In the realm of exclusivity and grandeur, Jide Adetunji and Ibrahim Kamara, the brains behind one of the most coveted events of the year, reign supreme. Long-time friends and entrepreneurs from South London, their claim to fame is the GUAP Gala, a lavish, invite-only extravaganza hosted in the illustrious Natural History Museum.
Jide and Ibrahim, both 29, crossed paths at the University of Kent and their shared passion for visionary pursuits led to their first creation, the Aff Party. The duo describes Aff as a “traditional African party for uni students.” Ibrahim chuckles as he recalls the event, commenting, “It was so bad,” multiple times, likening it to the ill-fated Fyre Festival.
Despite the hitches, their inaugural experience of birthing an idea and watching it materialise spurred them on. As Ibrahim jovially puts it, “Aff Party had to walk so GUAP Gala could run.”
Eclipsing its debut success, the GUAP Gala made waves reminiscent of Vogue editor Anna Wintour’s famed Met Gala. As images of flamboyantly attired creatives flooded social media, it was clear that the dress code called for nothing less than extravagant.
Delving into what makes the GUAP Gala unique, Jide and Ibrahim define it as an “annual gala and award experience that’s dedicated to celebrating creative excellence.” Their vision stemmed from the absence of a platform celebrating the full spectrum of creativity, not just isolated fields like music or film. “There wasn’t anything that celebrated creativity in its entirety,” Ibrahim explains. The Gala levels the playing field between all creatives, ranging from photographers and stylists to musicians and actors.
Their creative themes each year further underline their commitment to artistic innovation. Last year, they showcased Fairytale and Folklore, while this year, they transport guests to a universe of Cosmic Dreams, inspired by the futuristic times they perceive we live in currently.
However, you envision these themes, the one consistent expectation is that they will be extravagant. Previous attendees were more than willing to embrace the flamboyant attire, coming dressed in dazzling diamonds and feathered finery.
The exclusivity of the Gala is maintained strictly, with selected invites extended to 450 guests. The hosted, seated dining event includes 19 award categories with nominees occupying half the seats. The remaining tickets are reserved for those who, in the eyes of Jide and Ibrahim, are instrumental in shaping the cultural and creative landscape.
From its inception as a magazine to its evolution to a youth-led media platform and creative agency, GUAP has always stood steadfast in its mission – to discover, showcase, and nurture emerging and under-represented creatives. Artists like Knucks, J Hus and Brent Faiyaz were given their first magazine cover by GUAP.
Spotting emerging talent requires an astute eye, an intuitive ear, and unwavering self-belief. In Ibrahim’s words, “We were always that platform to spotlight the next generation.” Their dedication to promoting unknown names over well-established ones has kept them ahead of the curve, solidifying their position as tastemakers of the arts.