We’re excited to introduce you to the always interesting and insightful Kwey. We hope you’ll enjoy our conversation with Kwey below.

Kwey, thanks for joining us, excited to have you contributing your stories and insights. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

The mission for Samambo World has always been to unite the African Diaspora. Minneapolis is a very segregated city, and its reflected in the nightlife. In 2018, I was about three years into my career as a DJ. I had the opportunity to spin a lot of dope parties and events, but I noticed that there weren’t any spaces that prioritized the African Diaspora. Of course there were clubs downtown but you either went to the hip hop club or the afrobeats one. I guess thats cool, but there wasnt a space where you could hear everything and more. Also, these spaces heavily emphasized sections and bottle service culture which I wasnt a fan of. In my opinion, section culture isnt reflective of who we are as black people. Its not reflective of how we dance, how we celebrate, and how we come together. It doesnt feel familiar. This motivated me to bring change, hence I started Samambo World. I wanted to create a space us to come together, connect, hear familiar sounds and be exposed to new ones. A space where we can express ourselves freely and celebrate US.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Kwey! Im a Ghanaian American DJ, producer and founder of Samambo World, a platform aimed to create immersive experiences to unify the African diaspora. Music has always been a deep passion of mine for as long as I can remember. I played any instrument I could get my hands on. Despite growing up in a semi conservative home that often side lined my passions, placing them second to academic success, I was determined to involve myself with music one way or another. I dropped out of college to pursue music production, a craft I had picked up freshman year of high school. Since then, Ive had the privilege of working with artists like Doechii, Dizzy Fae, Ricki Monique, Essjay the Afrocentricratchet & more. Alongside producing music, I began DJing parties and events in Minneapolis in 2015, learning from one of my good friends and mentor Alec Ness. My love for DJiing grew with each gig I played, and I quickly established my reputation in the music scene. In 2018, after playing numerous gigs around the city, I grew tired of playing for predominantly white crowds. I saw the need for a space that prioritized black people and black music outside of the repetitive and monotonous nightlife scene. Hence, I created Samambo World. The name “SAMAMBO,” comes from an old Ghanaian term which signifies the joy of collective celebration through song, dance, and rhythm. SW celebrates an eclectic mix of black genres such as Afrobeats, Hip Hop, Amapiano, House, and more, honoring global cultural contributions.

Any advice for growing your clientele? What’s been most effective for you?

I’d use the word family instead of clientele in the case of Samambo World. The most effective strategy that has helped grow the SW family over the years is the oldest strategy in the book, word of mouth. Nothing beats creating an experience for people where they enjoy themselves so much that they go back and tell their friends about it, and urge them to come to the next one. This is the reason why I prioritize intentionality when it comes to our events. The details matter. From the line up, the promo, the set design, the visuals, the way people are treated in the space, etc. It’s all a part of the overall experience, and when its done right, people will have a great time and will want to tell someone about it, or share it on social media.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Contact Info:

• Instagram: @kwey_ & @samambo.world
• Linkedin: www.linkedin.com/in/brandon-mensah-161573215

Image Credits
Luis Borja Josh Berry Donny