China L’One, Founder of We Run The World Agency, has given new meaning to being a female Disc Jockey in a male-dominated space. She has inspired many women to think outside the proverbial box and understand that we must all dream in color and not just in black and white. The Bible says our gifts make room for us (Proverbs 18:16) and as you read China’s story, you will see this increasingly evident.
Her creativity to see beyond a mere possibility, her uncanny ability to think unconventionally and not allow her beginnings nor her circumstances to deter her, have led to her receiving recognition and numerous awards One such occasion is the request for her presence at The British Prime Minister’s home in London.
Her life took on a different trajectory when she fled her home in Sierra Leone to join her mother in England. Not long after, at age 13, she would have to assume a role that taught her many life skills and has made possible the woman she is today; one who has achieved worldwide recognition as the Founder of We Run the World Agency—an all-female DJ agency that gives women a chance to be accepted for their sheer skills and not because of where they are from or their physical features.
Read China’s story and be inspired.
TBWM: Paint a picture for us. Tell us what life was like growing up in Sierra Leone. then tell us about leaving at age 13 to go to the United Kingdom. and what led you to relocate.
China: Growing up in Sierra Leone was really fun. It was just like being in Jamaica, and I say that because I know your magazine started in Jamaica. I spent a lot of time outdoors with my friends and family members, playing the games that little girls played. It was carefree and I enjoyed it. I went to St. Joseph Primary School, which was a Catholic school, and I was in the Brownies. My mom was a nurse and a midwife in Syria. She travelled a lot, so I spent a lot of time with relatives. She received a scholarship to study in Thailand, and from there, she went to the United Kingdom. At that time, I was living with my stepdad’s family. Sierra Leone started having civil unrest, and I relocated as a refugee to the UK.
The idea of going to the UK was an exciting one. As children, we viewed it as such. Unfortunately, the move was a far cry from my jubilant expectations. It was the opposite of what I imagined and knew. I cried for days. Not long after I got there and my mother had my younger brother, she was diagnosed with post-partum depression that got progressively worse and was later diagnosed as schizophrenia. That period was extremely challenging as there were days when I would get a beating from her and end up in the hospital. This was, of course, due to her mental illness.
A couple of years after her diagnosis, thinking she was better, she discontinued her medication. She was okay for a while but then had a relapse, and now she is on them for life. It has been over 25 years, and during that period, she has also been diagnosed twice with two different types of cancer. I have been her caregiver since then. For both her and my brother.
TBWM: So, one could say you didn’t have much of a childhood when you got to the UK?
China: Yes, I can definitively say that. I did have a stepdad, but we were not close. I felt alone most of the time, and I did not know his family. It wasn’t like in Sierra Leone where a family member was near to lend support; in London, you are alone. Luckily for me, as a child growing up with my mom, she instilled God in me, so God was who I had. I share with individuals that I do not know if I would be alive today if I did not have God. I also believe I had a sound foundation before age 13, which helped me weather the storm.
I believe the years leading up to becoming a teenager are pivotal phases in our development. What we learn or how we learn to cope during this time usually sets the foundation for a solid or dysfunctional journey as we grow. And I had that solid foundation growing up in Sierra Leone, even though my mom traveled often. I found myself living with different relatives, and this has helped me today in how I run my own agency as I learned how to deal with different personalities and different people. And get along with anyone.
TBWM: You are in a position now to look back and assess that period in your life. You mentioned the solid foundation that you now appreciate. Looking back, how did it all make you feel? The absence of your mom, the illness, becoming responsible at such a young age, etc. Did you have time to think about your feelings, was there a self-identity issue that you had to deal with as an adult?
China: I think I struggled even though I did not realise it at the time. And relocating to London was just as bad, simply because I was completely on my own. I was looking forward to joining my mom, but the reality was having to deal with an unexpected mental health situation that sometimes resulted in beatings that would land me in the hospital until I realised it was not her, but the illness. So yes, it was a lot to deal with, but now I say I am a blessed woman. I don’t have a child, not because I do not want one, but because of what I went through. A lot of the choices I make are because of my experiences, probably also a bit of fear, but I refuse to settle for or accept just anything. My experiences have allowed me to make better choices. I want to have a healthy life without compromise. I also believe my relationship with God has allowed me to heal the hurt of the past, and I am big on personal development so, I work on myself. I want to eliminate any possibility of dysfunction because of my past experiences. If we do not take the time to know and understand the how or why of what we have been through, we will stay stuck and perhaps make harmful decisions.
I have been in horrible relationships, but through investing time in myself, to heal myself, I am now in a position to pick, choose and refuse the things that are good for me, as the case may be.
TBWM: So how did this whole matter of becoming a Deejay come about? What was the inspiration?
China: I’ve always wanted to be an actress growing up, I loved dancing and singing and so becoming a Deejay was never something I thought about—who does anyway? The thought was always towards a career that people could see the money *laughter*. I remember my friend calling me up and sharing her plans for her birthday and that she wanted a deejay, and I jokingly said, “I will”. Anyway, she had the birthday party, but I realised she looked unhappy and asked her what was wrong. She replied, “nobody’s dancing”. I immediately went to the booth and said to the guy there, “I know big tune, show me what to do”. He showed me, and I took over, and everyone literally started dancing, I could not believe it, and the rest is history, as they say.
