for innovative and conceptual integrated work that was cost effective for SMMEs and scalable for larger companies,” Jemaine states. “There was also a gap in the entertainment industry for professional agencies that would service local talent properly and at a particular standard & pace.”
Entertainment Agency
Today, The Suede Room stands as a testament to this vision. It’s a TTL (Through-the-Line) integrated creative and entertainment agency, offering a comprehensive suite of services from branding and advertising to strategy, artist management, bookings, content creation, mobile services, and sponsorship. They even operate as a record label. “We do everything,” she affirms, highlighting the agency’s multifaceted approach.
The digital revolution, with its relentless pace of change, has undoubtedly shaped the industry, but Jemaine was prepared. “Technology, digital innovation and AI have definitely changed the landscape since I opened The Suede Room, but this is something I anticipated as I have an IT coding background and have a firm understanding of how technology evolves and shifts,” she reveals.
This foresight allowed The Suede Room to not only navigate these changes but to thrive within them. “This thinking was what allowed us to pivot and understand the local needs of both businesses as well as influencers and artists,” she says. “We were able to service these clients with big thinking despite their smaller budgets.”
Facing Challenges
Entrepreneurship, however, is not without its hurdles. “One of the biggest challenges I’ve faced since I opened my company was definitely COVID,” she admits. The pandemic’s impact on the hospitality industry, a significant client base, was immediate. Yet, The Suede Room’s agility proved crucial. “Fortunately we had signed clients in Mobile services which generated most of its revenue (surprisingly) during COVID which allowed us to pivot quite well over that time.”
Another significant obstacle has been the challenge of finding and nurturing young talent. “Unfortunately a lot of the up & coming creatives have been unreliable and unprofessional,” she shares with a touch of disappointment.
“I’m passionate about growing the younger generation and giving them opportunity.” Despite these initial setbacks, perseverance paid off. “After dealing with some nightmares, we finally found incredible and trustworthy talent that we’ve been able to build great and longer standing relationships with.”
Positive Impact
The Suede Room’s impact is palpable, demonstrated through a string of notable success stories. They manage and run Nadia Nakai’s Bragga World app, powered by Vodacom, a pioneering digital innovation in the South African artist space. “This was digital innovation for the artist space in South Africa as app development is expensive, and so is the marketing of it,” she explains.
The app’s subscription model allows the artist to effectively monetize her content, a significant advantage over traditional social media platforms.
Another triumph was landing their client Khanyisa Jaceni as the face of Fenty Africa’s launch on the continent. “This encompassed Khanyisa creating the official Fenty Africa song that was featured on Fenty’s pages,” Jemaine recounts with pride.
“This was a massive honour to be an apart of, by setting the tone for what Fenty beauty looks like in Africa, in a way that felt local, relatable and genuine.” Their footprint in the music industry is also growing, with successful bookings for artists like Nasty C and Tyla.
Creative Force
Beyond her work with The Suede Room, Jemaine is a creative force in her own right. “I myself, am a music producer and in my personal capacity and am currently working on music projects with other artists in the local music scene,” she shares, revealing a long-held passion.
For aspiring entrepreneurs with limited resources, Jemaine offers invaluable advice: “Learn, learn learn.” She emphasizes the importance of acquiring diverse skills. “As a multifaceted creative, I have seen in my own journey how having many skills at your disposal allow you to grow faster and further in this industry without costing you too much.”
She also advises caution when it comes to hiring. “Try and stay small until you are really able to financially maintain employee contracts. This is a reputation game and protecting yours is paramount.”
Future Plans
Looking ahead, AI is a technology that sparks particular excitement for Jemaine “AI and its fast-paced development is a major tech trend that is sweeping through the creative environment,” she notes.
“There’s a lot of exciting factors in the AI landscape and its ability to bring imagination to life in ways never possible before!” The Suede Room is already gearing up to integrate AI technology to enhance efficiency and innovation.
Jemaine Jacob and The Suede Room are more than just a creative agency; they are a testament to the power of combining strategic thinking with boundless creativity.
In a world that is constantly changing, they are not just adapting; they are leading, shaping the narrative for businesses and talent across Africa, one brilliant idea at a time.
