Social media creators Jamal ‘The Creative’ Morant and Chantelle ‘Chantelle Rose’ Morant, collectively known as ‘The Creatives,’ have cultivated a relationship built on connection and shared experiences that transcend the digital world.
Their paths first crossed in 2018 at the Atlanta premiere of Black Panther.
However, despite being in the same theater on that historic night, they did not meet.
Jamal reflected, “We were in the same room. She was with her whole family and her ex-fiancé at the time. I think I just went by myself.
I had never seen her, or maybe I saw her, but I never thought anything of it.”
The couple’s love story has since evolved, marked by their individual journeys of resilience.
Both endured separate engagement breakups around the same time, undertaking a three-year ‘healing journey’ before serendipitously connecting on a dating app in late 2022.
Chantelle admits her approach on the app was haphazard.
“Sometimes I would go on there, might swipe right on some people, but then not even go back to see if they responded.”
Once they connected, their relationship progressed quickly, with Jamal asking Chantelle to be his girlfriend on January 29, 2023—less than a month after their first encounter.
Their whirlwind romance saw them traveling across the globe to places like Disney World, Paris, Amsterdam, Portugal, and Belize within just six months.
As their romantic relationship blossomed, so did their professional collaboration in content creation.
Initially, they began filming videos during their travels, gradually shifting their focus to short-form content.
By late 2023, they had honed in on sketch comedy for various platforms, expressing their creative synergy through humor.
Chantelle highlighted the transition: “I felt so awkward at first because I came from film and television acting, which is so different than social media content.
TV and film acting is in the subtleties and small details, but for Instagram and YouTube, I had to over-exaggerate.”
Their breakout moment came with a viral skit dubbed the ‘hoodie video,’ where Chantelle playfully snatches Jamal’s hoodie while he wears it, racking up 35 million views in just one month.
“Once we saw that success, I was like, ‘You know what, Chan, I’m about to just double down on short form and Instagram, and I promise you, within a month, we can take off,’” Jamal recalled.
As they shifted gears in content creation, they faced significant financial challenges.
Before collaborating on content, Jamal managed individual monthly expenses of about $18,000, which included costs for videographers, actors, websites, and production.
“All of 2023 was a wreck,” he admitted.
“ I was panicking and freaking out, wondering, ‘Is this sustainable? Is this something that we can do?’”
Despite this uncertainty, the couple made a strategic commitment to building their brand together, especially in a digital landscape increasingly favoring short-form content.
Their efforts really took off when they signed with People Store, now Formation Agency, in March 2024.
Their manager, Ashley, not only guided them but also helped them better understand their worth in the industry.
Chantelle pointed out the contrast between their previous and current management.
“Our previous manager told us we couldn’t get more than $2,000 for a brand deal,” she said.
“With Ashley, we’re now getting $30,000 deals.”
By that summer, they had closed multiple deals, including one worth $35,000, and even negotiated four brand deals during a 12-hour flight to Japan.
“I think we made over $100,000 in like two months’ time,” Chantelle revealed.
Navigating the world of brand deals became an essential part of their operation.
Typically, their agreements entail creating a video for platforms like TikTok and Instagram, alongside additional story posts.
Compensation and payment terms are a regular part of negotiations.
“One video for us costs $20,000,” Jamal explained.
“Agencies will come and be like, ‘We’ll pay you $15,000,’ and then we’ll say, ‘We’ll do $25,000.’”
Although lucrative, Jamal remained aware that heavily relying on brand deals could be precarious.
“I knew that brand deals weren’t it,” he mentioned, expressing a desire for financial stability.
Their venture into long-form content proved to be tedious, especially due to the editing process.
However, a pivotal change occurred in December 2024 when Facebook updated its monetization model to allow short-form creators to earn income.
By consistently posting four to ten pieces of content daily—including reels, carousels, and previously created material—they created a reliable revenue stream from the platform.
Jamal noted, “Just doing that every single day started allotting us the money from the platforms to be able to actually be sustainable.
Now the brands are just a bonus.”
While they focused on Facebook, they also generated revenue on YouTube through Culture Genesis, a company dedicated to representing Black creators.
“They make sure that Black creators on YouTube are represented properly and receive the compensation they deserve,” Jamal stated.
He also acknowledged the disparities in pay between Black and white creators, emphasizing the need for equitable representation in the industry.
As discussions about a potential TikTok ban arose in early 2025, Jamal shared his mixed feelings.
While TikTok is not a primary source of income for them, its existence creates healthy competition among platforms.
“We need TikTok to stay, so you can force people like Facebook to pay their creators,” he explained.
Chantelle added that TikTok is crucial for visibility.
“I feel like TikTok is the best platform for getting your content out there and being seen.”
Their monthly income from platforms varies significantly.
“There’s been some months where we’ve made like $50,000.
There have been months where we made $7,000,” Jamal shared.
Looking ahead, the couple shared their commitment to expand beyond social media.
On April 1, 2025, they decided to dedicate their efforts exclusively to their joint brand.
“I was like, what if we just go all in on us?” Jamal reflected.
“Let’s just 1,000% do us. And since that day, everything has taken off.”
Their creation schedule includes filming four videos on weekdays and two on weekends, all while planning future trips that can double as content opportunities—such as their honeymoon to Africa.
The couple’s success prompted a recent move from their cramped two-bedroom apartment, which had become insufficient for their growing needs.
“We had nowhere to put stuff,” Chantelle recalled.
“We just completely outgrew the space.”
As they continue to thrive in content creation, Jamal envisions an everlasting pursuit in this field.
“I can do content until I die because I love it,” he expressed passionately.
Chantelle, while equally passionate, looks toward an evolving future.
“I don’t anticipate our future looking like how it does now.
I don’t anticipate still filming and putting out four videos a day when I have a newborn.”
Furthering their vision, Chantelle is currently working on a children’s book, and both aspire to host charity events, community panels, and even a podcast.
“I want to expand what we’ve done with the skits and short-form content and go beyond that into our community,” she said.
Jamal added with ambition, “I want every Black person in Atlanta to know who we are.
That’s my next goal, broadening and making the brand bigger.”
The impact of their content is palpable; they often find fans recognizing them in public even while abroad.
During a layover in Malaysia, an airport employee emotionally reenacted one of Chantelle’s skits.
“That was probably the moment that I was like, ‘Oh my gosh, people really watch us,’” Jamal recalled, visibly moved.
Some fans have even been brought to tears during meet-and-greets, inspiring them with stories of how their content has positively impacted their lives.
Chantelle noted, “It feels like what we started this for is impacting people.”
When discussing the authenticity of their content, she reaffirmed, “It is all true.
It’s just more dramatized.”
Jamal estimates that about 80 to 90 percent of their creations are rooted in their actual experiences.
“We created the brand because we don’t see enough depiction of Black, successful relationships in media and in a healthy way,” he commented.
Chantelle highlighted their audience, primarily composed of Black couples aged 25 to 40, as evidence of their community’s strength and engagement.
“Thank you for helping us create this community where we can laugh at the petty relationship stuff and grow together, learn together, love together,” she expressed with gratitude.
In closing, Jamal offered a heartfelt connection to their audience.
“We’re here with you.
Everything you’re going through with your man, we’re here.
We understand.
Life is not as crazy as it could seem.
You can laugh at it, cry about it, but at the end of the day, you’ve still got each other.”
image source from：https://theatlantavoice.com/atlanta-social-media-creators/
