In October 2025, Milton Tutu announced that he would be stepping down from his role as Chief Marketing Officer at Selar. He shared the news in a public note titled “Leaving Selar, Not the Mission: 4 Years, 2.2M Users, and $26M Paid to Creators in Africa.”
Tutu described the move as closing a chapter rather than ending a mission, signalling his continued commitment to Africa’s creator economy.
Selar’s Growth Under His Leadership
Over the past four years, Selar recorded rapid expansion across Africa, with notable milestones in users, revenue, and community engagement.
- User and creator base
Selar grew from about 20,000 creators and 60,000 users to more than 300,000 creators and 2.2 million users across 13 African countries. - Revenue and monetisation
The company scaled paid subscriptions to over 100,000 paying users. Total payouts to creators surpassed $26 million, cementing Selar’s role as a leading monetisation hub for African talent. - Organisational growth
Selar’s marketing operations matured with a larger team, structured processes, and local contractors driving outreach in Francophone Africa, Kenya, and Nigeria. - Geographic reach
The platform expanded into Kenya, quickly onboarding over 10,000 creators in the first year. - Community engagement
Selar hosted three annual Creator Summits between 2022 and 2024, which became flagship events for the creator economy on the continent. - Products and features
New launches included Show Love, a tipping tool that attracted more than 47,000 users, and an Affiliate Network that grew to over 100,000 members in three years. - Partnerships and ecosystem support
Selar built collaborations with PiggyVest, RiseVest, Wema Bank, BellaNaija, and other notable brands. It also collaborated with creators across regions, including Francophone markets, to foster cross-border growth. - Funding and learning tools
The company secured a $50,000 Jobtech grant in 2024 and released The Ultimate Digital Product Manual, downloaded by more than 21,000 creators as a learning resource.
Milton Tutu’s exit marks the end of a pivotal era for Selar. His leadership helped transform the company from a small platform into one of Africa’s largest creator-focused businesses. While stepping away from the CMO role, his next moves are expected to remain tied to advancing opportunities for creators across the continent.
