What does it mean to evolve as a business, a leader, and a creative force?
We sat down with Karim Rekik, Director & Senior Partner, to ask about their vision for the future of Dulcedo Management. Where are we headed? What’s shifting? And how do we keep evolving while staying true to who we are?
Karim has been an integral part of Dulcedo’s DNA since 2009, helping to scale our international modeling reach and co-pioneering our entry into the gaming and entertainment space. His view on Dulcedo's evolution is simple: it’s constant, it’s disruptive, and it has to be intentional.
There aren’t a lot of companies that can reinvent themselves every 3 to 4 years. But we do. That’s what keeps the fire alive.
On the future
Karim sees a Dulcedo where operations are fully optimized. AI supports smart decision-making across management and representation. Image rights are respected, and innovation is embedded. No more time lost on small tasks. The focus becomes what really matters: making talent bigger, stronger, and more successful.
On gaming and timing
Rather than chase esports when it was just a buzzword, Karim chose to wait for the moment that truly mattered.
We don’t go into gaming because it’s cool. We go because your next buyers are already there.
He saw value where others saw noise, recognizing the cultural power of streamers before it was obvious. For him, the strongest plays come from patience, timing, and knowing where the real engagement lives.
On creativity and business
Without creativity, there is no business in our business.
Scalable models are only effective when paired with fresh ideas. Karim describes it like building a house. You need a solid foundation — a proven business plan — but what makes it successful is how you layer creativity into the structure. Boundaries are meant to be pushed.
Without creativity, you cannot build anything viable.
On bold moves
I always make bold moves, but they’re never reckless.
From shifting Canada’s talent strategy toward global export, to pivoting Dulcedo’s gaming unit beyond competitive esports, Karim’s boldness comes from environment scanning, trust in data, and knowing when to move. He thrives on being challenged and is motivated by doubt.
People have always underestimated us. That’s what fuels me. I want to prove them wrong — and then surpass even what they thought was possible.
For him, pressure sharpens instinct. Bold decisions are where real growth begins.
On outgrowing old beliefs
Karim admits he once believed modelling campaigns and magazines would never fade, and that competitive gaming would always thrive. But industries change faster than expected.
The biggest mistake you can make is assuming things will stay the same. You have to evolve as fast as your audience does.
On what’s next
Karim believes Dulcedo’s next evolution lies in co-building businesses with talent—ventures that protect their futures, support their families, and offer long-term independence. From joint ventures to brand equity, the goal is to go beyond management and social relevance to build something that truly lasts.
At the heart of it all is the leadership mindset: “Elevate People”.
To elevate people is to guide, then let go. Build trust in the systems. Let them walk.
