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Mamobo Ogoro is a social psychology PhD candidate and social entrepreneur. Fuelled by both her personal experience and her academic background in prejudice, racism and dual cultural identity, Mamobo’s research highlights the media and social representations of a multicultural Ireland
Mamobo founded Gorm Media last year and is on a mission to unify the world through innovative digital media content and storytelling. We love a women with a global ambition here at AwakenHub Mamobo.
To get us started - how would you describe yourself in 6 words or less?
Passionate; Tenacious; Consciousness; Driven.
What prompted you to start your business?
I never intended to start a business but huge gap in the media industry in diverse representation, nuanced discussion and underrepresented voices was too apparent not to. I started Gorm as a podcast/ YouTube show and there I saw the huge gap and need in the industry. Currently 1 in roughly 8 young people in Ireland are of culturally diverse backgrounds and that population has growing at a rate of roughly 12% since 2011. In 10-15 years Ireland will be a much more diverse place and media needs to start to reflect that NOW.
Tell us a little bit more about you?
I was born in Lagos, Nigeria and moved to Wexford, Ireland in 2000 when I was 4. With certain experiences I had as a child, I grew fascinated with human behaviour, particularly, 'why people treat others different?'. This led to studying psychology, with a particular interest in Social, Cultural & Political Psychology. I am now in my final year of a PhD in Social Psychology and Applied Linguistics at the University of Limerick. My PhD research highlights the media and social representations of diverse communities in Ireland. I am a lover of the arts and I am a musician who sings mainly RnB. I am also board member of the Lime Tree Theatre | Belltable in Limerick. I am the co-chair for the Ethnic Diversity forum in UL. I also enjoy gardening.
Fill us in on your female founder journey.
In the middle of my research, I grew frustrated with the academic bubble I was getting accustom to and saw the disconnect between what we espouse as social psychologists and the 'real world' e.g. connecting human beings, building reconciliation, resolving intergroup conflict. Given that my research largely reflects on the impact of the media, I took it upon myself to start an impact focused company that highlights different voices and aims to build bridges. Gorm Media started out Gorm TV a web show that dissected the social issues that affect Ireland's multicultural generation. From the small amount of feedback I got from the show, I did some research as to the online media platforms and companies that highlighted issues as such in Ireland, and had voices from different communities speak on their own behalf. I didn't find any large platforms that largely used multimedia content to send out the message.
When I say it has been overwhelming, I don't only mean in terms of stress, anxiety and panic (which it has been), but with support. I never knew that this much support is available for those who seek it, and particularly with migrant communities, there is a huge disconnect when knowing that these are available. I am still learning and it never stops, one huge learning that I have is in delegation. In research it tends to be a solo journey and you do EVERYTHING, but in this founder journey, I had to learn quickly to delegate work, so I can focus on the growth of the company, which I plan to execute during this programme.
How did you hear about AwakenHub and what prompted you to apply for SheGenerate?
On my quest to make the then "Goro Media" (my initial idea for the name) a thing, I contacted CEO & Co-founder of Axonista Claire McHugh who was the first person who really told me that the idea was not a stupid one. She told me there was a community of female founders who support early stage female founders on their journey, and directed me to Awakenhub and I was hooked!
What are you hoping to get out of the SheGenerate process?
To meet and learn from a community of women who are in the same position as me (my family and friends are sick of me talking about the business) To meet potential mentors, investors and connections that will better all of our businesses.
What does success look like to you - in 12 months and in 5 years?
12 month - Gorm Media has incorporated, Gorm Media's audience has grown substantially (marketing strategy implementation), Gorm Media has secured a corporate partner for 1-2 year to develop impact focused content, and community programmes(business planning). Gorm Media has hired part time- full time staff.
5 years- Gorm Media audience is over 100k followers, Gorm Media has ongoing sponsorship and partners to execute content & events. Gorm Media has full time staff, Gorm Media has in house paid subscription model for exclusive content, exclusive tickets to events, deals on merchandise. Gorm Media's Programmes fully funded an ongoing to support diverse communities entering the media industry. Gorm Media has developed a studio (new for -profit entity), which is a production house for small to media sized film production (€500k-€2million), and space film, media & digital creators (podcast, online shows/events etc).
SheGenerate is only a small part of AwakenHub - now that you have the community's attention - what can we/they do for you?
Subscribe to Gorm Media on Youtube (Gorm Media). Follow Gorm Media on social media @gormmedia
As a founder - what are your non-negotiables?
My human rights values
Six Word: Laugh, Learn, Humility, Openness, Compassion, Bravery
