Social media creators Jamal “The Creative” Morant and Chantelle “Chantelle Rose” Morant, known across platforms as “The Creatives,” describe their relationship as years in the making, with their paths crossing long before they officially met.
The couple, who now produce sketch comedy content together, later discovered they were in the same theater for the Black Panther premiere in Atlanta in 2018, though they didn’t meet that day.
“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,” Jamal said. “I had never seen her, or maybe I saw her, but I never thought anything of it.”
Their story continued with shared life experiences. Both ended engagements around the same time and spent three years on what they call a “healing journey” before connecting on a dating app in late 2022.
“I was very sporadic on that dating app,” Chantelle said. “It was kind of just on a whim. Sometimes I would go on there, might swipe right on some people, but then not even go back to see if they responded.”
The relationship progressed quickly. Jamal asked Chantelle to be his girlfriend on Jan. 29, 2023, less than a month after their first date. They began traveling extensively, visiting Disney World, Paris, Amsterdam, Portugal, and Belize within their first six months together.
Their content creation journey began gradually, initially filming videos during their travels. By late 2023, they pivoted toward short-form content, focusing on sketch comedy for Instagram and other platforms.
“I felt so awkward at first because I came from film and television acting, which is so different than social media content,” Chantelle said. “TV and film acting is in the subtleties and small details, but for Instagram and YouTube, I had to over exaggerate.”
Their breakthrough came with what they now call their signature “hoodie” video, a comedic skit in which Chantelle takes Jamal’s hoodie while he’s wearing it and runs away. The video garnered 35 million views in a month, setting a new creative direction.
“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.
Financial Transition
Before they focused on joint content, Jamal carried about $18,000 in monthly business expenses as “Jamal The Creative,” which included costs for videographers, actors, websites, and production.
“All of 2023 was a wreck,” he said. “I was panicking and freaking out, wondering, ‘Is this sustainable? Is this something that we can do?’”
Despite the uncertainty, the couple committed to building a brand together, particularly as the industry leaned toward short-form content as a gateway to longer formats.
Breaking Through With Brand Deals
Their career took a major step forward after signing with People Store—now Formation Agency—in March 2024. Their manager, Ashley, helped them better understand their value.
“Our previous manager told us we couldn’t get more than $2,000 for a brand deal,” Chantelle said. “We got a Black woman as our manager, and she’s getting us $30,000.”
That summer, they closed multiple deals, including one worth $35,000. During a 12-hour flight to Japan, they negotiated four brand deals.
“I think we made over $100,000 in like two months’ time,” Chantelle said.
Photo by Kerri Phox/The Atlanta Voice
The Business of Brand Deals
Their brand deals typically include deliverables such as one video for TikTok and Instagram, plus several story posts. Agencies often propose compensation that must be negotiated.
“One video for us costs $20,000,” Jamal said. “They’ll come and be like, ‘Well, we’ll pay you $15,000,’ and then we’ll be like, ‘We’ll do $25,000.’”
They also navigate payment terms that follow net-30, net-60 or net-90 schedules, meaning income may not arrive until months after the work is completed.
Although brand deals brought in significant revenue, Jamal knew they couldn’t rely on them alone.
“I knew that brand deals weren’t it,” he said. “I don’t want to depend on them to be our financial support.”
They explored long-form content but found the process—especially editing—to be tedious. In December 2024, Facebook updated its monetization model to support short-form creators, offering a new path forward.
By posting four to 10 pieces of content per day—including reels, carousels and older content—they created a stream of reliable platform revenue.
“Just doing that every single day started allotting us the money from the platforms to be able to actually be sustainable,” Jamal said. “Now the brands are just a bonus.”
Platform Diversity and Representation
Beyond Facebook, they also earn revenue on YouTube, where they work with Culture Genesis, a company representing Black creators such as Kai Cenat and Steve Harvey.
“They make sure that Black creators on YouTube are represented properly and get the money they deserve,” Jamal said, citing compensation disparities between Black and white creators.
On the potential TikTok ban in early 2025, Jamal expressed mixed feelings. While not a primary income source, TikTok’s competition helps keep other platforms accountable.
“We need TikTok to stay so you can force people like Facebook to pay their creators,” he said. “You need them for YouTube to stay on top of their game and make it more organic.”
Chantelle added that TikTok is essential for exposure: “I feel like TikTok is the best platform for getting your content out there and being seen.”
Their monthly platform revenue varies widely. “There’s been some months where we’ve made like $50,000. There’ve been months where we made $7,000,” Jamal said.
Growing Beyond Social Media
On April 1, 2025, the couple committed to creating content exclusively under their joint brand.
“I was like, what if we just go all in on us?” Jamal said. “Let’s just 1,000% do us. And since that day, everything has taken off.”
They now film four videos on weekdays and two on weekends. Upcoming trips, including a honeymoon to Africa, will double as content opportunities.
The couple recently moved from a cramped two-bedroom apartment where one room was filled with merchandise.
“We had nowhere to put stuff,” Chantelle said. “We just completely outgrew the space.”
Looking ahead, Jamal sees content creation as a lifelong pursuit: “I can do content until I die because I love it.”
Chantelle, while passionate, envisions evolution: “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.”
They are working to expand their brand beyond social media. Chantelle is writing a children’s book, and both hope to host charity events, community panels and a podcast.
“I want to expand what we’ve done with the skits and short-form content and go beyond that into our community,” Chantelle said.
Jamal added: “I want every Black person in Atlanta to know who we are. That’s my next goal, broadening and making the brand bigger.”
The couple is often recognized in public, even internationally. During a layover in Malaysia, an airport employee reenacted one of Chantelle’s skits.
“That was probably the moment that I was like, ‘Oh my gosh, people really watch us,’” Jamal said.
Some fans have been brought to tears during meet-and-greets. One woman said their content inspired her to start dating her husband again after 20 years.
“It feels like what we started this for is impacting people,” Jamal said.
When asked how much of their content reflects their actual relationship, Chantelle said, “It is all true. It’s just more dramatized.”
Jamal estimated that 80 to 90 percent of their content is based in reality.
“We created the brand because we don’t see enough depiction of Black, successful relationships in media and in a healthy way,” he said.
Chantelle cited that their audience is primarily Black couples ages 25 to 40, and they’ve cultivated a strong community.
“Thank you for helping us create this community where we can laugh at the petty relationship stuff and grow together, learn together, love together,” Chantelle said.
Jamal added, “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.”