I was fortunate to speak with a truly unique and inspiring entrepreneur for a recent episode of the Let’s Talk Business podcast.
Jakiel Mariner is the definition of entrepreneurship and proof that there are many different paths to business ownership, and many different business models.
An extremely humble man, Jakiel is nonetheless a quietly determined personality who is driven to ‘show up’ for others and make a difference both in his own community and in under-served Indigenous communities.
He has turned his extraordinary energy and passion into 92WRLD (see @92wrld_ on Instagram) – a business and charity hub, home to music, food offerings and work with Indigenous communities.
A fascinating journey
As Jakiel told me in the podcast, he grew up in Mt Druitt with a strong and devoted mum, a largely absent father, and a family of both blood siblings and ‘brothers’ from his extended Polynesian community.
As a teenager he was a promising rugby league player, achieving selection in the NSW Under-16s side in 2010.
In 2012 he and his blood brothers gained fame on Season 4 of the X Factor, performing as the singing group Fourtunate.
In 2014 – looking for financial stability to help support his family – he signed with the Sydney Roosters and played Under-20s for NSW in the State of Origin.
However, due to circumstances not aligning with his values and direction, Jakiel chose to forego his promising football career to pursue music and married life with his equally dedicated wife, Danii.
His current band, Planet Vegeta, and the creative, business and personal journey he has been on ever since, grew out of this decision to follow his passion and his principles.
The evolution of 92WRLD
Jakiel told me that 92WRLD was initially a brotherhood of young men from broken homes who needed a ‘home away from home’.
After moving out of the family home as a teenager, Jakiel’s house – where he was living with his blood brothers – became a haven, providing love and a safe space to talk for emotionally vulnerable and at-risk young men from their community.
He said his mother had provided just such a safe space for him and his siblings, growing up, so they recreated it for their friends.
These days, many of those original young men are still involved in 92WRLD, helping to drive its musical, business and charitable successes.
The enterprise has multiple arms: 92MUSIC – recording, producing and distributing music by Planet Vegeta, plus other artists; 92GRAMS – a food truck business that operates at concerts, festivals and other community events; 92ACTIVE and 92GAMING – the two newest arms of the business that are currently in development.
92COMMUNITIES, their charitable arm, is particularly committed to working with communities who face the same terrible youth mental health and youth suicide challenges that Jakiel and his friends were confronted with, growing up.
They have made a number of trips to Numbulwar in the NT’s East Arnhem Land, delivering music, dance, health and fitness, and personal development programs to the community’s children.
Building a community and a brand
I was so impressed with Jakiel’s dedication to growth – both personal and business – while remaining true to the collaborative’s mission to give back.
I’ve talked to many experts over the years about what makes a brand successful, and a big factor is authenticity.
Jakiel and the 92WRLD team have so much heart and soul, and are so committed to their values, that it shines through in all their actions.
In building a community around Planet Vegeta and, more recently, the other 92WRLD enterprises, Jakiel has built a powerful brand.
What makes a great leader?
Jakiel’s ability to lead and motivate people around him is second to none. In person, he is acutely humble, but also dynamic and exuding so much energy.
He believes in leading by example and only asking things of his team that he has already done or is willing to do.
He’s currently developing a pair of young artists – his younger brother and sister – and is teaching them the music business from the ground up.
He says that involves pushing them to step outside their comfort zones, while at the same time assuring them he is always there in support.
Key, though, is teaching them how to commit to something, and to work for it.
“The work is the work, regardless of what field you are in,” he said.
“You have to work, you have to find a way, figure it out. Teaching them that ability is more valuable than anything.
“My wife and I always say, ‘we’re building leaders – we’re not trying to build soldiers’.
“Teach and release.”
As far as leadership strategies go, I can’t think of a better one.
Tune in to the podcast
I found my interview with Jakiel one of my most enjoyable podcast experiences yet.
He and his team have taken some tragic early life experiences and turned them into a gift of knowledge that they are sharing with others.
At the same time, it takes money to be charitable, so Jakiel is using his God-given talents – including his ability to ‘hustle’ – to make his endeavours pay.
I highly recommend listening to this episode of the Let’s Talk Business podcast and following the work of the 92WRLD community.
