Can you tell us about your background?
I studied political science in the United States, then moved into communications and media. I have worked in several areas of media and audiovisual production.
I am passionate about everything related to media, communications, and Africa. I have worked in various areas of the sector, from communications agencies to radio, magazines, television, audiovisual production, and film distribution.
In 2017, I moved to Dakar, where I set up an audiovisual production company, Kiyé prod. I then returned to France in 2020, where I joined TV5MONDE as head of marketing for Africa for three years.
I then joined Brut Afrique in January 2023.
What are your responsibilities at Brut?
At Brut, I wear two hats. I am a brand content producer, which means I create content and brand content videos for brands. This includes proposing creative angles, writing scripts, filming, and a little editing. I am also a brand developer for Africa within the sales team. We are working to develop new markets in Africa. This includes market intelligence, prospecting, and searching for new clients. There is also a part of supporting clients on ongoing projects.
What is the current status of Brut's activities on the African continent?
In Africa, the Brut adventure began just over two years ago, with four different pages. We had Brut Côte d'Ivoire, Brut Senegal, Brut Morocco, and Brut Tunisia. Last June, the four pages merged into a single page, Brut Afrique.
Today, we have around 1.8 million followers on Facebook, almost 400,000 on Instagram, and just over 600,000 on TikTok. Brut Afrique is growing very quickly and has increasing visibility on the continent.
We are now the number two social media outlet in French-speaking Africa.
How is brand content developing in French-speaking Africa?
Brand content in French-speaking Africa is developing rapidly, and many brands understand that it is a powerful means of communication. It is a growing sector that offers new channels of communication. Compared to other English-speaking African countries, it is not yet as widespread, but it continues to grow.
How can brand content be adapted to the context and challenges of the African continent?
The challenge with brand content is to adapt a brand's message while maintaining an authentic story or angle. When a brand wants to create brand content in Africa, it is important that the target audience can recognize and identify with what they see, as this is how they will best receive the message being shared. The brand content we create is therefore naturally adapted to the African audience and internet users in the different countries we target.
Are there formats that are more popular than others with brands?
Not particularly. At Brut Afrique, we make sure to tailor each format to the brand so that it is integrated in the most subtle and interesting way possible. We do everything we can to tell a real story around the message. We also make sure we stay true to Brut's DNA. So we adapt the formats to the brands and what they want to convey.
How does Brut Afrique contribute to the development of brand content?
We contribute by producing more and more brand content videos and by producing high-quality videos. The fact that we are one of the media outlets doing this on the continent and in the digital sphere positions us and allows us to help grow the brand content offering and provide new communication channels for brands and institutions.
How can brand content also be a source of opportunity for a media outlet?
Brand content offers a financial opportunity for digital media outlets like ours. It's a way to generate revenue and continue to operate free of charge for internet users.
Brand content is part of our business model and helps us develop and grow.
The challenge for us is to combine brand content with journalism, so that we can continue to tell great stories while providing reliable and trustworthy information.