AMA: THE (IN)VISIBLE TALENT - PR & Personal Branding for Below-the-Line Talent

In this AMA, PR agent Zetha Asafu-Adjaye, together with the participants, examines how visibility in the industry actually works — particularly for writers, directors and other below-the-line talents, who often define themselves primarily through their creative work rather than through their public positioning. The focus will be on questions such as: what role do personal narratives, industry perception and strategic visibility play? And how can a creative position themselves as a clearly recognisable voice without moving closer to the traditional notion of the influencer or celebrity?
As the founder of the Berlin-based talent agency ZTA Management, Zetha Asafu-Adjaye has been working in public relations for more than ten years and, for the past six years, in holistic talent management at the intersection of PR, positioning and agency work. In 2023, she was recognised by Screen Daily as a “Future Leader in Talent Management”. Most recently, she was invited as a speaker and jury member at the Creative Awards of the Directors Guild of South Africa. She also gives workshops and talks on visibility, negotiation and structural biases in the
film industry.