Rioch Edwards-Brown, Founder, So You Wanna Be In TV?
Rioch started So You Wanna Be In TV? after her son was shot and stabbed while in school. She did not want revenge and reached out to the community to give something back. She diversified into Creative, Tech and AI to enable social mobility for over 8,500 financially disadvantaged young people through free training and employment. A diversity advisor, Gen Z Expert and Futurist, Rioch is one of the most influential women in diversity and future-proofing industry in the UK. She is the founder of a disruptive, next-generation not for profit social enterprise, with human-centred values creating positive social impact in collaboration with corporates and brand sponsors.
Her social impact helps futureproof FTSE100 and Fortune 500 companies through game-changing talent, campaigns and consultancy. Practical steps are provided to help brands transition alongside the disruptors for new markets by envisioning and executing new models for the future. Rioch says, “If you’re not listening, engaging untapped diverse communities, Gen Z and how they are doing things differently, it’s not that you are not in the game, it’s that you don’t even know that the game exists.”
She was named one of the Top 20 Global Innovators in STEM + Arts 2020, Most Influential Women In UK Tech, Financial Times Top 100 BAME Leaders in UK Tech, and a European Diversity Awards Winner.
What is your favourite social media platform?
No favourite as such, but I have been fascinated by Clubhouse, which puts the human voice back at the centre of everyday life through conversations. It has connected me with some of the best global conversations I’ve ever had. I’ve been speaking in a room on the platform and having conversations with someone in London, someone from Uzbekistan or Argentina, Korea or Jamaica - how brilliant is that! The human voice is so important, and listening to varied voices, I think, is more needed than ever in a society that has never been more connected but also more isolated, with an epidemic of loneliness, mental health and wealth inequality. It's heartening to see the industry begin to factor in the need for wellness in the workplace, both physical or virtual. There is still a long way to go. Clubhouse is fearless in giving the space for important discussions and solutions around these issues.
Seismic shifts due to megatrends like the pandemic – make the human voice of reason, care, kindness and fun essential.
Tell us about you and your current role or area of interest.
Mother of four. Human. Listener. Storyteller. Chocoholic. (who Loves Tea!)
I am super passionate about young people, social mobility and grassroots communities as they have the answers to the lack of diversity and future-proofing companies. Be different. Stand out from the crowd. Stay outside the tick box! The young people I interact with within the community are already digital natives and inherently know how to navigate and cut across complex business issues. This has been key to why I advocate “listening” for industries. They have to listen to outside voices like never before to remain relevant. They have to adapt and embrace change through Gen Z.
What do you like about your career or area of focus?
I love the human connection! I have really missed family, friends, our young people in the community and industry events with the pandemic. Still, despite the challenges of COVID19, my main area of focus continues to be building an eco-system that enables positive outcomes for diverse communities and commerce.
What is the best advice you have ever received?
Treat people well, regardless of status or wealth. This was the best advice from my extraordinary mother. She was an amazing storyteller; she was a cleaner and raised four other siblings and me on tuppence ‘a penny. What she built and invested in with tiny sums of money outdoes anything I have seen because she did so with humility and kindness. Despite financial hardship, she never skimped on providing me with a solid foundation based on a moral compass, social skills, manners, a love of people, great writers, laughing at life and never giving up. From her, I learned storytelling, perseverance, people and business skills and to act on an opportunity - something I still do today.
What inspires you, motivates you, or helps you to move forward?
The young people who have been through our free community-based employability skills programme! Our sponsors and partners who get us and want to be part of the solution driving real change in social justice and transformation.
What are you proud of in your life so far?
My four fantastic and wonderful children. I feel so fortunate to have them in my life, and I am proud to see who they are becoming in their own right, even though they call me a Boomer! I am very proud of my son for overcoming adversity and getting back on his feet after being attacked. His determination has helped me look beyond 'the problem' and focus on finding a way forward when faced with challenges.
What is your preferred way to meet new people/network?
Both online and in the physical space. However, my preference is to meet people in the flesh.
What skills or qualities do you feel have helped you?
