Alright – so today we’ve got the honor of introducing you to Tinashe Chaponda. We think you’ll enjoy our conversation, we’ve shared it below.

Tinashe, thanks for joining us, excited to have you contributing your stories and insights. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?

The very first check came from Google, through YouTube monetization. It wasn’t just a payment, it was validation. I had uploaded videos, experimented with content, but, when that first deposit landed, I realized something powerful: there is a real economy around creativity. That realization lit the fire behind Sosani. I thought, If I could do this on my own with limited resources, imagine what could happen with the right structure, strategy, and support behind other creators. That check made it clear that creators didn’t just have to dream about turning their passions into professions—they actually could. And that’s what Sosani was built on: the belief that creators can build careers, and brands can build relevance, in a world where attention is currency.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I came into this industry right as we started to see the fall of what we call the “gatekeeper era.” Not too long ago (the early to mid-2000s even) traditional media held the keys to opportunity, we now live in a time where individuals have the power to build platforms and drive culture. I was fascinated by this shift and knew I wanted to be part of it in a meaningful way. That’s how Sosani was born.
Sosani helps brands grow and stay relevant in today’s digital-first world, primarily through the power of creators (who are able to curate active audiences, produce compelling content, and provide consistency/longevity within their ecosystem). We operate at the intersection of strategy, storytelling, and scale. Whether it’s campaign development, creator partnerships, content production, or influencer program execution, we connect brands to real people with real audiences who move culture.
What sets us apart is our team. Our SEE culture (Sosani Excellence Ethos) is everything. We’ve built a collective of culturally in-tune, strategic minds who deeply understand, and are able to quickly navigate, this quickly growing ecosystem. That’s how we’re able to show up daily with insights, creativity, and consistency that moves the needle for clients.
We’ve had major moments that I’m proud of, such as participating in the Goldman Sachs 10,000 Small Businesses program and being named an ambassador for the initiative. Also, seeing our work represented in something like the Khaby Lame Super Bowl ad for State Farm was another full-circle moment. My being named to Forbes 30 Under 30 in Marketing validated a lot of the behind-the-scenes work our entire team has done over the years. It was a moment of celebration and validation for all of us here at Sosani.

Can you tell us about a time you’ve had to pivot?

We pivot all the time; it’s a big part of how we’ve grown. One of the biggest pivots happened in early 2022. We made the decision to pause our talent management division to double down on understanding what brands truly needed from a partner in this space. That focus gave us clarity, and more importantly, results. It helped us build out scalable solutions for clients and refine our strategy.
Interestingly enough, that success led us to pivot back to talent. But this time, we returned stronger, more informed, and more equipped. I’ve learned that pivoting isn’t always about changing direction entirely; it’s often about zooming in, learning, perfecting, and then coming back to execute with excellence.

How’d you build such a strong reputation within your market?

Consistency and integrity. We show up day after day, even when things aren’t ideal. We do what we say we’re going to do. That alone goes a long way in an industry where, at first, the expectations were low. From day one, we committed to going the extra mile, and that has made all the difference.
Clients know they can count on us not just to deliver, but to over-deliver. We take action when others hesitate. That mindset has helped us outperform expectations repeatedly, and that’s how our reputation was built… on dependable excellence over time.

Contact Info:

• Website: https://www.sosanistudios.com/
• Instagram: https://www.instagram.com/sosanistudios/
• Linkedin: https://www.linkedin.com/company/sosani/ & https://www.linkedin.com/in/tinashechaponda/