The things people ask before they get in touch

I am a brand strategist and talent executive, and the founder and CEO of The Fade Agency, a talent and brand management agency working between London and Lagos.

My job, put simply, is negotiating what creators get paid. I have closed six figure partnerships with brands including Estée Lauder, L'Oréal, Redken, Christian Louboutin, Nestlé, Spotify, Unilever, MTN, NBA Africa and Visit Rwanda. Before this I was on Google's paid search team, then an executive television producer in Nigeria, then I founded BookingsAfrica.com, one of the platforms that shaped Africa's early creator marketplace.

This site is the other half of that work. Here I show creators how to do for themselves what I do for my roster, using numbers almost nobody publishes.

The Fade Agency represents a roster of African female talent and negotiates their brand partnerships. Full management: positioning, deals, contracts, the lot.

This site, fadeogunro.com, is separate. It is where I sell the Brand Audit, the Instagram reports, the guides and the free tools, and where The Breakdown goes out. You do not need to be on the agency roster to buy anything here.

The products here are built for creators, presenters, founders with a public face, speakers and authors. People whose name is the business.

The Business Brand Audit is the exception. That one is for brands and companies who want a credible route to Black and African audiences.

Who it is not for: anyone looking for a growth hack, a follower count, or someone to tell them their content is great. Every product here starts by reading your actual numbers, and sometimes the numbers are not flattering.

On exclusive management, yes. The Fade Agency's roster is Black women, and that is deliberate.

Everything else is open. Brand deals on a non-exclusive basis, consultancy, the Brand Audit, speaking: I work with anyone. The Business Brand Audit in particular is built for brands and founders who want a credible route to Black and African audiences, whoever is asking.

London and Lagos. But everything on this site is delivered remotely, calls included, so where you are does not matter. Clients have come from across Africa, Europe and the United States.

It starts with an hour with me, one to one, on your goals and what is actually in the way. You fill in a questionnaire beforehand, thirty one questions for talent, fifty seven for a business, and we go through it together on that call.

Then I read a full year of your own data. Not your opinion of it. Twelve months of reach, saves, audience and the commercial funnel, which is long enough to separate a real pattern from a good month.

Then you get a strategy deck of around fifty slides. A position you can defend, which content actually moves your audience and why, where you already have authority scored across nine dimensions, signature series ideas with the scripts written out, a licence sweep, and a plan broken into twelve months, thirty days and your first seven days. PowerPoint and PDF, yours to keep.

Then we sit down for a second hour so you can ask me anything in it. Both calls are recorded and you get minutes afterwards.

Talent is £1,500 plus VAT. Business is £3,000 to £5,000 plus VAT, depending on scope.

VAT is added on top, not included. These are the only two things I sell where that is the case. Everything else on the site is priced as you pay it.

Talent is for people whose name is the business. The deck covers your positioning, your content system, your authority, your scripts and your twelve month plan.

Business is for brands and companies. The questionnaire is longer, and the deck is board ready: market entry, talent partnerships, campaigns, a full PR module and an influencer strategy. It also includes a commercial read, which is who chose you against who actually paid, cut into cohorts by when things changed, with cancellations split into the two different failures they really are.

If you are not sure which you are, apply anyway and say so. The form asks.

Five to seven working days from our first call.

No. The audit gives you the strategy, and you run it.

That is deliberate rather than a limitation. The plan is built on your voice, your face and your calendar, and the parts that make it work are the parts only you can do. Handing execution to someone else is how a brand starts sounding like everybody else’s.

What you get instead is two hours of my time inside the price. One at the start on what you are actually trying to build, and one once the deck is with you, to go through anything in it properly. After that you can send a question and get a real answer back, or have the whole analysis run again when the quarter turns so you can see exactly what moved. Nothing here is a retainer, and nothing renews.

Never, for anything I sell. You sign in to Instagram yourself and approve read only access to your Insights. It cannot post, message, follow, read your direct messages or change anything on your account, and I never see your password.

That is the same for the Brand Audit as it is for the £39 and £99 reports. For the Brand Audit I then send you the full questionnaire and, later, the finished deck directly.

Apply anyway. The audit reads what your audience actually does, not how many of them there are. A small account that converts is a better brief than a large one that does not.

If I think you would get more from the £99 Action Plan than from a £1,500 audit, I will tell you that rather than take the money.

The Brand Audit is bespoke work delivered against a booked call, so it is covered by the refund policy rather than by an automatic right to change your mind. The short version: if I cannot deliver, or what arrives is not what the page described, you get your money back. If you simply did not like what the deck said, you do not.

Read the refund policy for the full detail. It is written in plain English.

The £39 Health Check reads thirty days and tells you what is happening, led by your bio link funnel. It is the diagnosis.

The £99 Action Plan reads ninety days and gives you three things to fix, in order, with the numbers behind each one, plus a content calendar and six targets you can grade yourself against. It is the prescription. It needs at least twelve posts in the last ninety days, because the whole report works by comparing groups of your posts.

If you have never looked at your own numbers properly, start with the Health Check.

I read your Instagram Insights: how many accounts you reached, profile views, bio link taps, follows and unfollows, and post level performance for the window your report covers. Nothing else, and nothing belonging to anyone else.

The data is pulled once, at the moment you connect, and saved so that I can resend your report if you lose the link. I disconnect as soon as your report has been sent. The connection cannot be reused and cannot produce a second report. You can remove access yourself at any time.

A stripped down, anonymous version of the headline figures goes into the market benchmarks. That set carries your follower band, never your exact count, your category and your country. It never carries your handle or your name. Tell me to leave you out and I will.

The full detail is on the privacy page.

There is no blanket answer, and anyone giving you one is guessing.

What your work is worth depends on where you are, what your engagement actually is rather than your follower count, and above all what you are handing over. A single post is not the same deal as a single post with three months of paid usage, category exclusivity and worldwide rights. Those layers are usually where the money is, and they are usually the part nobody prices.

Two things here will help. The Creator Rate Calculator prices each of those layers against your real engagement. The Engagement Rate Calculator works out the number to feed into it. Both are free.

If what you want is a specific comparable industry rate for your tier and category, that is the Rate Report, and it lands in 2027.

Closed deals. Contracts, invoices and negotiations from my own desk and my roster's, plus anonymised figures from the reports people buy here. What was asked, what was countered and what it actually closed at.

Not a survey, not a trend report, and not what brands say they pay.

Free, and no. The result appears on screen as soon as you have filled it in. You can add your email if you want a copy sent to you, and that is the only reason to.

Once a month I take one real negotiation off my desk, anonymise it, and show you what was offered, what was countered and what it closed at. No follower counts, no brand names, no talent names. Just the shape of the deal and what moved it.

Free, monthly, and nothing in between. Join here.

There is a form on my About page. Name, organisation, date, location and what the event is.

I speak on what creators are actually paid, the gap between what they ask for and what they close, and the rights they hand over without being asked. It comes from a deal book, not a trend report. Cannes Lions, UNGA and Davos previously.