Startup Story
Angela "Camille Storm" Kariuki is a dynamic music executive with a passion for East African talent and the founder of CNC Distro and Camille and Company Limited. Her career started with the founding of "The Camille Way" music blog and grew to include Camille & Co., a boutique talent and PR agency that represents ground-breaking artists such as Blaqbonez and Lojay. Camille's latest venture, C&C Distro, is a digital music distribution and market platform for emerging artists. She has gained recognition from publications such as The Fader and Apple Music, and became an official juror at the AFRIMA Awards in 2022, solidifying her status as a leading force in the music industry, and elevating African music to new heights.
LoA spoke to the passion-driven Camille Storm about her unique business, her ambitions for the future and for the talented musicians she represents.
What does your company do?
It is an entertainment company offering Public Relations Services, Digital Music Distribution, Artists & Repertoire Services and Entertainment/Music Consulting services to artists and other companies/music labels. The business started in 2018 and today employs 5 people.
“I was inspired to start my company because I wanted to help artists, especially here in East Africa, make more from their talents and earn a living.”
“We want to help create the next generation of big stars from Africa and East Africa especially so we are very committed to our clients and see our work with them as a partnership.”
What inspired you to start your company?
I have always had a passion for music since I was 10 years old. Since I realized I could not sing, I found myself doing everything else. I started out as a music journalist and then I have evolved into being a Music Publicist and Executive. I was inspired to start my company because I wanted to help artists, especially here in East Africa, make more from their talents and earn a living. I grew up being told that the arts were not a real career and I felt like it was only due to a lack of support, education, and funding. I put it upon myself to try and really help artists and grow the scene where I am from and also do ground-breaking work in other countries and scenes that I am passionate about e.g. Afrobeats and Amapiano.
Why should anyone use your service or product?
We really take our clients seriously. We don't just work with anyone, we want to help create the next generation of big stars from Africa and East Africa especially so we are very committed to our clients and see our work with them as a partnership. This way we are able to really come together and create marvellous long-term results.
Tell us a little about your team
The team comprises of five skilled individuals with diverse expertise to facilitate the success of C&C Distro. The Product Manager is responsible for overseeing the development and launch of the digital music distribution and market platform. The Head of PR manages the agency's relationships with the media and public, ensuring that the clients receive maximum exposure. The A&R Manager's role is to scout and sign new talent for the agency, working closely with artists to refine their sound and support their career development. The Graphics Specialist brings a creative edge, responsible for designing visually appealing marketing materials to promote C&C Distro and its clients. Lastly, the Social Media Manager is tasked with driving engagement and growth on the agency's social media channels. Together, this dynamic team brings a range of skills to ensure C&C Distro's success in promoting emerging African artists to the world.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
I think I am a born entrepreneur. I've always had small business ideas since I was a teenager and I have always loved the idea of building something by myself rather. In the industry I am in, most people are entrepreneurs and it is a very hustler-driven culture in Africa because making it in music is not easy. I thrive in this industry because it is not very structured and it takes people coming together, many different skill sets and a lot of drive to make things happen. I have also always been ok with taking risks and I realize now that many people are not like this! My father worked for NGO's but he has a travel agency on the side which was his passion so that was where I also got to see entrepreneurship. My mother was also an entrepreneur and a very ambitious one so entrepreneurship is definitely in the family .
“I really believe in the long game and I'm excited to work with artists long term and create something iconic.”
What are your future plans and aspirations for your company?
Growth. I really believe in the long game and I'm excited to work with artists long term and create something iconic. I also want to really do ground-breaking work outside of just promoting music but being able to contribute to the culture through documentation, educating people on music business and also funding.
What gives you the most satisfaction being an entrepreneur?
Working at my own pace, setting my own boundaries, being able to work from anywhere in the world, making your own rules and not having to answer to anyone!
What's the biggest piece of advice you can give to other women looking to start-up?
Stay true to yourself, find a community of like-minded people in your industry, find a community of other girl boss women because the journey can get pretty lonely, and NEVER GIVE UP.
Contact or follow CNC Distro and Camille and Company Limited
WEBSITE | TWITTER | INSTAGRAM | EMAIL thecamilleway@gmail.com
Why LoA loves it….
It is always inspirational to see women entrepreneurs in Africa who have a real, driving passion for what they do, and importantly, a vision for how they can help others to realize their dreams too. Camille Storm is an entrepreneur who is dedicated to helping music artists from the African continent to grow, get noticed, and fulfill their own career aspirations. Camille is breaking new ground in her industry sector and also inspiring others to follow in her footsteps to ensure that emerging African artists are successfully promoted to the world. She is definitely an entrepreneur to watch over the coming years. — Melanie Hawken, founder & ceo, Lionesses of Africa