Now in its fourth year, the Black Music Coalition’s Excellence Honourees initiative recognises emerging talent changing the industry. Here, we catch up with Janay Marie, Founder and Managing Director of Tallawah Agency...
PHOTO: CALVIN CEILE
What does it mean to be named as one of the BMC’s Excellence Honourees for 2025?
“Honestly, it came as such a huge surprise. When I first received the email, I thought it was someone trolling me. This year has been incredibly challenging for so many reasons, so to be recognised as one of the Excellence Honourees was such a lovely and humbling surprise. Tallawah Agency was created out of frustration at seeing how little cultural investment there was within the industries I work in, especially across music and the influencer ecosystem. I really wanted to change that. From the start, our goal has been to show brands what authentic investment in culture looks like and the kind of long-term impact it can have. It’s not just about shaping the industry, it’s about creating lasting change in the lives of the people and communities we serve.”
Is the wider industry doing enough to uplift and platform Black executives?
“I definitely think it’s getting better. I’ve seen a shift within the last few years, and it’s super-refreshing to see collectives such as BMC, Women Connect UK and the like amplify people behind the scenes, and it is not getting quieter either. There are more employee resource groups in companies that work overtime in ensuring that Black executives are thriving and are celebrated, which is so wonderful to see.”
Before Tallawah, you worked at TikTok – what made you go it alone?
“I really loved my time at TikTok. I met people who became lifelong friends and found a tribe who truly supported me and the DE&I work I was leading. I’ll always be grateful for that role because it gave me the chance to change creators’ lives through programmes and events. I had an incredible team and managers who championed me, and I learnt so much. The tensions of 2020 and beyond had a huge impact on the work, as creators needed a voice and I felt a real responsibility to get it right. At the same time, it created space for us to build programmes where creators could access funding from TikTok to help elevate their careers. That was such a powerful moment.”
The biggest myth about working in the industry is that it’s easy to break into
Janay Marie
How do you measure success?
“We measure success in a few different ways. From a corporate perspective, it often comes down to KPIs. Many of the organisations we work with have clear targets they need to reach, so we design and deliver data-led activations that align with those goals and ensure everything is executed thoroughly with their objectives in mind. But beyond the numbers, success for us is also about the experience. We want every single detail to be handled with the utmost care and consideration for everyone involved. That balance between measurable outcomes and meaningful experiences is how we define success. And on a personal level, success is about perspective. Take breaks, honour your boundaries and never feel pressured to prove yourself to anyone but you. Build with intention, protect what you’ve created, and trust that when you nurture both your work and your wellbeing, you’ll enjoy the full rewards of your work at the right time.”
What’s the biggest lesson you’ve learned about how to make it in music so far?
“The importance of staying grounded and not getting swept up in everything. This industry can sometimes make you feel like you have to prove yourself or fit a certain mould, but I’ve realised that carving your own path is a strength, not a threat. Music is beautiful and rewarding, but life is so much bigger than work. My deepest joy comes from my sisterhood, my pets, my family, my friends, and the moments I treasure outside of it all. Protecting that balance is what keeps me centred and allows me to show up fully when I step into work.”
And what’s the biggest myth about working in the music industry?
“The biggest myth about working in the industry is that it’s easy to break into. I remember being 17, fresh out of the BRIT School, applying for over 100 roles and hearing ‘no’ every single time. It would have been so easy to give up, but I wanted it badly enough to keep going. I enrolled in media programmes, took on weeks of work experience and kept pushing until I finally got my first ‘yes’. It wasn’t overnight, but that persistence paid off, and it taught me that relentless dedication opens doors you might not even see yet.”
