Occasionally, you have to lose everything to uncover what genuinely belongs to you!
Nzube “Zubby” Gabriel, who previously participated in the renowned talent competition Maltina Dance Hall, acquired his business acumen from the bustling streets of Onitsha well before he aspired to reach corporate environments and celebrity status.
By 2007, he had become as skilled at negotiating as an experienced merchant; in 2009, he took center stage at the Maltina Dance Hall, founding the BlueBerry Dance Academy and experiencing the excitement of creating something from nothing.
However, life’s ups and downs do impart tougher teachings. The young businessman launched a grocery store in Gwarinpa, Abuja, back in 2015—but it shuttered after two years. “It all fell apart,” he remembers. “There was a time when I felt like I was crumbling alongside it.”
Yet, from the quiet emerged a solitary acquisition that recast his destiny: a camera.
I wasn’t merely capturing images,” Zubby states. “I was narrating stories. It dawned on me that every brand, every leader, and every aspiration should shine at their brightest.
That insight solidified into a motto—”A Poor Image Equals Poor Business”—and later, in 2024, transformed into ZedX Original: a media production firm, creative center, and incubator for cultivating a fresh generation of narrators dubbed the ZedIcons.
Creating more than just content — fostering a movement.
Based in Abuja, ZedX Original has already:
• Created visual marketing initiatives for up-and-coming fashion brands and organizations like Heifer International.
• Transformed its studio into an incubation space where photographers, videographers, and digital marketers enhance their skills each Wednesday during MindMesh sessions.
• Launched the ZedX Pro-Creatives model, providing freelance talents with transparent terms of reference and equitable profit sharing.
• Created visual marketing initiatives for up-and-coming fashion brands and organizations like Heifer International.
• Transformed its studio into an incubation space where photographers, videographers, and digital marketers enhance their skills each Wednesday during MindMesh sessions.
• Launched the ZedX Pro-Creatives model, providing freelance talents with transparent terms of reference and equitable profit sharing.
ZedX isn’t just about having expensive equipment,” Zubby maintains. “It’s a space where artists, brands, and influencers come together to develop collectively and transform the industry as one.
How relevant is his story at present?
Nigeria’s creative sector is thriving, but numerous emerging artists continue to face challenges related to guidance and adherence to industry norms. Zubby’s path—from hustler to dancer, unexpected photographer, and now entrepreneur—captures the determination and adaptability characteristic of today’s content creators.
For brands, his ascent serves as a lesson in crafting an effective image: using genuine narratives to transform viewer engagement into tangible business benefits. For aspiring creators, this demonstrates that setbacks can serve as motivation when passion aligns with skill.
What’s next?
ZedX Original is broadening its studio rental services and introducing a two-week MindMesh training program tailored for busy adults. Additionally, they are supporting social media influencers such as @girlwithdsign. Their objective stays the same:
“We craft with intention—building stories, bolstering innovative leaders, energizing brands aimed at transforming society,” Zubby disclosed.
Therefore, whether you’re an artist looking for a community or a brand that realizes poor reputation equals lost opportunities, you’ve come to the right place. ZedX Original is prepared to beautifully narrate your tale.
See the complete video “From Hustler to Visionary” below.
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