About us

Cajovi St Matthew Daniel's career in Black creator representation began at Onyx Agency PR, one of the UK's leading talent management agencies for Black creators. She rose from Talent Manager to Chief Operating Officer and co-owner in less than 18 months - a trajectory that reflected her deep understanding of building creator careers and delivering results for diverse talent and brands.

From the COO seat, Cajovi saw what worked in the UK influencer marketing landscape: premium talent representation, strategic brand partnerships, professional creator management. But she also saw what was missing.

Hundreds of talented Black and multicultural creators were being overlooked—not for lack of potential, but for lack of access to industry education, fair negotiation support and community infrastructure. The traditional talent agency model could only serve a select few.

Cajovi knew there had to be a better way. In 2021, she founded W Cajovi to combine premium Black talent representation with education-first creator development. W/Cajovi was built on the belief that Black and multicultural creators deserve to understand the business side of their craft, not just execute it.

As the talent agency grew, so did the vision. Exclusive talent management could serve established Black influencers, but what about emerging voices needing guidance and community? That's when W/TheCousins was born: a community providing 6,000+ diverse creators with industry knowledge, mentorship, networking, and brand opportunities across the UK, Europe, the US and Nigeria.

Today, W/Cajovi and W/TheCousins work hand-in-hand: one providing premium management for Black creators, the other building a movement of empowered multicultural talent transforming the UK creator economy.

In 2026, Cajovi was named one of the Top 26 Marketers to Follow, cementing her position as a thought leader in the creator economy and influencer marketing space.