Our Story
From Overlooked to Unstoppable
Underrated Individuals was born from a moment of profound realisation. In 2011, our founder, Jerome Arab, sat in the reception area of Studio 25 in Manchester – homeless, unrecognised, and undervalued. Despite holding National Colours for his contributions to the arts by age 16, having produced over 50 theatre productions, written and recorded more than 50 songs, and holding a diploma in TV and film as well as being a National pre-bronze Latin and ballroom champion, Jerome found himself overlooked – working simply as a maintenance man.
In this moment of contrast between his vast creative accomplishments and his invisible status, Jerome turned to his friend Tom Malone (of Gogglebox UK fame and BBoy Champion) with a question that would change everything: "Brother, if I started a crew and called it Underrated Individuals, would you back it?"
Tom's simple response—"Yeah, bro"—set this journey in motion.
The Evolution of a Vision
Since that pivotal moment, Jerome has worked tirelessly to bring his vision to life – creating a platform that empowers overlooked talent and transforms creative potential into sustainable success:
2013: Registered U.I. Records in the Netherlands with friends and producers Kingsfeld Group, releasing 15 tracks before closing due to challenges navigating the evolving digital self-publishing landscape.
2014: Established a clothing brand in Zimbabwe, selling over 2,000 pieces before facing setbacks due to mismanagement while Jerome participated in Big Brother Africa.
2017: Founded Underrated Individuals Africa in Zambia, focusing on live events, including the successful "Unscripted Sundays" – a spontaneous weekly gathering of musicians, comedians, and creatives that attracted over 1,000 people across a 5-month period. The company also curated events for organisations like Latitude 15 and Multichoice Zambia.
Present Day: Now based in the UK but now serving the world, Underrated Individuals Group has evolved into a comprehensive creative empowerment platform. Through podcasts, community building, educational resources, and flagship creative projects, it helps share a different narrative with the world.
What began as a moment of frustration has transformed into a global movement dedicated to elevating overlooked voices and untapped potential.
Our Mission
Underrated Individuals exists to empower underutilised talent to unlock their full potential through:
Structured business guidance tailored specifically for creatives/entrepreneurs
Tools that bridge artistic vision with business execution
Community collaboration that fosters growth and opportunity
Educational resources that transform creative passion into sustainable careers
Storytelling platforms that amplify authentic voices
We are committed to fostering a positive impact on mental health and well-being while helping traditionally overlooked individuals build thriving, sustainable creative businesses.
Our Vision
We envision a world where creative talent flourishes regardless of background, where artistic expression and business success coexist harmoniously, and where traditionally overlooked voices shape our global narrative.
We're redefining possibilities by building a future where creative stories thrive, guided by technology, authenticity, and the power of community.
Our Team
An international charting artist, award-winning producer, actor, and creative director with 3 decades of experience in theatre, TV, music, and film. Jerome's journey from homeless creative to visionary entrepreneur informs his passionate approach to connecting overlooked talent with meaningful opportunities.
With a strong background in business development and life coaching, Jerome integrates creative strategy with solution-driven coaching to help individuals unlock their full potential. His mission is to empower underutilised talent and build sustainable creative enterprises that impact culture and communities worldwide.
"We're not just building businesses – we're nurturing sustainable creative careers that make a lasting impact."
Jerome Arab, Founder
Jerome Arab (CEO & Founder)
Tech & AI Lead
A versatile Data Scientist with expertise spanning Data Analysis, Machine Learning, and Digital Application Development. With a strong foundation in Python, SQL, and data visualization, David leads the development of AI-driven solutions that enhance creative workflows and strategic decision-making.
His interdisciplinary approach, which combines Data Engineering, Product Management, and UI/UX, enables him to craft holistic solutions that drive innovation at Underrated Individuals. David is committed to leveraging technology for transformative creative growth.
David Kimani (CTO)
Environmental & Sustainability Lead
A Lecturer at King's College London and Founder of the King's Environmental Security Research Group, Dr Jalili specialises in delivering environmental security and sustainability education for military officers at the UK Defence Academy.
His work focuses on driving environmental awareness and behavioural change within the security sector. As a Senior Academic Advisor for the UK MOD's Strategic Command, Duraid advises on strategic foresight and operational concepts, bringing unique insights into how creative industries can address environmental challenges effectively.
DR Duraid Jalili (Advisor)
Our Impact
From hosting podcasts that amplify bold voices to developing the Artist Business Canvas framework that has helped hundreds of creatives build sustainable businesses, Underrated Individuals continues to transform lives by:
Building a community of over 130 creatives in our Alkebulan Tribe
Developing flagship projects like Copper Bullet and Rise of the Ancients that reshape African narratives
Creating educational resources that bridge the gap between artistic vision and business success
Forming strategic partnerships that expand opportunities for underutilised talent
We measure our success not just by our own growth, but by the transformed lives and sustainable creative careers we help build.