Episode #119 with Micallar Walker

The Swinging Palm Trees Podcast

"I can speak from a marketing perspective, and one of the things that's really helpful for us is that the author wants to be front and centre of the campaign. It's really helpful if the author is prepared to come out and meet the audience, whether it's through Q&A's or panels, doing little video snippets for social media. Those little things are really amazing and helpful. Also, I think it's important for authors to be really clear with their publishers, that it's important for them to reach a diverse audience because sometimes publishers rest on their laurels and will just do exactly the same thing."
On today's episode I have a conversation with Micallar Walker, founder at Dark Matter. Micallar talks about how she moved from a career in film marketing to starting a collaborative marketing agency, catering in particular for Black audiences. We chat about some of the campaigns that she has worked on, the importance of telling and sharing Black stories to wider audiences through the mediums of books and cinema. We also discuss issues of cultural identities, mental health and wellbeing, what, in her opinion, is a genre Black readers crave when it comes to reading, the importance of collaborations, the importance of literary work and why book publishing will continue to thrive.
Micallar also shares what her film passions are, and of course, the quotes that continually inspire her.
Micallar (Mi-kay-la) is a marketer, event producer and audience development consultant with expertise delivering impactful campaigns in the UK, Middle East and North Africa. Formerly Head of Marketing for Front Row Filmed Entertainment, and Head of Events for Picturehouse Cinemas prior to that, she brings over 20 years of marketing experience to inform strategies and shape authentic campaigns.

In 2020, Micallar founded inclusive marketing agency Dark Matter to connect culture with Black audiences. Highlights for Micallar and the agency include being nominated for a Screen International award for Diversity and Inclusion and presenting a case study of her work at Faber's Independent Alliance Conference.

In 2021 and 2022, Dark Matter contributed to three winning campaigns at the Book Marketing Society Awards and produced events for two books nominated in the Best Marketing Campaign category at the 2023 British Book Awards.
Micallar's consultancy work includes working with Fane Productions, as well as Picturehouse Cinemas where she provides ongoing support to reach and develop Black audiences.

Micallar divides her time between her hometown of London and Dubai, where she currently lives with her husband and two children.

Instagram: @darkmattermktg @micallarwalker
www.darkmatteragency.co.uk

Thanks for listening to the episode. I'd like to thank my guest for their time, insight and being a great sport!
I would also like to thank my producer, Ashanti Omkar, for all her hard work.
If you'd like to be a guest, drop me a line at [e-mail].
Keep Rising & Thriving. Aṣẹ!