A filmmaker who spent years creating content for M-Net/Multichoice in South Africa has built a successful media business in the UK — and says his biggest professional hurdle has been adapting to the “rapid disruption brought about by AI.”
Dan Akinlolu founded Grey Consortium Holdings with a clear vision: to one day build one of the largest and most influential film studios in Africa.
Now based in Middleton Matlock, the 10-year-old business operates two key subsidiaries serving both corporate clients and the film industry.
“From a very young age, I was captivated by filmmaking,” Dan told Founder Insights.
“That passion shaped not just my creative interests but also my professional ambitions.
“Over time, I’ve grown both as a filmmaker and as a media executive.
“My work has given me the capacity to develop talent, collaborate with creatives, and support filmmakers – particularly in the areas of strategic film distribution and licensing.”
Grey Consortium was created to expand the possibilities of digital media across the continent.
The company operates Grey Media, which manages Grey Cinema and GreyTV Channel, focusing on content curation, distribution, and audience engagement.
The second subsidiary, Grey Consortium Digital, drives digital services and technology-focused initiatives.
Dan’s background includes working as a content creator for M-Net/Multichoice and building his career as a filmmaker in South Africa.
He has also served as a member of the film jury for Lift Off Film Festival in the UK and provided film curating support for The New Black Film Initiative.
The business relocated to England to broaden its offerings and strengthen international collaborations.
One milestone achievement was the recognition of the company’s Afro music entertainment app “Mafrik,” which received a nomination for a mobile app award in West Africa.
“When we developed our first mobile entertainment app ‘Mafrik’ and was nominated for a mobile award for the outstanding value we have created,” Dan said of when things started gaining momentum.
The company has since developed GreyTV Channel, a new platform for Black British and Afrocentric content.
“I recognized early on that creating a dedicated platform for film and general content distribution was crucial, especially as the rapid evolution of AI continues to disrupt traditional streaming models,” Dan said.
“The biggest professional hurdle has undoubtedly been the rapid disruption brought about by AI.
“It’s made it essential for my team and me to think critically about how we evolve with these changes and integrate AI meaningfully across our value chain.
“From film production to corporate media services, we’re now focused on adopting tools and strategies that allow us to stay competitive, innovative, and future-ready.”
Dan’s first customer came through a recommendation.
“We did a simple project and pitched it to a potential client and the client’s partner was interested in working with us,” he said.
Running the business has taught Dan important lessons about collaboration.
“I have acquired strong experience and mindset that indicate that one cannot run such a business alone, it is important to have associate partners and a team that supplement the vision of the business,” he said.
One mistake proved particularly instructive.
“When we lost a client because I had assumed that our approach to a project is the right one, I wasn’t flexible enough to incorporate their suggestion into the product,” Dan said.
His leadership approach can be summed up in one word: consistency.
“Consistency is the foundation of success,” he said.
Looking ahead, Dan’s goal is clear.
“The big goal is to become a leading digital media institution that services corporate and community startups,” he said.
But for Dan, the rewards extend beyond financial returns.
“It is very fulfilling and rewarding but it comes with loads of hard work and patience,” he said.
His family remains his biggest source of support and inspiration as he works toward building global brand strength.
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