In a rapidly shifting fashion landscape where beauty and style are constantly being redefined, Prime Model Management, led by visionary CEO Daniel Jojo Asare, has become a trailblazer on the continent.

Founded with a mission to uplift talent across diverse backgrounds, the agency has become a nurturing space. Daniel Asare founded Prime not just as an agency but as a thriving community, designed to nurture models from all backgrounds. The agency has over the years, empowered models to express their unique individuality.

Through PMM, its founder aims to dismantle traditional barriers, welcoming new standards of beauty and authenticity that resonate on a global scale. Driven by a passion for diversity, Daniel Asare has established PMM as a catalyst for change, drawing on collaborations with global brands and connections within the SORS Group to champion emerging talent on
international platforms.

Through strategic alliances, including collaborations within the influential SORS Group, PMM has amplified opportunities for its models, positioning them on international platforms and elevating African representation in fashion.

In this exclusive interview with Melange Africa, Daniel Asare reflects on the journey of building an agency that values mentorship, celebrates resilience, and confronts the industry’s complexities head-on. Here, he delves into the story of Prime’s founding, the hurdles and triumphs along the way, and the vision for an industry that embraces all facets of beauty.

MA: Prime Model Management has quickly established itself as a leading force in the modeling industry since 2020. Can you tell us how it all started and the vision behind your agency’s creation?

PMM: The Agency was founded with a vision to redefine the modeling industry by prioritizing diversity, inclusivity, and authenticity. It all started when we of recognized the need for an agency that truly represented the varied beauty and talent in our society. I aimed to create a space where models of all backgrounds could thrive, feel empowered, and express their individuality. From the beginning, the focus has been on building strong relationships between models and clients, fostering a supportive environment that encourages creativity and personal growth.

Since its inception in 2020, we have worked tirelessly to champion emerging talent, provide comprehensive training and support, and collaborate with brands that share the same values of inclusivity and representation. Our success is a testament to the hard work of its team and the incredible talent of the models we represent.

MA: Prime Model Management prides itself on mentorship and career guidance. In your experience, how does fostering a supportive environment for models help them succeed in a space where competition and rejection are prevalent?

PMM: When models have access to the right mentorship, they can develop their skills and confidence in ways that might not be possible otherwise. To us, an effective mentorship program is one that aids long term growth and success in the industry.

MA: Every agency faces hurdles, especially in such a competitive industry. What were some of the most challenging moments for Prime Model Management, and how did the team overcome them?

PMM: Like many agencies, we faced several challenges in the competitive modeling industry. From Client expectations, Market fluctuations to maintaining model wellbeing. By leveraging teamwork, adaptability and a commitment to our models’ growth, we have been able to navigate these challenges and continue thriving in the industry.

MA: On the flip side, what has been the best moment or most rewarding experience for Prime Model Management so far? A specific model’s success story or a campaign that stands out?

PMM: There is no greater sense of fulfillment than witnessing the growth of models, from casting to grooming to finally being ready for the market. It is a much greater joy when your models dominate the industry. There have been a few highlights along the way, like shooting for A-list Music artists, featuring in commercials and walking for leading designer brands.

MA: The fashion industry can be highly political, from casting decisions to representation on major runways. How does Prime Model Management navigate these challenges, ensuring fairness and inclusivity for your models?

PMM: We work closely with clients to ensure that casting decisions reflect a wide range of backgrounds, body types, and styles, which not only helps to break traditional beauty standards but also resonates with a broader audience. To navigate the political landscape, we emphasize open communication and collaboration with our models. We encourage feedback and advocate for our models’ needs, ensuring that everyone feels heard and valued.

Training and education are also integral to our strategy; we conduct workshops on topics like cultural sensitivity and anti-bias practices for both staff and clients. By fostering a culture of awareness and respect, we can better support our models while contributing to a more equitable fashion environment.

MA: Looking back on your journey, what piece of advice would you offer to individuals enthused about fashion or modeling and the other aspects in the space?

PMM: Three words- Patience, Consistency, Hard work.

MA: Prime Model Management focusing on a global future, how do you keep up with fashion trends and ensure that your models remain at the forefront of industry evolution?

PMM: The key is to always encourage constant learning and research. We are constantly learning new things and passing that knowledge on to our models in order to keep up with industry trends.

MA: What are some of the upcoming projects or partnerships PMM is looking forward to that will continue to push the agency into new frontiers?

PMM: We plan to have an annual fashion show soon, at the moment we are in talks with a couple of brands about possible partnerships and collaborations.

Interviewed by Jude Tackie