Today I want to share some exciting updates for all my subscribers, including a new brand that I'm launching, why am I doing it now, and everything else that's been on my mind lately.

P.S. On Friday 31st July I issued a newsletter to all my subscribers sharing exclusive announcements and behind-the-scenes content of all my upcoming events, activations, and more. Subscribe today and stay tuned for the next issue!

#1 What do you mean you're "launching a new brand"?

I started working on my new brand MS Studios as early as when I first created my Youtube channel back in May 2026. At first I didn't realise I would be building a creator-brand marketplace focused around exclusive offers, limited collections, and premium benefits. I kinda had to just get out there and put myself in the field.

Writing stories and articles.
Engaging in communities.
Joining live calls and virtual events.

I was locked in on finding the right people for my project, to build a culture and an enterprise around London's vibrant community. That's only the first piece of the plan.

The other piece of the plan is to communicate that message, at the right time, using the right medium and the right incentive.

What I needed was for the 2026 Notting Hill Carnival to push the narrative forward. Turns out that this year will mark their 60th anniversary -- so I decided to launch a limited collection inspired around the Carnival. Available only as a test drop for the MS Studios platform.

There is still so much that I want to share from behind the scenes. I was even contemplating weather some of my content should be turned into a livestream series, to give subscribers the opportunity to connect with me live, share your questions, and engage with others in the space (newsflash: I'm already working on it and I'll share more as it starts to take shape).

We'll just have to wait and see.

#2 Why are you doing this launch now?

Sometime ago I watched a podcast episode from Open Residency with Dan Iancovore, a world-class CEO and operator who owns a portfolio of over 10 cash-flow businesses across nutrition and supplements.

In that episode, he talks a lot about the actual process of selling a company, when is the right time to do it, and how to keep it profitable while protecting it's culture. And while this might not seem like it's related to what I'm doing at first, it drove me into a frenzy to understand how can brands and labels remain sustainable and better serve their customers.

Eventually, I realised the massive opportunity that MS Studios can create on the creator economy. It will give my subscribers a more unique, seamless experience when connecting with brands across fashion and lifestyle.

Come to think about it, I was also starting to get fed up with how brands get too caught up in the performance of social media, hoping that people will continue to buy into their glossy content. It's blatantly obvious that today people are looking real, tangible experiences.

This is what fuels me to do what I'm doing.

#3 What is your top story of the month?

Some of you who signed up to my email list earlier this month will know that last week, me and my guys hosted an AP in London along with a other guests to spend the night. There were drinks, a TV lounge, and some nice views to contemplate about the night.

In fact, far away in the distance you could see the estate and flat blocks playing their music. People stepping out from their homes all dressed up. Planes shifting through the air like an exhibition. It was the perfect scene to set the mood.

We took our showers, got changed, and called everyone to meet us at Brixton for a rooftop party that was taking place there. People started coming in one by one until we got everyone together. And I must say, it was some of the best moments in the whole year.

#4 Anything else on your mind lately?

I've been listening to all kinds of genres lately (probably because I'm in my summer mood). But the highlight has to go to Shallipopi's single "Na So" because of the way my guys were dancing to him in the rooftop party.