An executive whose career began with a deep fascination for filmmaking has spent the past decade building a digital media company that links African storytelling with clients around the world.
Dan Akinlolu launched Grey Consortium Holdings Ltd with a clear mission: to establish one of Africa’s most significant and forward-thinking film studios while expanding digital media opportunities across the continent.
Today, the company oversees two core subsidiaries that generate annual revenue between £100,000 and £500,000, serving both corporate partners as well as the wider film sector.
Before founding the business, Dan spent several years in South Africa working as a content creator for M-Net Multichoice while developing his skills as a filmmaker.
“From a young age I was completely drawn to filmmaking,” said Dan, who is based in Middleton Matlock. “That early passion shaped my creative focus and set the direction for my professional journey.”
His work as a media executive and founder allowed him to nurture emerging talent, collaborate with creative teams and guide filmmakers in areas such as distribution strategy and licensing.
A major turning point came when he moved the business to England, aiming to widen its services and strengthen global partnerships.
“Relocating meant stepping back to reassess our structure and what we offered to clients,” he said.
One of the company’s standout moments was the nomination of its afro music entertainment app Mafrik for a mobile app award in West Africa. Grey Consortium has since launched GreyTV Channel, a platform built for Black British content and Afrocentric storytelling.
The company’s two subsidiaries operate as an integrated ecosystem. Grey Media oversees Grey Cinema and GreyTV Channel, with a focus on content curation, distribution and audience development. Grey Consortium Digital drives the company’s technology-powered services and digital innovation.
Dan realised early in his career that building a dedicated platform for film and general content distribution was vital, especially at a time when artificial intelligence is reshaping traditional streaming models at extraordinary speed.
“The greatest professional challenge has been the rapid changes brought by artificial intelligence,” he explained. “It has forced my team and me to think carefully about how we adapt and use this technology across our entire value chain.”
Securing funding partners for digital products has been one of his biggest hurdles as an entrepreneur.
“My experience has shown that this type of business cannot be run alone,” he said. “You need partners and a team that can help drive the vision forward.”
One early lesson came from losing a client because he was too fixed in his approach.
“I assumed our method was the correct one and I failed to embrace their input. That taught me the importance of flexibility,” he said.
Dan sums up his leadership style in one word: consistency.
“Consistency is the foundation of achievement,” he noted.
He credits his family as his strongest source of motivation and strength.
“The journey is fulfilling and worthwhile, but it demands hard work and patience,” he said.
Looking ahead, Dan aims to establish Grey Consortium as a leading digital media institution supporting both corporate organisations and community startups, with an ambition to build a truly global presence in the years to come.
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