Diddy’s digital exec Deon Graham talks, nightlife, digital advertising

  • Deon Graham, 35, is the chief model officer at Combs Enterprises. 
  • He oversees the advertising technique for all the pieces related to its namesake founder, Diddy. 
  • He advised Insider about his rise, spurred from a nightlife web site he based within the early 2000s. 
  • Go to the Enterprise part of Insider for extra tales.

At first, it was simply Deon Graham and his nightlife web site, Metropolis By no means Sleeps.

Now, it is Deon Graham and Combs Enterprises, the place he is chief model officer, main advertising for all the pieces related to the mogul Sean Combs — in any other case often called the rapper Diddy. 

“12 months after yr, I’ve seen him develop right into a savvy, gritty and forward-thinking govt,” Diddy advised Insider, “for giant and daring digital and model technique concepts which can be essential to what we do and our success.” 

Certainly, years earlier than the 35-year-old Graham began working for Combs Enterprises full-time in 2015, he had caught the eye of the rapper, who, with a internet value topping $700 million, has turn out to be one in all music’s most prolific businessmen. 

If something, Graham can say he has helped play a component in that. 

In an interview with Insider, Graham talks about his rise to changing into the mogul’s chief model officer, what nightlife taught him about digital advertising, and the significance of making content material for and by Black folks. 

A nightclubbing platform for ‘those who appeared like me, who went out each night time’

Graham advised Insider he was a heavy nightclubber whereas he was a advertising scholar at Florida Worldwide College in Miami.

However one night time within the mid-2000s, he stated he started to concentrate to the world round him — the bottles, the ladies, the photographers. Graham stated he realized photogs have been taking footage of everybody aside from him and his mates. When he would go to the membership web sites, solely the white partygoers have been depicted. 

When he requested a bottle lady why this was taking place, Graham advised Insider, “she flat-out stated, ‘since you’re Black.’ I spotted there was a chance for me to create a platform that serviced those who appeared like me, who went out each night time.” 

So, in 2008, he launched Metropolis By no means Sleeps, a web site that helped Black folks navigate the clubbing scene. He went on to make offers with membership managers across the nation, hiring photographers to take photographs of the Black clubgoers, which he would then placed on his web site. It helped golf equipment look “much less racist,” he stated, nevertheless it additionally helped Black folks discover which golf equipment would allow them to in. 

Graham stated he dropped out of FIU after a semester to focus extra on Metropolis By no means Sleeps. 

At its top, Graham stated membership managers have been paying as a lot as $20,000 and he was taking paid ads on his web site, making as a lot because the low six figures.  

Throughout this time, he had additionally been promoting a well-liked vodka model on the location. These ads caught Diddy’s consideration, and the mogul’s promoting company, Blue Flame, reached out to Graham, asking if it might promote Diddy’s Ciroc as a substitute. 

Quickly sufficient, Graham signed a contract with Ciroc in 2009. From there, he started working extra carefully with Diddy and Combs Enterprises.  “I had the city market that no person else had throughout the nation,” Graham stated. “We labored properly collectively.”  

Deon Graham

Deon Graham (R) and Diddy (L)

Courtesy of Deon Graham

The clubbing scene strikes quick — similar to Twitter

Graham got here on as a contract digital advisor for Combs Enterprises in 2009. He remembers the cellphone dialog that helped set all of it off. He was talking to one of many advertising leads at Blue Flame who was speaking about redesigning the Ciroc web site. 

They have been throwing round massive numbers “like $120,000 to redo the location,” Graham stated. So he took himself off mute and chimed in, “I used to be like yo, I may do this web site for like 20-grand,” he recalled. 

“I had no thought what I used to be getting myself into constructing a web site at that capability for a corporation that giant,” he continued. “However that simply opened one other door. Each alternative that will come, I’d attempt to bounce on one thing.” 

By 2010, Metropolis By no means Sleeps had begun increasing globally, to Los Angeles, Las Vegas, New York, London, and Toronto. Graham stated he had, at occasions, almost 30 photographers across the nation, however he was struggling to pay them. Membership managers have been late on funds, and Graham stated he himself typically wasn’t making a dime. 

By 2015, he received a name from Dia Simms, then-President of Combs Enterprises, who had a task for a full-time digital director open, and Graham in thoughts. Three years later, he was appointed Combs’ vp of digital, and two years after that, he grew to become chief model officer. 

He is labored on all the pieces from Ciroc ads to movies with Apple Music, and music with Unhealthy Boy Leisure. He focuses on constructing and fostering long-term relationships with shoppers, even when which means having Diddy make TikToks, submit just a few Instagrams, or hop into Clubhouse for a chat. 

Graham stated he likes to take it sluggish. “I am not chasing, like, the headline. I am not chasing that one-day development.” 

It seems, the clubbing scene strikes shortly, similar to Twitter. It does not take lengthy to determine if a social media marketing campaign labored, similar to it does not take lengthy to determine if it will be a superb night time for the membership. 

“He is relentless in his pursuit of targets, scrappy and revolutionary,” Combs Enterprises President Tarik Brooks advised Insider. “He is a key chief on our group.”

Deon Graham

Deon Graham (R)

Courtesy of Deon Graham

Graham seeks authenticity 

Notion is an enormous factor to Graham. “The way you’re perceived is what folks consider you and the way they strategy you,” he stated. 

Combs Enterprises likes to carry on individuals who might help push out genuine narratives that allow prospects know “It is coming to the tradition, by the tradition,” Graham stated. “If you wish to attain folks, you gotta attain them with those who seem like them.”  

For instance, Ciroc has been sponsoring and doing placements through the Verzuz battles that happen on Instagram Reside. The occasion sees artists equivalent to Ashanti, Jeezy, and Brandy musically compete towards one another to see who has the best hits. To assist promote the occasions, Graham stated the Combs group usually shoots trailers and makes just a few fliers, but in addition is dependent upon the pure curiosity of customers on social media to assist drive the dialog. 

Creating moments of authenticity is one in all Graham’s principal methods, he stated.

Folks favored when, within the “Cannot Cease Will not Cease” documentary, Diddy jumped round his workplace with pleasure, after presumably simply closing a deal, screaming, “I am a Savage. No matter I would like I’ve to get.” That clip goes viral, even to at the present time, he stated.

As a marketer, he stated he is at all times centered on how tasks will land with audiences. As a Black marketer is at all times taking note of “tradition vultures” — the customarily non-Black individuals who exploit Black tradition for revenue and acquire.

He stated that some corporations and executives have been responsible of this through the Black Lives Matter protests final summer time, once they all of the sudden launched statements and pledges about growing racial fairness. However he stated he is completely happy that some shoppers are starting to take a stance towards those that steal concepts, applicable cultures, and who turn out to be socially aware for financial causes. 

“No one is forcing you to help corporations that do not help you, that do not rent executives that seem like you,” he continued. “You are making that selection.” 

That is one factor he realized from his years in nightlife and now, working with Diddy — folks like feeling seen, and so they help the locations and the individuals who make them be ok with themselves. 

“I am fortunate to be in an enterprise that is owned by a Black man,” he stated. “It is a good feeling to stroll right into a constructing and see individuals who seem like you, who’re making choices which can be culturally related. I would like everybody to have an opportunity to really feel that now.”


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