Check Out Joy Martins’s Story

Today we’d like to introduce you to Joy Martins.

Hi Joy, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Growing up, I truly wanted to be a doctor. It wasnt until high school were I became fascinated by how music, art, and experiences could bridge different worlds. I started as a street team promoter for my local radio station, Power 106 which developed into working at BET as an experiential marketing intern, where I learned the fundamentals of creating authentic cultural moments that resonate with diverse audiences.

The turning point came when I realized I could use my position to amplify voices and create platforms for others. I founded Joy & Co in 2017, initially focusing on event production and marketing& branding. Working with major artists and brands taught me that behind every cultural moment is a story worth telling and a community worth serving.

But the real transformation happened when I started looking beyond entertainment to address systemic challenges. This led me to launch Detty, Africa’s comprehensive travel platform, because I saw how technology could break down barriers that prevented people from experiencing the beauty and diversity of African cultures. Then came Biko Foundation, our maternal healthcare initiative in Nigeria, which showed me how business can literally save lives. Every project I take on asks the same question: How can we use culture, technology, and authentic storytelling to create opportunities for communities that have been overlooked? That’s been my north star from day one, and it’s what continues to fuel everything I do.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Absolutely not – and honestly, being young while consistently being the youngest person in professional settings made the journey even more complex.
I was in my early twenties when I started working with major brands and high-profile clients, walking into meetings where I was often half the age of everyone else. You could see people’s faces when I walked in – there was this immediate assumption that I couldn’t possibly be the decision-maker or budget holder they were expecting to meet. But no matter what, I ensured that i carried myself well to ensure I was remembered for what I can do and not my age.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Best way to put it – I’m a serial entrepreneur building platforms that connect culture, community, and commerce across continents.
Through Joy & Co, we create experiential experiences and manage strategic partnerships that scale brands across diverse industries, including music, sports, film, and politics. We specialize in bridging markets and amplifying authentic cultural voices on global stages.
As COO of Biko, I’m leading a healthcare technology platform in Nigeria that connects financially vulnerable mothers to life-saving funding – we’re transforming how maternal healthcare is accessed and funded across West Africa.
And as CEO of Detty, I’m revolutionizing African tourism through our comprehensive travel platform serving the continent of Africa. We’re solving real challenges that travelers face – from financial barriers and connectivity issues to visa assistance and cultural navigation – making African destinations more accessible to global audiences.

What does success mean to you?
Success is about the number of lives you touch, the people you impact and inspire, and the doors you open for others. When young entrepreneurs see what I’m building and realize they can create their own paths between industries and continents, that’s success.
Success by sustainable growth that lifts communities, not just individuals. Every venture I build asks: “How does this create opportunities for others?” Whether it’s employing local teams internationally, partnering with hospitals to improve healthcare infrastructure, or helping brands authentically engage with International markets, success means the rising tide lifts all boats.
Success is maintaining authenticity while scaling impact. It’s being able to walk into boardrooms in New York and community health centers in Lagos with equal credibility. It’s building businesses that honor traditional values while embracing modern innovation.

Contact Info:

• Website: https://joyandco.co
• Instagram: jooytotheworld

Image Credits
Headshot – James Love

Panel Shot – YOG Media LLC