Maya Jama: ‘Breaking into the creative industries shouldn’t come down to who you know’

Jemima Amamize was almost too late. A friend had forwarded her a TikTok video in which broadcaster and media personality Maya Jama called on ambitious women from under-represented backgrounds to apply for her mentorship scheme. Checking the deadline, Amamize realised she had just hours to craft her application. 

She made a snap decision to ditch ChatGPT and tell her story from the heart, hurriedly typing out every creative thing she’d ever done: video editing, podcasting, experimenting with YouTube. She hit send…

For Amamize, growing up black in Scotland was “kind of difficult and a bit unique”. Born in Nigeria, her family moved to Edinburgh when she was six. After graduating from university with a degree in business management, she spent two years as a social media manager in the automotive industry.

“I’m not even interested in cars!” she laughs. She had recently quit, and her life in Edinburgh felt a world away from the creative agencies she wanted to be a part of – ideally in the talent department, working with artists and social media influencers on cutting-edge campaigns. As she sent off her application to Jama’s scheme, she remembers feeling at a crossroads. “I was questioning whether I’d chosen the right path,” she says.

That feeling of having boundless creative energy but not knowing how to capitalise on it, is one many young people will recognise. Creative careers have never been easy to break into without the right contacts. With ‘entry-level’ roles increasingly asking for years of experience, it is now harder than ever to get a foot in the door. And if you feel like an industry outsider, it’s harder still.

Before becoming a household name as a presenter for ITV’s Love Island, former Big Issue cover star Jama built a career spanning radio, acting, brand partnerships and beauty. She has been vocal about the doors that opened for her. 

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In 2025, she partnered with social enterprise Creative Access to launch a mentorship scheme connecting eight emerging creatives with eight established women from her own contact book, spanning talent management, PR, TV production, comedy, music and more.

“When I started out, some of the opportunities that changed my life came from people who were willing to share their time, advice and belief in me,” says Jama. 

“Not everyone has access to those networks. And that’s something I’ve always wanted to help change.”

In its inaugural year, the scheme connected eight emerging creatives with eight powerhouse mentors, offering guidance, industry insight and career support. 

“I honestly think I got the best mentor!” Amamize says, on being paired with Francesca Hayward, senior culture and entertainment manager at global drinks company Diageo, home to Guinness and Smirnoff. 

“The mentors aren’t obliged to do anything for you but from that initial call, it just felt like, wow, someone is in my corner rooting for me and is going to go above and be-yond just to give me opportunities.” 

Hayward invited Amamize to shadow her in London for two days and helped arrange paid work experience at the talent agency Cream, where she spent a week sourcing models and influencers for a beauty campaign. 

But beyond opening up her network of industry contacts, she made Amamize feel like she could succeed. 

“I kind of did have the confidence but it’s hard to sustain that,” she says. “Having her in my corner, it was a big help”.

Nearly a year on, the two still speak every week. 

Building on the success of its first year, the mentorship scheme is now back for round two, expanding to include 11 young women. They will meet their mentors this September. 

Some big names have already pledged their expertise, including comedian and actor Thanyia Moore and Alice Beal, head of Insanity Records.

Amamize isn’t exactly where she wants to be yet. But she’s building up the experiences needed to get there. More than anything, the mentorship program has taught her: “you need to be audacious, be courageous”. 

And, as Jama herself told her: “You need to shout about what you want to do everywhere you go. Because you just don’t know who you’re sitting beside.”

Maya Jama says:

“I started this mentorship with Creative Access because I know how much having the right opportunities– and the right people in your corner– can make a difference. Breaking into the creative industries shouldn’t come down to who you know, and everyone deserves the chance to realise their potential. I’ve been lucky enough to learn from some amazing people throughout my career, so this is my way of giving something back, helping open doors and supporting the next generation as they build their own path.”

Do you have a story to tell or opinions to share about this? Get in touch and tell us more. 

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