Discover the Story of Genesis, an Event Entrepreneur from the South Shore

Genésiste: “Seek to Bring Smiles” Rather Than Chase Money

Event entrepreneurship can become a way to combat loneliness and create connections between people. For Genésiste, an entrepreneur of Cameroonian origin who has been living in Canada for nearly five years, organizing events is not only about bringing people together, but also about responding to a social need.

His journey in the events industry began in Cameroon and continued in Canada, where he gradually developed his activities. On August 8, 2026, he organized a concert featuring the historic Cameroonian group X Maleya, which brought together nearly 500 people.

“I consider myself an entrepreneur. So, within entrepreneurship, I am moving toward the events industry as well,” he explains.

From 100 to 500 Participants: Progress Built Step by Step

After arriving in Canada to pursue his studies, Genésiste first took time to adapt to his new environment before entering the events industry. After completing his studies, he began working while maintaining his passion for events, an activity he had already been involved in back in Cameroon.

He then began organizing parties that gradually grew in size, moving from around 100 participants to 200, and then to 500. He says this progress is part of a continuous development process.

“I am a process,” he says, describing his ambition to bring together 1,000 or even 2,000 people at future events.

Beyond Entertainment, Addressing Loneliness

For Genésiste, the success of an event is not measured only by the number of tickets sold. It also depends on its ability to create opportunities for people to meet in a context where some individuals experience isolation.

He believes that many newcomers and members of the Afro-descendant community do not always have sufficiently developed social networks. Events can therefore provide a space to meet others, build connections and regain a sense of belonging.

“If I have a lot of friends, I can also make sure that other people who don’t have as many friends as I do can meet new people,” he explains.

This vision is reflected in the diversity of the audience he seeks to bring together. At the August 8 concert, participants of different African backgrounds, as well as Quebecers, attended the event.

According to him, this openness is based on an approach centered on welcoming and showing consideration for every participant.

“We consider every guest to be the main guest,” he emphasizes.

Funding, a Major Challenge

Despite the enthusiasm generated by his events, the entrepreneur acknowledges that organizing them comes with significant constraints. The main difficulty remains funding, since his activities are financed through his own resources.

Expenses related to venues, artists and logistics must be paid before the events take place. This reality sometimes limits the choice of venues and the possibility of welcoming a larger audience.

“If an event is supposed to cost us $50,000, that’s $50,000 from our own funds,” he explains.

Another challenge is communication. Genésiste says his events still rely largely on community-based promotion, while access to greater promotional resources would allow him to reach a wider audience.

He hopes to secure advertisers and sponsors so that he can organize larger-scale events.

An Ambition That Goes Beyond Community Boundaries

The entrepreneur makes no secret of his ambitions. If he had sufficient resources, he believes his team could bring together a much larger audience.

“Today, I know that if I have all the means necessary, I can bring up to one million people together in one place,” he says.

This statement illustrates a vision that, in his view, is not limited to one community or origin. His goal is to create events capable of bringing people together on a broad scale, while maintaining an identity built around sharing and connection.

An Integration Guided by a Clear Vision

When asked about his integration into Canada, Genésiste explains that he already had a clear idea of what he wanted to accomplish before arriving. He says he wanted to respect the laws, pursue his professional career and contribute positively to society.

“The goal is to make a positive impact,” he says.

For him, the events industry represents a concrete way to achieve that ambition. The gatherings he creates can also benefit exhibitors, who have the opportunity to showcase their products or services and develop their businesses.

Two Annual Events Within Five Years

Within five years, Genésiste hopes to establish two annual events that would become key gatherings: one in the summer and one in the winter.

He says he has noticed a lack of activities for the Afro-descendant community during the winter season. His ambition is therefore to help fill that gap by offering regular events throughout the year.

“I want to be the first person to create this kind of activity in the summer and winter,” he declares.

“Learn the Ropes”: Advice for Young Entrepreneurs

To young Afro-descendant entrepreneurs who want to enter the events industry, Genésiste recommends patience and gradual learning. He encourages them not to seek profitability immediately, but to focus on the satisfaction of their audience.

“Don’t be in a hurry,” he advises.

According to him, the priority should be to create a positive experience for every participant, rather than viewing an event solely as an opportunity to make money.

“Seek to bring smiles to those people,” he insists.

For Genésiste, this approach is the foundation of a lasting relationship with the audience. A satisfied guest may return, recommend the event to others and thereby contribute to its growth.

His journey reflects a desire to gradually build an entrepreneurial activity while responding to a social need. Between ambition, financial constraints and the search for new opportunities, he intends to continue developing in the events industry and make his future gatherings meeting places for an ever-growing audience.