I realized how immersed I got into the vibe that night, and with everyone complimenting me afterward, subconsciously, I knew I was on to something. When I got home, I said to my mom, I am going to be a DJ. That was in the year 2000. The next day I found myself at a shop in London that sold second-hand equipment and all that I needed to get me going. Next, I went to my local youth center and proposed to them to have a night where I would play music, and people could dance. They agreed, and that is how I got started with the ‘Chill Out Spot’. Every Friday, I would play, and all these people would come in and dance. And from there, I started volunteering in other Youth centers, and I even had my own night at the Baptist church I attended.
This discovery was heaven-sent for me at a time when I believe God knew I needed a distraction from what was happening in my home and my life. And because I stammered so badly, I finally found something where I did not have to speak. All I needed to do was play music. It was an OMG! moment for me. After that, I started my first enterprise called ‘Raw Talent’, and I discovered my purpose in life—to help people. So, my goal was to help those under 18, who had talent but lacked confidence. I organised a talent night and got funded by The Prince’s Trust. I had volunteers and paid workers to help with organising the young people and the event itself. We organised a variety show with singing, acting, and dancing, and the Press came out. That day I knew I had to work on my stuttering because the Press attempted to interview me and I could barely get my name out. That is a day I will never forget. I received an award from the Prince’s Trust and another from the Royal Society of Arts for that undertaking. The Royal Society of Arts asked how they could help to further what I was doing, and I told them I needed help with public speaking. They introduced me to Toastmasters, and here I am today, free from my stammering episodes.
TBWM: Clearly, that was God at work right there.
China: That’s what I’m saying. When you are close to God, everything works out. I am a girl who was lost and then suddenly introduced to a whole new world that I would not have contemplated. Then having it take me to places that I never dreamed of—an African refugee girl, getting an opportunity to shine in her giftings, in London, and having all these amazing things happening for her. So, I followed this opportunity for a couple of years then decided I wanted to go to University to study Music Technology and Media and realise another dream of being a Television Presenter.
But you know we have our hopes and dreams for ourselves, and then God has what He has for us. While at the university I discovered I was dyslexic. It became a struggle for me, but I got the support I needed and had friends who were there for me, and I graduated with my BA in Media Arts and Music Technology.
After University I began to think seriously about what I wanted to do. I wanted to be a presenter on television, and my heart was set on that, but I realised the challenge I would have because of my stuttering, even though it had gotten better. While trying to think through the possibility, I started looking online for deejay agencies I could work at. None connected with who I was as a person, and then I had the grand idea to start my own agency. I woke up one morning with the thought, “an all-female DJ agency” with the sole aim of raising awareness of female deejays. I remember calling my girlfriend Tamara and sharing the idea. She said, “it’s up your stream—go for it”.
As I recall that conversation, I remember the importance of having the right people around you; because I shared the same idea with a male friend who was a huge radio success as a radio Deejay, and his response was the total opposite. He said that I needed to have an influential presence to have a Deejay agency. I guess I was too ambitious for him, we no longer share space *laughter*. Our level of thinking was on two extremes.
I will always be grateful for my girlfriend who told me to go for it. It has been nine (9) incredible years where I have been on numerous big platforms such as Disney, 14 Downing Street, and Formula 1. Our brand also works with high-end cosmetics brands such as Kylie Jenner, Loreal, Fenty Beauty, and more. I have been in Forbes magazine and many others that I could never imagine. It remains important to have the right people around you saying the right stuff and giving you the right energy.
When I started, it was not easy, it was 2011, and there was a downturn in the financial economy that everyone had to cope with. I started the agency with zero debt because all I learned as I focused on my personal development journey kicked in. One book I read some time ago taught me the power of investing 10% of my income, which gave me the financial capacity to start an agency. All of the life skills I learned growing up helped me to put the structure in place that facilitated my success. Within 6 months of launching, I had business coming in via a no-bells-and-whistles website that I managed to construct. Imagine that, non-referral.
TBWM: So, you started a movement that changed the Deejaying Landscape. A male-dominated industry that needed changing, and you capitalised on that?
China: I saw the opportunity and made good use of it. My research pointed mostly to male deejays, and when you saw a female, they either looked a certain way or had a following via radio established. So that immediately eliminated or narrowed down the possibility of being chosen to play at particular events. That was the opportunity for me. Rather than being deterred, it fueled my fire for establishing my presence and transforming the existing landscape. My focus, as I mentioned, would be on raw talent, rather than who you are, where you are from, or how you looked. I just wanted a Deejay to be a Deejay. So, I am happy that I revolutionised and increased the opportunities for ‘ordinary’ women to showcase their talent. I have also opened a space for women to visualise this as a career path and see possibilities in non-traditional or creativity-driven career paths. If you have the gift, then the drive, anything is possible.
The dark side of this is that with me opening these opportunities to other women to get booked, the mainstream DJ’S are a bit peeved, but I revel confidently and humbly in all that I have accomplished. When I get chosen by a renowned corporation such as Disney, it screams success at all the effort I’ve put in and helps me celebrate myself, my intuition, and my focus.
TBWM: Your agency brings women together. How has that been for you and how has it fit into the notion of women’s inability to work with each other?
China: I believe as women, it is in us to compete, but as the head, I try to make every woman operate in a collective space of equality. It means they do not just see me as the founder —even though I am, but as one of them. I try to promote inclusivity, and I want them to see us all coexisting as a family, so we will go out together and have conversations.
