GUAP is a digital media company co-founded in 2015 by University of Kent graduates and long-time friends Jide Adetunji and Ibrahim Kamara. The London-based company operates a digital video magazine dedicated to discovering and nurturing emerging creators in music, fashion, the arts, and business. Since its inception, GUAP has expanded its headcount from two employees in 2019 to 28 today. Its focus on nurturing young and growing talent has led the digital magazine to collaborate with high-profile brands such as Nike, TikTok, Coca Cola, and Adidas.