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Getting online to shatter negative stereotypes – David’s story

From using social media for fun to creating a successful business, David Kemmer-Amoda shares how getting online is helping him to shatter negative stereotypes about young black men.

A photograph of David Kemmer-Amoda. He is sat outside on steps while holding a digital camera, and looking at the camera with a smile.

Like many millennials, it was social media that helped David Kemmer-Amoda to discover the internet. From sharing memes to YouTube videos, David initially got online to have a laugh with his friends. But as a young black man, David started to become disillusioned by some of the negative things he was seeing on social media, particularly in online comment sections.

He explained: “You can get lost in the shadowlands of Twitter and the racist YouTube comments. It was taking up a lot of my energy and I needed to remove myself from it for a while.”

However, the decision to start his own music and media business, Treble Media Group, last year motivated the entrepreneur to get back online. Treble Media produces creative assets for businesses online, and David knew he needed a strong web presence to reach his target audience.

David Kemmer Amoda

Since then, David has been engaging regularly with social media channels, using them as a platform to demonstrate his brand and his business’s objectives. He uses channels, particularly LinkedIn, to connect with other professionals in his industry and to build connections that lead to collaborations and the sharing of ideas. David also credits the internet with allowing him to build the skills needed to grow his business and to make it a success.

David said: “Back in the day, people had to go into a library and trawl through books to find the information they needed. Now, I use search engines to find out more about topics that interest me and quickly learn the skills I need. As long as you can use Google and YouTube and have the motivation, the internet is a great place to learn things!”

He also uses the internet to stay up to date with the news and stay connected with his family and Nigerian roots. His return to online has allowed him to fight some of the prejudice that caused him to disengage with social media to begin with.

He explains: “I was inspired to start my business after realising that the political climate and media were reinforcing negative stereotypes about young black men. Before, I took a break from the internet, but the last year has shown me that my voice needs to be heard.  

“My business, Treble Media, showcases positive examples of black role models in the community. It aims to inspire young black boys and to remind them that even if you feel as though you don’t fit in, that if you feel shackled by society’s perceptions of you, you can rise above it. 

David adds: “You don’t need to stay on the outskirts of society, show everyone that you can make something of yourself and that you’re a credit to your country and community. The internet is helping me to share that message.”

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A photograph of Melissa Denga, a college student, standing whilst smiling looking down at her smartphone.