How Tobi Oredein reshaped British media with power purpose and truth

Tobi Oredein shares her journey creating Black Ballad—a media platform prioritising black women, built with purpose, power and community connection.

Journalist-turned-founder Tobi Oredein didn’t wait for permission – she built a space where black women are seen, heard and prioritised. Through Black Ballad, she’s reshaping British media with power, purpose and personal truth. We caught up with Tobi to discuss consistency, culture and how her faith and family keep her grounded through it all

Where do you call home?

Home is wherever my husband and kids are. But east London will always be home – vibrant, diverse and, despite gentrification, still full of the food and culture that connect me to my British Nigerian roots.

What does your typical day look like?

I try to wake up before 6am so I can spend time in my Bible and fit in a 25– 30 minute run. My kids usually wake just after 7, so I’m often negotiating with them to get ready and out the door. Once they’re dropped off, I check emails and LinkedIn before heading to the office or a meeting. I usually get to the office by 10am, and my day is a mix of external meetings with brands, responding to briefs or team catchups.

I tend to leave around 4.30pm to pick up my kids. We get home around 6pm – then it’s homework, dinner, baths, a lot more negotiating, and bedtime stories. Around 8.30pm, my husband and I eat dinner and watch something together. After that, I usually do a little more work before heading to bed around midnight.

How did you come to be the successful entrepreneur you are today?

I don’t even see myself as successful. I think consistency has been key. Black Ballad has consistently shown black women – and the world – that they are our main and only priority. We’ve built a genuine community that doesn’t just consume content but engages with us through events like the BB Weekender and surveys. Keeping a close eye on cash low has also been essential.

What inspired you the most when starting out in your career?

Honestly, it was the lack of representation of black women in women’s lifestyle media that inspired me. The few visible black women were usually lighter-skinned, which reinforced the harmful idea that black mainstream magazines if they looked a certain way. It was so dangerous to create such a narrow depiction of black womanhood, and I wanted to challenge that. I was also inspired by the rejectionI faced when trying to break into the industry. Despite my passion and persistence, I couldn’t find opportunities. A big part of my early inspiration came from wanting to prove that my voice – and the voices of other black women – were worthy of being heard in British media.

How has your career evolved?

I started my career as a journalist and created Black Ballad because I desperately wanted to break into women’s lifestyle media and write articles that mattered to women. I couldn’t break in, as most women’s lifestyle magazines mainly hired white women, and statistics showed black journalists across the board weren’t being hired. So I created Black Ballad and, in the early days, my role was commissioning and editing articles from black women.

We brought on Jendella Benson as Head of Editorial, as she hada more expansive skill set across text, audio and video. This allowed me to hand over full editorial control and step into a brand new role: Head of Brand Partnerships. I had no prior experience, but it’s become the part of my job I love the most. I love the thrill of getting an idea across the line and working with global brands to reach, engage and better understand black women, who have such a powerful in luence on culture.

How does your hair play a part in how you express yourself?

I think my hair has played a big role in helping me develop my personal style and figure out what I do and don’t like – whether that’s feeling more creative, professional, bold or soft. When my hair is done, I feel more put together, more confident and ready to take on the world. It’s almost like the finishing touch that pulls everything together, inside and out. Hair has been a big part of my journey towards self- expression and self-assurance.

Describe the moment you realised you could turn your passion into a career.

During our first crowdfunding in 2016, we didn’t have a huge following. Across Instagram, Facebook and Twitter, we had around 7,000 followers combined – but we had a dedicated audience who believed in us. We raised

£11,500 in six weeks to transform Black Ballad from a free blog into a membership platform. That moment was incredible. It showed me the real power of creating something tailored to a specific audience and how valuable it is when you truly serve a community’s needs. It gave me the belief that my passion for creating space for black women wasn’t just important – it was something people were willing to invest in. It could be a sustainable career, driven by purpose and the people we represent.

Do you have any exciting projects coming up?

I’m so excited for year two of the Black Ballad Weekender! This time, it’s not just tied to our 10th anniversary – it’s the real beginning of something bigger. We’re creating a space where black women can celebrate, connect and be celebrated like never before. I can’t wait to see the Business Design Centre filled with black women and black joy on August 1st and 2nd. If you thought last year was special, this year will be even more incredible. Trust me, you don’t want to miss it!

What makes your current project unique?

Britain has never had a lifestyle event created solely for black women. At the Weekender, you can attend workshops on careers, hear health talks from black medical experts, get your hair done, shop black-owned brands and enjoy food rooted in our cultures. It’s a space filled with black women laughing, bonding and feeling seen – a space where we are the priority, where we don’t have to explain ourselves and where we are celebrated.

What message or advice can you give to other black women and non-binary people?

If someone says no, you might just be talking to the wrong person – or someone who doesn’t get it. As a black woman or non-binary person creating unapologetically, the world often tries to silence that. You have to find the right people who will champion you and your vision. You don’t always have to be the messenger for your message, especially when you need to get something over the line. Protect your voice, protect your vision and know that finding the right sponsors or supporters can make all the difference.

Where can we find you?

Instagram | @blackballaduk
Website | www.blackballad.co.uk