Hype & Genius works across the creative industries to protect creativity and move the culture forward. We advise brands, institutions and funders, set new standards for how the sector operates, and lead on creative education. We also work directly with creatives, through programmes that have supported over 2,500 people across music, fashion, media and content.
Why we exist
Hype & Genius exists to make creativity something more people can reach. We open up access, set standards for fair and sustainable practice, and lead on the education that helps creatives build careers and communities take part. Too many people are still kept out by unpaid work, closed networks and uneven treatment, and our work is built to remove those barriers. Creative activity is also good for wellbeing, which is why we run Creative Health Sessions for people referred by health, school and youth services.
Our co-directors
Korinna is a strategic leader with over ten years across youth employment, education and creative enterprise. She has led partnerships with brands including Sony and Samsung, and previously served as a chief executive in the youth sector and chief operating officer of a tech startup, after running her own creative agency.
Khadijah is a strategic consultant, educator and programme designer with senior experience in creative learning, artist development and inclusive programme design. She currently works in the music team at Arts Council England. Separately, she brings fifteen years in the music industry as a recording artist, giving her a rare view from both sides of the sector.
Our advisory board
Linda Eniola AdeyemoAnthropologist, lecturer and social researcher
Dr Linda Eniola Adeyemo is a lecturer, researcher and interdisciplinary practitioner specialising in culture, identity, belonging and social change. With a background spanning psychosocial studies and anthropology, she brings extensive experience of conducting qualitative research, and translating evidence into meaningful public engagement and policy-oriented practice.
Her research speciality is the Afro-diaspora, identity, belonging and coloniality. She is particularly interested in how institutions and creative spaces can become more inclusive, equitable and responsive to the communities they serve.
Camille DrummondNon-executive director, BlackLine, and former SVP Finance Business and Technology, bp
Sisley HamerSenior talent pathways manager, Somerset House
Sisley is an experienced engagement professional with experience across local government, grass roots and the cultural sector. Her career has been dedicated to creating opportunities for underserved young people to access creative and cultural opportunities. She is a champion for the transformative power of creativity, in all its forms and for all purposes.
Sisley is currently the Senior Talent Pathways Manager for Somerset House Trust, overseeing the delivery of the Upgrade Yourself Programmes, strengthening pathways for young people into opportunities within the organisation and delivering the Trust's first community based (off-site) programme, challenging barriers in traditional venue-based cultural activity.
Kirsten PerkinsEditorial and marketing partnerships manager
Kirsten Perkins is a multi-hyphenate music industry professional and political organiser who specialises in connecting the dots between culture, partnerships and community.
With seven years' experience across the music industry, Kirsten currently works in Artist Services at Believe, leading streaming strategy and partnerships with major global platforms including Spotify, Apple Music, Amazon Music and YouTube. Previously, she held roles at Sony Music's The Orchard and Universal Music Group, building expertise across digital strategy, commercial partnerships and international artist campaigns.
Beyond music, Kirsten is actively involved in grassroots politics and community organising, having stood as a local council candidate in Harrow. Across both worlds, her work is driven by a belief in the power of relationships, culture and collaboration to create meaningful impact.
Isabel SachsCommunity and cultural programming strategist
Isabel Sachs is a D&AD and Lovie Award-winning entrepreneur, speaker and strategist, recognised as one of the top 21 most influential women by Startups Magazine and one of The Dots' 100 women transforming the creative industry.
With over 20 years of experience, she has worked with brands, creatives and organisations to drive organic engagement through strategic communications, community-building and events.
She has delivered keynotes and workshops for Apple, The New York Times, The British Museum, the Victoria and Albert Museum, KFC, Domestika and more, on topics including entrepreneurship, creative careers and networking.
Isabel is the founder of I LIKE NETWORKING, an award-winning platform.
Gary SacksFounder and CEO, City & Docklands Group
Gary completed a Bachelor of Commerce degree at the University of the Witwatersrand in South Africa, then emigrated to London to begin his career buying and developing property.
Having procured blocks from other developers, Gary began to develop under the name City & Docklands. This business rapidly expanded from the acquisition of the first piece of development land in London E16, to the successful completion of 21 developments and the delivery of more than 3,804 homes across London.
In 2000 Gary established LiFE Residential, which is one of London's leading residential lettings and management agencies which was recently sold to estate agency Dexters.
City & Docklands are currently focusing on the regeneration of West London with the delivery and management of 900+ new homes across two sites in North Acton and Scrubs Lane, located within the OPDC, the UK's largest regeneration area. One West Point in North Acton has delivered 701 new homes across four buildings and is the tallest residential development in West London.
North Kensington Gate lies at the gateway to the OPDC on Scrubs Lane, comprising 208 homes. City & Docklands is a fully integrated Build to Rent operator, selling part and retaining part of each development and operating under in-house management arm AWOL.
Gary is very active with various charitable institutions and has dedicated much of his time to his two chosen charities, Norwood and Grief Encounter.
Paul Anthony WilliamsFounder and CEO, Ittybit, software engineer, creator economy
Our values
We champion original, non-conformist thinking, and create environments where individuality and confidence are backed. It runs through everything we make.
We work to open creativity up to everyone, and to challenge the systems that keep people and businesses shut out of it.
We bring people together across backgrounds, so creatives can connect, collaborate and belong.
We lead by example and create the change we want to see, supporting everyone we work with to grow, adapt and move forward.
We are intentional. Everything we do is designed around meaningful outcomes and environments built for learning and new thinking.
About Hype & Genius
- Who runs Hype & Genius?
Hype & Genius is led by two co-directors. Korinna Williams is a strategic leader with over ten years across youth employment, education and creative enterprise, who has led partnerships with brands including Sony and Samsung and previously served as a chief executive in the youth sector and COO of a tech startup. Khadijah Noel, who records as Lylo Gold, is a strategic consultant, educator and programme designer who works in the music team at Arts Council England and brings fifteen years in the music industry as a recording artist. The co-directors are supported by an advisory board: Linda Eniola Adeyemo, Camille Drummond, Sisley Hamer, Kirsten Perkins, Isabel Sachs, Gary Sacks and Paul Anthony Williams.
- When was Hype & Genius founded?
Hype & Genius was founded in 2023.
- Has Hype & Genius won any awards?
Yes. Hype & Genius won the Partnership Working Award at the London Youth Awards 2023, jointly with the youth charity Shadow To Shine, for the Hype & Genius Creative Summer School — a six-week programme giving young people the chance to learn, upskill and build careers in the creative industry. Garden Studios and Fender were delivery partners on the programme.
- Is Hype & Genius a charity or a business?
Hype & Genius is a social enterprise. It operates through a limited company, which delivers the agency and consultancy work, and a community interest company (CIC), which delivers the free programmes. Income from commercial work supports the programmes that are free at the point of access.
- Why does Hype & Genius exist?
To make creativity something more people can reach. Around 75% of creative workers get their job through a friend or contact, 51% of UK creative output is generated in London alone, and only 5.4% of the creative workforce comes from a lower socio-economic background. Unpaid work, closed networks and uneven treatment keep people out. Hype & Genius opens up access, sets standards for fair and sustainable practice, and leads on the education that helps creatives build careers.