Creating opportunity, one word at a time

A collaboration that brought the seed of an idea to life. The core of our latest brand film was always people. From the busy to the bold, the detailed to the daring, we wanted to empower everyone that works for us and with us to change the game. So, working with Yasmin to develop our script into a piece of spoken word that would connect, engage and inspire was an opportunity too good to miss.

After wrapping a successful shoot day, we sat down with Yasmin to learn more about what makes her tick, her career to date and why she said “yes” to collaborating on our Creating Opportunity project.

For those who haven’t come across your work before, can you tell us a bit about your background and how you became a lyricist?

I initially worked in private equity and investment banking. However, I left the corporate world and decided to run a gelateria. Unfortunately, I ended up being very overworked which led to severe burnout, and I ended up having a mini stroke which affected my ability to walk and move my left arm.

Part of my way of coping with the depression and the frustration of feeling like my body failed me was one day, while I was recovering, I picked up a pen. I wrote a line, wrote another line, and then I read it back and I remember it like yesterday. I sat in my living room, reading what I’d wrote back, and I just felt like it needed to be shared.

This was when my newfound passion for writing poetry began. I started attending open mic nights, initially out of a desire to share my experiences and find my voice. To my surprise, my poetry resonated with audiences, and I quickly began receiving performance invitations. This unexpected turn of events led to my passion becoming my career as a spoken word artist, culminating in becoming an international slam champion. My work has evolved to include collaborations with various organisations and brands, where I help them articulate their messages and campaigns through the power of words. It really has become my purpose.

Since embarking on this career, who have you had the opportunity to work with?

I’ve had the privilege of collaborating with a diverse range of brands, including Snapchat, London Fashion Week, Red Bull, Dove, TBI Media and various other companies. I also recently worked with Money 20/20, a leading fintech conference, where I wrote an opening piece for hip-hop pioneer Grandmaster Flash – lifechanging! Beyond commercial work, I’m passionate about using my platform for social impact, working with city hall and organisations on anti-knife crime campaigns for example, and generally encouraging other young people to creatively express.