Not fitting into any boxes! Listening, having the courage to do the opposite of what has gone before, not always having the answer, and people skills have really helped me on my journey. Maya Angelou talked about how people remember how you make them feel; that's really important to me.
What do you wish you had known when you started?
When doors keep getting closed, build your own door! 'Down seven, Up eight.’ Keep Smiling! There are only 24 hours in a day. Each day will bring its own tests, joy, fear, challenges, happiness etc., but there will always be a tomorrow. Start again from there.
Who do you most admire in business, academic or creative circles and why?
Mr Thomas
Mr Thomas - My Head of Year at Secondary School. He was the first Etonian I’d ever met. I actually thought Eton was in Estonia! He was instrumental at a pivotal moment in my life, where I went from feeling like a grain of sand to realising that I was worth a lot more when he called out my name in an assembly as 'Most Improved Pupil' in my year.
He said I could be whoever I wanted to be and never to forget that. I entered assembly that day with no self-esteem and 'switched off, but I left feeling taller and walking with my head held high.
So much of what I do with our young people and why I stay on course with them is that I hope they feel listened to and that someone cares. If I get a thank you, then it's a huge privilege.
Mr Thomas helped make me the woman I am today.
Outside of your professional/work area, what hobbies or interests do you have or what other areas of your life are of real importance to you?
Family walks, dancing around my handbag in my kitchen with the music turned up loud. Trying different foods, my favourites at the moment are Korean and Turkish.
Has the pandemic had a positive or a negative effect on you and/or your business?
The pandemic has brought many challenges including, losing out on major sponsorship. Still, where one door has closed, others will open, and I am taking the opportunity to develop an app that had to be put on hold, which will help scale what we do.
Do you have a mentor, or have you ever mentored anyone?
I have really enjoyed mentoring many of our young people over the years and am always learning from them. Mentoring has been a fantastic opportunity and has allowed me to share the journey and watch the growth and development of many young people into employment, apprenticeships and start-ups.
What advice would you have for someone looking to get into the same area of work or interests?
Make a business case for a venture, whether social or commercial. Passion is not enough! Attention to detail is everything. Build relationships and networks rather than likes and follows. Do not be frightened to walk away if the deal is not right. Far better to wait and find the right partner and deal for you.
What do you feel is the most common reason for people failing or giving up?
Fear of failure.
Is there a phrase, quote or a saying that you really like?
Ditch the metrics and start feeling again!
What companies, brands, or institutions do you like, or do you think are getting it right?
Sony Pictures Television International as they took the time to speak with us, have invested in our community programme, diverse talent pipelines and shown long-term commitment to change. When brands ask us how to transform their culture and future-proof themselves, Sony Picture Television are a great example of that. By listening and engaging with us to future-proof their customer base, namely Gen Z who will become their future customers and are already diverse.
I also think that Netflix is a fantastic example of a brand that is getting it right. They know exactly what their customers want when they want it and on what device. They are also bold and courageous, prepared to change the model to increase market share - vital in today’s world where tech and AI are dominating the space between success and remaining relevant. Too many companies, brands and institutions are continuing to do things the way they always have and will do a ‘Kodak’ by suddenly disappearing.
Symanto is another inspirational example of a diverse company that is really innovating and pushing boundaries in getting it right. Based in Germany the company provides the deepest understanding of people through psychology and AI. They have combined technology and psychology to build psychological and psycholinguistic models to analyse large amounts of text data. Their Corona Virus Mental Health Tracker built during the pandemic has been groundbreaking in tracking the impact of coronavirus on our mental health. For me, it brings together the human, tech and AI in a positive way for change and a greater understanding of mental health.
Our own model is built for mental health as it forms an integral part of the social mobility we impact. Mental health alongside diversity in the future of work should be part of the DNA of any company or brand.
I feel that the companies and brands I’ve mentioned are getting it right in terms of listening to their market, engaging and investing in diverse communities to create real change.
How do you define success, and what lessons have you learned so far that you could share with our audience?
I don’t really think about success; I focus on the things that matter to create change, help others and deliver on those. I’ve learned that it is far better to get things done quietly and let your service or product users tell their story of how it made them feel and helped them.