November 15, 2024 |
Founded just short of a year ago by Hilary Xherimeja, Sondr is the online platform bent on reshaping the creative sector by connecting young talent directly to the industry.
It’s no secret that fashion, music, art and tech are hard industries to break into. On one level, these sectors provide room for innovators to burst through the cracks of society through sheer talent alone, reshaping the way we see the world; but on another level, these spaces represent an impenetrable community guarded by an older generation of rich, established and oftentimes incredibly privileged gatekeepers. Sondr wants to fix this.
Providing resources across three central pillars of education, experience and connection, Sondr is an online platform that nurtures diversity and inclusivity by connecting Gen Z creatives directly to the creative industries. Key in its suite of services is the Creatives for Creatives (C4C) program, which allows young people to access work experience and mentorship from pioneers like Walid Labri and Slawn and major brands like On and Spotify. Alongside this stand-out feature, Sondr also provides access to interviews, job opportunities and events that help bridge the gap between young creators and the old guard.
Speaking to Xherimeja, whose work on Sondr saw her place on Vogue Business’s 100 Innovators list this year, it becomes clear that her mission extends far. “It’s not just about nurturing the next generation of creatives; it’s also about helping brands create long-lasting, authentic work that resonates with their target audiences,” she says, referring to the platform’s lowng-term strategy. What Xherimeja means is that by connecting Gen Z to industry leaders, Sondr is creating a symbiotic, “win-win” situation. “Brands need Gen Z because they represent the future of consumer behaviour. By connecting directly with this audience, brands will build stronger foundations for the future. At the same time, Gen Z needs brands to give them opportunities in the creative industry in order to show their value.” Xherimeja believes that this model has the power to radically reshape the industry into a collaborative ecosystem.
This kind of change is no small feat, and Xherimeja knows this. Sondr is investing heavily in becoming a transformative platform, having taken on new engineers while working on a range of exciting new programs. Perhaps most encouraging of what’s coming next for Sondr is its UK university tour which is set to kick off early next year, and will see the platform partner with local creatives to educate and inspire the next generation of talent. “This initiative will be a cornerstone of our mission”, says Xherimeja.
Looking further into the future, Xherimeja is eager to collaborate with a wider array of industry partners. “I want to collaborate with brands that are genuinely committed to solving the real issues within the creative industry and have no preference on whom that is as long as it’s genuine,” she says. “Authenticity” and a “forward-thinking” approach are the most valuable facets for building what she hopes to be the go-to platform for creatives to connect, find work, and unlock new opportunities. Some would say this is a hefty task, but Xherimeja is up to it. She affirms, “we’re just getting started”.
Photography courtesy of Sondr.
