February 23rd 2024.
Imagine a world where diversity is not only accepted but celebrated. A world where digital media is an all-embracing space that reflects the true richness of our society. A world where Black creators have equal opportunities and support. This is the future that Sheila Marmon, the visionary CEO and founder of Mirror Digital, is shaping. Based in Los Angeles, her company is dedicated to empowering creators of color and bridging the gap between leading brands and agencies and the diverse audiences they seek.
One of the ways Mirror Digital achieves this goal is by curating a network of diverse digital publishers, social media influencers, and content creators. This allows them to unlock revenue streams for Black-owned media that are often excluded from mainstream campaigns. Sheila's team also helps create targeted campaigns across various platforms, such as mobile, social media, video, and native content. By doing so, they not only ensure that brands reach Black audiences but also resonate with them authentically. This commitment to empowering underrepresented communities has been the driving force behind Sheila's journey from the very beginning. She firmly believes that inclusivity is not just the right thing to do but also the key to a thriving future for all.
Reflecting on her entrepreneurial journey, Sheila acknowledges the lack of role models and resources tailored to Black founders, especially in the digital media industry. "When I started my business, I was shocked by how difficult it was to find role models who looked like me," she shared. "Despite my extensive experience, people in the industry were not ready to accept my leadership, and resources were scarce. It was disheartening, especially because I had followed all the 'right' steps." Despite her impressive credentials and proven track record in corporate America, Sheila still faced barriers in accessing capital and recognition for her innovative ideas.
In the early days, Sheila spent a year trying to raise pre-seed funding but fell short of her goal. Sadly, this is a common experience for many Black founders. The lack of successful Black-owned media companies perpetuates the myth that such ventures are not viable. In fact, last year, only 0.48% of all venture dollars in the U.S. went to Black founders, marking the third consecutive year of decreased funding. Despite her mother's decades-long employment with the city of Los Angeles, whose pension fund supported many venture funds, Sheila struggled to access that capital. However, with resilience and support from her educational networks, she eventually secured initial funding and established Mirror Digital.
Sheila strongly believes that the historically exclusive media industry makes Mirror Digital's presence even more crucial in today's media landscape. Their work addresses deep-rooted issues related to access to accurate information for and about diverse communities. Having overcome limited access to capital and a decade of fighting for her seat at the table, Sheila has not only built Mirror Digital for success but also for real impact. "As an entrepreneur, it is crucial to reflect your community and infuse personal experiences into your vision," she says. "This creates authenticity and breaks stereotypes, creating a bond with your audience and propelling your company to new heights."
For Sheila, the most exciting aspect of growing the business has been seeing the opportunities that have opened up for diverse creators. Alongside her team, she has spent a lot of time in 2023 empowering them to expand their horizons and try new channels or formats, such as podcasting or longer-form content. "We are supporting creators to tell their stories in as many ways as possible," she says. "This creates opportunities for community-building, their livelihoods, and amplifying their voices."
Sheila draws inspiration from a quote by essayist, poet, and philosopher Henry David Thoreau, which encapsulates her leadership philosophy. "Go confidently in the direction of your dreams. Live the life you have imagined," she says. This quote reminds her to tap into her inner strength and drive to lead. For Sheila, the life she has imagined is rooted in supporting diverse communities, and this holds true in both the media industry and the workplace.
This philosophy has led her to be intentional about creating an organization that is a safe space for rising diverse leaders. At Mirror Digital, she empowers them to shoot their shot and reach for their dreams. As the company continues to evolve, Sheila remains dedicated to reshaping the media landscape and providing a platform for diverse storytellers to thrive. With a data-driven approach and a proven track record of success, Sheila and her team are poised to redefine the future of media.
Related Content: Recently, Congresswoman Ayanna Pressley accused Walgreens of "racial and economic discrimination" amid the closures of several stores in her Boston district. This is just one example of the ongoing struggles faced by marginalized communities in accessing resources and opportunities. The work of companies like Mirror Digital is crucial in addressing these issues and creating a more equitable society.
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