From rap to digital marketing and product management: How Joyce Imiegha founded a tech PR agency
In this edition of After Hours, we follow the journey of a Nigerian creative, pivoting through music production, digital marketing, and product management to eventually find a niche in Tech PR.
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Joyce Imiegha’s relationship with technology began in the late 90’s with a family computer that sparked a curiosity she carried into adulthood. Although she chose to study Theatre Arts rather than Accounting, that curiosity kept pulling her beyond the classroom into creative and digital spaces.<br />
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After stepping away from rap and music production, Imiegha began teaching herself new skills, experimenting with event management, artiste promotion, and digital marketing before eventually finding her footing in tech public relations.<br />
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In this edition of After Hours, we follow Imiegha and how technology shaped her path from working with artistes like Patoranking, Terry tha Rapman, and Cynthia Morgan to founding her own PR agency.<br />
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Early interactions with technology<br />
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My first interaction with technology was when my dad brought home a desktop computer. I was about seven or eight years old, and I was completely amazed by it and what I thought I could do with it.<br />
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At first, there were rules. He told us we could only use the computer when he was home, and he guided us through the basics. Most of it started with learning how to type using the Mavis Beacon application. We also had an encyclopedia application that felt like modern-day Wikipedia. It contained so much information about the world.<br />
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I would spend hours on that computer, browsing pictures and videos of different cities. One of my favourite features was being able to explore places like Rome in a 360-degree view. <br />
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Within a year, I had made it a habit to type my homework and assignments instead of writing them in my notebook. My dad would print them, and I would take them to school. Honestly, part of it was to show off that I could type.<br />
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Over time, I started doing more. I played games. I exchanged discs with my friends in primary and secondary school. Then, about one or two years later, I installed Fruity Loops and started learning beat production. I would watch YouTube videos and teach myself how to make beats. I also downl...
