Toronto may keep working, and Lagos may never sleep, but one digital creator has managed to bridge continents and cultures, building a media presence that commands the attention of global brands and audiences alike.
Elsie, known online as ElsieNotElise, has grown from a single-voice content creator into a fully-fledged media brand that top labels and platforms seek out for collaboration.
Starting with little more than a phone, an opinion, and a drive to say something meaningful, Elsie focused on authenticity rather than virality.
“I wasn’t trying to be famous,” she said in past interviews. “I just wanted to make things that felt like us. Our slang, our sound, our rhythm, our people. I wanted to reflect it, not explain it.” This focus resonated quickly, cutting through the noise of generic content to establish a voice that felt intentional, relatable, and culturally relevant.
Recognising the potential of her growing influence, Elsie expanded beyond commentary, launching original series and building a team to operate the platform as a media entity. Brands soon noticed the difference. Unlike typical influencer partnerships, campaigns with Elsie became integrated storytelling opportunities.
“She curates, she doesn’t just post,” said a representative from one of her early campaigns. “Working with her means you’re part of a story, not an ad.”
Her collaborations now span global heavyweights, including Spotify, Interscope Records, Sony Music, Amazon Music, and Universal Music Group. These partnerships reflect the industry’s recognition of her ability to decode cultural trends and connect authentically with Gen Z audiences.
Elsie’s international prominence was cemented in 2024 when she became the host and music curator for Off the Record, a culture and music show on REVOLT, the network co-founded by Sean “Diddy” Combs. The show positioned her not merely as a commentator but as a media channel in her own right, reaching audiences across continents while maintaining her distinct Nigerian, Black, precise, and unfiltered voice.
What distinguishes Elsie further is her ownership of the full copyright and intellectual property for ElsieNotElise. This control ensures that every collaboration operates with creative and legal clarity, allowing her brand to scale sustainably.
“You can’t be a brand ambassador without being your own brand first,” she has remarked.
From a creator with a phone and an opinion to a multi-platform media brand, ElsieNotElise exemplifies how authenticity, strategic growth, and ownership can transform a personal voice into a trusted cultural channel with global reach.
